Older Women's Experience with Online Apparel Shopping
The purpose of this study was to explore older women's experiences with online apparel shopping and to increase understanding of how older women shop for apparel online. Research questions were: (1) How do older women experience online apparel shopping? (2) What are the factors that encourage older women to do online apparel shopping? (3) What are the concerns and difficulties that older women have when they shop for apparel products online? (4) How do older women decide whether they will buy apparel products online? And (5) How can online fashion retailers better serve older women?