Publicação
Perceptions on online apparel shopping: a gender perspective
| Resumo: | This work aims to study the consumers' perceptions of online apparel shopping and understand the differences between genders in Portugal. Thus, it aims to identify what drives consumers, men and women, to shop for clothes online and understand the differences between both genders in order to give recommendations to apparel brands on how to influence both men and women to buy apparel online. For this purpose, a qualitative research method was adopted, 21 people were interviewed, half of these were females and another half were males. For the data analysis no analysis tool was used. However, through the answers given by the interviewed people, a thematic analysis was carried out. Regarding to online shopping in general, women showed to perceive more risks than in online apparel shopping, while men maintained the same opinion. Women showed to be more impulsive in shopping, while men showed to be more focused on the purpose of the purchase. In terms of their process of buying apparel online, for men, the first step was a need, for women, the first step was advertisements on social networks. Men were also influenced by marketing factors like youtubers, emails and videos. Both men and women showed preference for multichannel brands. Between choosing generic online shopping platforms or official brand websites, men and women prefer to buy clothes on the brands’ official website. |
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| Autores principais: | Conceição, Ema Simões |
| Assunto: | Online shopping Apparel Gender Consumer behaviour Purchase intention Portugal Comércio online Vestuário Género Comportamento do consumidor Intenção de compra |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This work aims to study the consumers' perceptions of online apparel shopping and understand the differences between genders in Portugal. Thus, it aims to identify what drives consumers, men and women, to shop for clothes online and understand the differences between both genders in order to give recommendations to apparel brands on how to influence both men and women to buy apparel online. For this purpose, a qualitative research method was adopted, 21 people were interviewed, half of these were females and another half were males. For the data analysis no analysis tool was used. However, through the answers given by the interviewed people, a thematic analysis was carried out. Regarding to online shopping in general, women showed to perceive more risks than in online apparel shopping, while men maintained the same opinion. Women showed to be more impulsive in shopping, while men showed to be more focused on the purpose of the purchase. In terms of their process of buying apparel online, for men, the first step was a need, for women, the first step was advertisements on social networks. Men were also influenced by marketing factors like youtubers, emails and videos. Both men and women showed preference for multichannel brands. Between choosing generic online shopping platforms or official brand websites, men and women prefer to buy clothes on the brands’ official website. |
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