An investigation of clothing purchase behaviours of digital consumers

Abstract

The aim of the research was to investigate of clothing purchase behaviours of digital consumers. The survey method was employed in the research. A questionnaire was developed to gather the data. The questionnaire was designed in two parts. In the first part of the questionnaire it consisted of defining the personal details. In the second part, the advantages and disadvantages of purchasing clothes via the Internet were itemised with five-point Likert scale. The sample group was selected with "random sample method" as 512 digital consumers. In the research, the clothing purchase behaviours of the digital consumers were compared in terms of the advantages and disadvantages with the personal details. As a result, women thought the clothes purchasing from the Internet favourable and men thought that it was unfavourable. It was also seen that the users of the Internet for shopping older than 4-5 years and the users of the daily 4-5 hours shopping websites found the Internet favourable for the clothing purchase. For other comparisons, there wasn't any meaningful relationship.