Brand Perception and Repurchase Intent in Online Apparel Shopping

Abstract

<p>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.</p>