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Fashion e-retailing has become increasingly popular, and it is considered the primary reason for the failure of high-street physical retail stores. It is useful to investigate the predictors which are contributing to the success of fashion e-retailers. The proposed study aims to examine factors that affect consumer choice and preference to purchase fashion products from e-retailing websites. These determinants include brand and product choices, pricing, return policy, security, and trust (Kochar & Kaur, 2018). Customers buy from websites because they provide more brand and product choices at lower prices. Furthermore, they have a more relaxed return policy as compared to physical stores. It is also reported that when consumers perceive websites to be secured and trustworthy, they are more likely to shop online. The relationship between these factors and online consumer spending on fashion items is hypothesized as follows.
- Null Hypothesis – H0: There is a negative, significant effect of brand and product choices, pricing, return policy, security, and trust on online consumer spending.
- Alternative Hypothesis- H1: There is a positive, significant effect of brand and product choices, pricing, return policy, security, and trust on online consumer spending.
The validation of these hypotheses will be based on the results of the statistical testing of data which is to be collected from the survey of consumers. The effects of these factors on online consumer spending will be determined by the value of coefficients generated by the multivariate regression analysis. The significance of the relationship of these predictors will be ascertained by comparing their p-value with the standard error of 5% at the confidence level of 95% (Field, 2013).
Variables List
References
Field, A. P. (2013). Discovering statistics using IBM SPSS statistics: And sex and drugs and rock n roll (4th ed.). Los Angeles, CA: SAGE.
Kochar, R., & Kaur, H. (2018). A review of factors affecting consumer behavior towards online shopping. International Journal of Engineering and Management Research, 4(8), 54-58. Web.
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