Vol. 7 No. 2 (2019): Business & Management Studies: An International Journal
Articles

FACTORS DETERMINING ONLINE AND OFFLINE CHANNEL PREFERENCE FOR APPAREL SHOPPING

PDF (Turkish)
  • Tutku EKER İŞCİOĞLU,
  • Beril AĞYOL
Tutku EKER İŞCİOĞLU
Assist. Prof. Dr., Piri Reis University
Beril AĞYOL
Student, Piri Reis University

Published 2019-06-26

Keywords

  • Fashion Orientedness, Need for Touch, Online Trust
  • Moda Yönelimi, Dokunma İhtiyacı, Çevrimiçi Güven.

How to Cite

FACTORS DETERMINING ONLINE AND OFFLINE CHANNEL PREFERENCE FOR APPAREL SHOPPING. (2019). Business & Management Studies: An International Journal, 7(2), 1042-1060. https://doi.org/10.15295/bmij.v7i2.1125

How to Cite

FACTORS DETERMINING ONLINE AND OFFLINE CHANNEL PREFERENCE FOR APPAREL SHOPPING. (2019). Business & Management Studies: An International Journal, 7(2), 1042-1060. https://doi.org/10.15295/bmij.v7i2.1125

Abstract

As consumers prefer web sites, mobile applications or social networks, in addition to physical stores, understanding which characteristics can be used to predict consumers’ channel preference becomes vital both for apparel brands and consumer researchers. From this point of view, this study examines fashion innovativeness, fashion involvement, fashion opinion leadership, need for touch, online trust and demographic characteristics to identify which of these can be used to predict consumers’ channel preference. Data obtained from a sample of 187 respondents were analyzed with Multiple Discriminant Analysis and Chi-Square Test, after assessing the structural model. Findings reveal that fashion involvement, need for touch and online trust can discriminate consumers who prefer offline channels from those who prefer both offline and online channels. On the other hand, no relationship between the consumers’ channel preference for apparel shopping and demographic indicators has been found.

PDF (Turkish)

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