The Impacts of Consumer Characters on Online Buying Intention on Apparel: An Empirical Study

摘要

Since the explosion and popularity of the World Wide Web, Internet has increased as a new shopping channel. Based on the empirical literature, this paper introduced consumer characters (Internet innovativeness, fashion innovativeness, and product knowledge) into the technology acceptance model (TAM) and developed an extended model to understand consumer acceptance of buying apparel online. Results of this empirical study indicated that perceived usefulness and ease of buying apparel online were still critical factors on customers' purchase intention under the online apparel shopping environment. Fashion innovativeness was weakly related to perceived usefulness of online apparel buying compared with Internet innovativeness. Conclusion and implications were discussed.