Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Factors Influencing Women's Perception of Website Attributes and Purchase Intentions

Author(s): Vaishali Hemant Pardeshi and Vandana Khanna

The purpose of this study was to examine the purchase intention of women based on their perceptions of web attributes. Survey data from women in Mumbai aged 18-22 with the online clothing shopping experience. Two major apparel website attributes were identified by factor analysis (i.e. ‘Product and Customer Care Information’ and ‘User-friendliness’). Multiple regression results showed a statistically significant relationship between User-friendliness and Online Purchase Intentions of women. The results also reveal that Product and Customer Care information is no longer a novel factor for consumers and hence had a low statistically significance. The above research findings would help provides deep insights e-retailers to formulate and implement effective website design strategies for enhancing the purchase intentions of consumers.