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95 Pages·2008·0.38 MB·English
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THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND LOYALTY FOR MULTI-CHANNEL RETAILERS by CHRISTIE LYNN JONES (Under the Direction of Soyoung Kim) ABSTRACT The purpose of this study was to determine the effect that a consumer’s attitude toward a retail brand and attitude toward the brand’s website have on their online apparel shopping intention and online brand loyalty. Six influencing factors including brand satisfaction, offline brand patronage, brand trust, clothing involvement, attitude toward the Internet, and perceptions of the apparel brand’s website were identified and tested. A total of 200 surveys were completed by female students ages 18 to 25 who attend the University of Georgia. Factor analysis was used to examine the multi-dimensionality of the scales, Pearson correlation analyses were used to test the relationships among the variables, and regression analyses were used to test the hypotheses. Brand trust and the perceptions of an apparel brand’s website both had a significant relationship with online apparel shopping intention, which in turn strongly influenced online brand loyalty. INDEX WORDS: Brand Satisfaction, Offline Brand Patronage, Brand Trust, Fashion Clothing Involvement, Attitude toward the Internet, Website Perceptions, Online Apparel Shopping Intention, Online Brand Loyalty THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND LOYALTY FOR MULTI-CHANNEL RETAILERS by CHRISTIE LYNN JONES B.A., The University of Florida, 2004 A Thesis Submitted to the Graduate Faculty of The University of Georgia in Partial Fulfillment of the Requirements for the Degree MASTER OF SCIENCE ATHENS, GEORGIA 2008 © 2008 Christie Lynn Jones All Rights Reserved THE INFLUENCE OF ONLINE APPAREL SHOPPING INTENTION AND BRAND LOYALTY FOR MULTI-CHANNEL RETAILERS by CHRISTIE LYNN JONES Major Professor: Soyoung Kim Committee: Yoo-Kyoung Seock Brenda Cude Electronic Version Approved: Maureen Grasso Dean of the Graduate School The University of Georgia August 2008 ACKNOWLEDGEMENTS I would like to express my gratitude to Dr. Soyoung Kim for all of her assistance, guidance, and understanding throughout the process of preparing this thesis. I would also like to thank my committee members, Dr. Yoo-Kyoung Seock and Dr. Brenda Cude, for their patience and contributions. iv TABLE OF CONTENTS Page ACKNOWLEDGEMENTS...........................................................................................................iv LIST OF TABLES........................................................................................................................vii LIST OF FIGURES.....................................................................................................................viii CHAPTER 1 INTRODUCTION.........................................................................................................1 The Online Environment...........................................................................................1 Purpose......................................................................................................................3 Objectives..................................................................................................................6 Retailers as Brands....................................................................................................6 Conceptual Definitions..............................................................................................7 2 THEORETICAL FRAMEWORK.................................................................................9 3 LITERATURE REVIEW............................................................................................17 Online Websites and Activity..................................................................................17 The E-Business Model............................................................................................18 Brand Loyalty..........................................................................................................19 Brand Satisfaction...................................................................................................22 Offline Brand Patronage..........................................................................................24 Brand Trust..............................................................................................................25 Clothing Involvement..............................................................................................27 v Attitude toward the Internet....................................................................................28 Perception of the Apparel Brand’s Website............................................................31 Online Apparel Shopping Intention........................................................................33 4 METHODOLOGY......................................................................................................35 Sample.....................................................................................................................35 Description of Survey..............................................................................................35 Statistical Analyses..................................................................................................40 5 RESULTS....................................................................................................................41 Participant Demographics.......................................................................................41 Factor Analyses.......................................................................................................43 Pearson’s Correlation Analyses...............................................................................51 Hypotheses Testing.................................................................................................54 6 DISCUSSIONS AND CONCLUSIONS.....................................................................60 Further Study...........................................................................................................66 Limitations...............................................................................................................66 Summary.................................................................................................................67 REFERENCES..............................................................................................................................69 APPENDICES A Human Subjects Approval...........................................................................................74 B Consent Form...............................................................................................................76 C Apparel Multi-channel Shopping Survey....................................................................78 vi LIST OF TABLES Page Table 1: Demographic Characteristics of Respondents.................................................................42 Table 2: Emerged Factors of Attitude toward the Internet............................................................44 Table 3: Factor Loadings across all Factors of Attitude toward the Internet.................................45 Table 4: Emerged Factors of Perception of the Apparel Brand’s Website....................................46 Table 5: Factor Loadings across all Factors of Perceptions of the Apparel Brand’s Website.......47 Table 6: Factor Analyses of Uni-Dimensional Constructs............................................................48 Table 7: Means and Standard Deviations for the Constructs.........................................................51 Table 8: Relationships among the Variables.................................................................................53 Table 9: Multiple Regression Analysis for Hypothesis 1a and Hypothesis 2................................54 Table 10: Regression Analysis for Hypothesis 1b.........................................................................54 Table 11.1: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5............................56 Table 11.2: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5............................56 Table 11.3: Multiple Regression Analysis for Hypothesis 4 and Hypothesis 5............................57 Table 12: Multiple Regression Analysis for Hypothesis 3 and Hypothesis 6...............................58 Table 13: Regression Analysis for Hypothesis 7...........................................................................59 vii LIST OF FIGURES Page Figure 1: Antecedents to Trust in a Brand Model............................................................................9 Figure 2: Antecedents to Trust in a Brand Revised Model............................................................10 Figure 3: Formation of Brand Trust and Commitment on the Web..............................................11 Figure 4: Consumer Involvement Determinants of Brand Loyalty...............................................12 Figure 5: Antecedents of Customer Satisfaction for Cyber Shopping...........................................12 Figure 6: Determinants of Consumer Attitudes toward Internet Shopping...................................13 Figure 7: Loiacono’s WebQual™ Model......................................................................................14 Figure 8: Proposed Model..............................................................................................................15 viii Chapter 1 Introduction The rise of the Internet has created a new way of communicating and interacting with other people. Since the early 1990s, the Internet has truly revolutionized many aspects of modern life, including the way in which we conduct business. In order to capitalize on the available consumer market, traditional brick-and-mortar retailers have expanded their business models to include online retailing. The Online Environment Most traditional brick-and-mortar retailers who have expanded their business online participate in a business-to-consumer (B2C) e-commerce model (Turban, King, Lee, & Viehland, 2004). This means that the retailers are selling products directly to individual shoppers online. The other major e-commerce model is business-to-business (B2B). This means that businesses make online transactions with other businesses, particularly between retailers or wholesalers and suppliers. There are several sub-categories of e-commerce business models including business-to-business-to-consumer (B2B2C), consumer-to-business (C2B), and consumer-to-consumer (C2C), among others. The average online consumer participates in the B2C model. Retailers are currently exploring ways to incorporate their B2C e-commerce model into their existing business models. The result is multi-channel retailing. Multi-channel retailing is a combination of brick-and-mortar stores, Internet storefront websites, and catalog or mail-order operations. This mixed business model is designed to reach a broader base of consumers. According to a Shop.org annual survey conducted by 1

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brand patronage, brand trust, clothing involvement, attitude toward the Internet, and Online Apparel Shopping Intention, Online Brand Loyalty
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