A study on factors affecting purchase decision for online apparel among Generation Y consumers in Singapore.

• Main Authors: He, Kangyu., Quak, Priscilla Peiyu., Loo, Constance Xin Yi.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51591
• Institution: Nanyang Technological University

This paper will develop a research model to examine the relationship among online shopping qualities and purchase decision of Generation Y customers in the online apparel industry. We aim to provide a better understanding on how each of the six factors we have identified through literature review - Website Design, Customer Service, Trust, Product, Price and Product Availability, as well as demographic factors, affect purchase decision. The results of our study will also help online retailers understand the managerial implications involved. Data from the 258 Gen-Y respondents of our online questionnaire was used to test the research model. Normality and reliability of the data were examined, while one-sample t-tests, paired t-tests and binary logistic regression were used to confirm our hypotheses and test the model. All six factors, Trust, Product, Customer Service, Price, Website Design and Product Availability affect purchase decision directly and are listed in decreasing importance. High frequency of online purchase and monthly allowance are also associated with higher purchase decision. This study suggests that online stores should develop strategies such as exchange policies to enhance trust, provide accurate measurements to encourage purchase and implement incentive programs to attract customers with high frequency of online purchase to increase purchases.