Factors Affecting on Online Purchasing Intention: Special Reference to the Apparel Industry

Abstract

At present with the development of e-commerce, online shopping has become one of the popular shopping methods around the world. Though the researchers have identified several factors affecting online purchasing intention, still there can be observed a gap in the existing literature relating to online purchasing intention, especially in Sri Lankan apparel industrial context. Considering the timeliness and the significance of the phenomenon, this research study aims to recognize the factors affecting online purchasing intention: With special reference to the apparel industry. The relevant data for the study were collected through a self-administered questionnaire. It was distributed among 150 consumers based on the convenience sampling method. The results of the study, found a significant impact of independent variables which are convenience and information. However, price shows a statistically insignificant relationship with the dependent variable (purchase intention). So, this study fills the gap in the prevailing literature as well as managers could gain a good understanding of their consumers and identify the most influencing factors that affect online shopping.