Motivations for use of Internet shopping sites: comparison with catalog shopping

Moon, Hee-Kang
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Textiles and Clothing

This study explored consumers' online and catalog apparel shopping service uses and gratifications and the relationships of online shopping to conventional shopping modes. Uses and gratifications theory was the theoretical framework for exploring online apparel shopping service consumption and related apparel-shopping behaviors. The objectives of the study were: 1) to explore various consumer uses and gratifications factors for using online apparel shopping services and mail order apparel catalogs, 2) to identify variables explaining each shopping motivation of Internet and catalog apparel shopping, and 3) to examine the integration of new shopping media with traditional shopping modes by investigating how consumers' uses and gratifications for Internet apparel shopping sites and apparel catalogs affect their apparel shopping intentions through mail order catalogs and Internet shopping sites. A repeated measures design was employed in a laboratory setting with hands on experience with Internet and catalogs incorporated. Data were collected from a convenience sample of 119 college students enrolled in a Midwest university. The gratifications for apparel shopping via the Internet and catalogs were identified using exploratory factor analysis. Also, a series of multiple logistic regression analyses were performed to examine the relationships between the gratifications and shopping intentions through Internet and catalog apparel shopping. Through the factor analyses, five gratifications for Internet apparel shopping were found: Entertainment, Social Utility, Shopping Assistance, Surveillance, and Convenience/Economics. The results from the factor analyses also revealed five gratifications for catalog apparel shopping: Entertainment, Convenience/Economics, Social Escapism, Shopping Information, and Diversion. Consumers' previous shopping information search patterns played greater a role than any other previous shopping experiences or demographics in explaining consumers' gratifications for both Internet and catalog apparel shopping. Variance in most Internet apparel shopping use gratifications were explained by beliefs about Internet shopping rather than about the Internet in general. Regression analysis also indicated that Entertainment, Shopping Assistance, and Convenience/Economics motivations were all significant in explaining whether consumers have high or low shopping intentions via the Internet, while only Convenience/Economics motivations were significant in explaining consumers' likelihood of catalog apparel shopping. In addition, a lack of displacement relationships between Internet and catalog apparel shopping was found, even though consumers' shopping intentions for the two apparel shopping modes were closely related. This study has implications for appropriate target marketing on the part of retailers.