Brand Perception and Repurchase Intent in Online Apparel Shopping

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2014-01-01
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Chen-Yu, Jessie
Cho, Siwon
Kincade, Dris
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.

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Abstract

With increasing use of online apparel shopping, consumers have become price and product savvy, and competition among online retailers has intensified. To create competitive advantages and develop strategies to satisfy and retain customers, brand companies need more specific, research-based information about online shoppers’ repurchase behaviors with brand apparel. Repeat purchases are critical to the success of brand companies. According to Daly (2002), obtaining a new customer costs 10 times more than retaining an existing customer. In the online apparel shopping context, repeat shoppers spend 67% more on average than new customers (Drew, 2012). However, apparel research for online shopping has focused on apparel shoppers’ initial purchase behaviors rather than repeat purchases. The research in brand repurchase intent of online apparel shopping is even more rare. To fill this void in the research, this study examined the effects of types of consumers’ brand perception on their brand repurchase intent in online apparel shopping.

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