1. Internet apparel shopping behaviors: The influence of general innovativeness Instructor: Dr. Pi-Ying Teresa Hsu Presenter: Jeffrey Chen Date: December 3, 2009

3. Contents Reflection Conclusion Result Methodology Introduction

9. Purpose of the study To understand how general innovativeness is related to Internet apparel shopping

10. Hypotheses H1. General innovativeness is positively related to frequency of Internet apparel information search.

11. Hypotheses H2. General innovativeness is positively related to actual Internet apparel purchasing.

12. Hypotheses H3. There are significant differences between females and males in terms of general innovativeness, information search, and actual purchase for apparel products.

13. Methodology Measures Questionnaire Participants

14. Participants Family Resource Management (FRM) Textiles and Clothing major (T & C) 2 classes 3 classes 73 students 105 students A large US university 178 participants

15. Questionnaire Section A Section B Section C General innovativeness Frequency of Internet apparel shopping Demographic information

16. Measures General innovativeness 1 5 2 3 4 Strongly disagree Strongly agree Example: “ I like new styles in clothes, especially those that are really different.”

17. Frequency of Internet apparel shopping Never= 1 Once or twice a year= 2 Every few months= 3 Every month= 4 At least once a week= 5 Example: “ During the past six months, how often have you used the Internet to search information for apparel related products?”

18. Internet apparel purchasing behavior Never= 1 Once or twice a year= 2 Every few months= 3 Every month= 4 At least once a week= 5 Example: “ During the past six months, how often have you used the Internet to purchase apparel related products?”

19. Result

20. H1 H2

22. Conclusion While innovators are likely to adopt the Internet for information search, the perceived financial and product risk of actual online purchasing is so great. Women were more innovative and used the Internet more frequently for information search for apparel products than men. For apparel products, general innovativeness is related to Internet usage for information search , but not to actual purchase.

23. Reflection The numbers of participants in Table 1 are different. (p. 381) The sample size is quiet small. The insufficient factors of the participants’ background The gender of participants was not equal.