Social and Behavioral Sciences Commons^™

What Drives Consumers In China To Buy Clothing Online? Application Of The Technology Acceptance Model, Zhenqian Wei, Min-Young Lee, Hong Shen

Retailing and Tourism Management Faculty Publications

An enormous number of Internet users have made China a profitable e-commerce marketplace, and clothing is one of the most frequently purchased items. This study explores the predictors of consumers’ motivation to buy clothing online in China by extending the technology acceptance model. Data were collected via an online questionnaire, resulting in 504 returned responses. The results indicate that perceived usefulness has a significant effect on consumers’ intention to buy clothing online; however, no direct relationship between perceived ease of use and buying intention was found. Furthermore, perceived convenience, perceived money saving, and perceived time-saving can explain why consumers perceive …