Global Fashion Management Conference 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion (p.29-39)

DRIVERS AND BARRIERS OF THE CONSUMER PROPENSITY TO BUY FOOTWEAR PRODUCTS ONLINE

키워드 :
consumer characteristics,barrier,consumer propensity,footwear,online

초록

This study present an integrative model incorporating key consumer characteristics (shopping motivations, need for touch, and perceived risk) as drivers/barriers of e-commerce in the footwear industry. An online survey was conducted using a sample of 4,203 customers of a global footwear retailer. The model was validated across cultural/gender segments.