The Relationship between Experience and Demographic Variables on Concern with Apparel Fit in Online Context

Abstract

Although apparel fit and size has been investigated in previous research, it is yet to be test to understand apparel consumer behavior in ecommerce and their concern with being unable to try on clothing or imagine fit/size before making purchase decision. Therefore, the purpose of this exploratory study was to examine the relationship between concern with inability to try on clothing and imagining size/fit in online context and their relationship with demographic variables and previous experience. While these study findings indicated no significant relationship between demographic variables and apparel online shopping orientation, other psychographic variable should be explored.