4.

Research Title
Study of the gender based trust issues in online purchase behaviour in apparel
sector
Revised Keywords
Internet

Consumer Behaviour

Online purchasing
Apparel

security

Fashion clothing fashion retailer

gender

Trust

Business development
eWOM

E-satisfaction

Why gender based trust issues are selected in Apparel

Industry?
An essential element of successful e-commerce is building relationships with consumers. All
relationships are based upon trust and in the online B2C environment the absence of physical
cues increases the reliance upon other elements to convey integrity and engender trust. Isolates
and examines three components identified in earlier studies as areas of consumer concern. Within
these parameters a number of consumer characteristics potentially might affect trust levels; this
initial exploratory study examines whether consumer trust appears to vary by gender, and it is the
authors intention to investigate other characteristics in future studies. Seeks to evaluate whether
consumer trust is increasing or declining and whether one or other gender might potentially be
more responsive to e-marketing activities. Earlier studies of Sheehan (1999) and Kolsaker and
Payne (2002) suggest discernable differences between male and female perceptions of online
shopping; however, the study of Kolsake and Payne (2002) detects only minor (insignificant)
gender-based variations, registering a high level of concern overall, regardless of gender.
On the other hand, the research on fashion clothing and apparel online shopping has shown
considerable differences in purchase behaviour in males and females. The article summarised

below is based on the clothing purchased orientations in males and females through online
channels and findings clearly elaborated the differences in purchasing habits. The apparel
shopping orientations, interest level, trust parameters are visibly different in females, therefore
the topic selection in which gender differences are perceived in online apparel shopping are
evident from the support of these evidences.
Shopping orientation and online clothing purchases: the role of gender and purchase situation
Type: Research paper
Author(s): Torben Hansen, Jan Mller Jensen
Source: European Journal of Marketing Volume: 43 Issue: 9/10 2009
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Abstract
Purpose This paper seeks to investigate shopping orientation and online clothing purchases
across four different gender-related purchasing contexts. A conceptual model for understanding
the impact of shopping orientation on consumer online clothing purchase is proposed and tested
both in a general setting and across purchasing contexts.
Design/methodology/approach Questionnaires were distributed to 1,150 Danish household
addresses by use of the drop-off-call-back survey method. A total of 441 households returned
usable responses from either one or both adults in the household. Most adults provided responses
with respect to purchasing clothing for themselves and for their partner, making a total of 906
cases distributed across the four purchasing contexts. T-tests and linear structural equation
modelling were utilised to investigate expectations and hypotheses.
Findings The results support the expected differences in men's and women's shopping
orientations and willingness to purchase clothing online. On average, consumers indicate that
reduced difficulty in selecting items is sorely needed when purchasing clothing online. However,
when evaluated across different purchasing situations, perceived difficulty in selecting items is
an important action barrier only for women. Less fun significantly affected online clothing
purchases for men purchasing clothing for themselves, but not for women doing the same.
Research limitations/implications Future research may seek to verify the proposed conceptual
model using a range of specific clothing items across different purchasing situations. Future
research may also expand the model by suggesting other influencing factors on consumers'
online clothing purchasing.
Practical implications In order to attract more men, online clothing retailers should improve
perceived online fun, whereas difficulty in selecting items should be reduced in order to attract
more women.

Originality/value The study is unique in the sense that it investigates online clothing behaviour
across four different gender-related purchasing contexts.

8.

Research Gap/ Problem:

This study is twelve years old and transformation of internet age has considerably affected
purchase behaviours. Also, cultural orientations, geographic and ethnicity factors are also
important in shaping the consumers behaviour. These factors are not identified and the study is
not repeated for under developing countries women where gender based issues are more
prominent. Another research gap identified is the non inclusion of minorities/ ethnic groups
orientations of online shopping behaviour and the difference of gender perceptions in these
groups. Also, the study of Hernndez, et al (2011) on Age, gender and income impact on
moderation of online shopping behaviour found that they do not really moderate online shopping
behaviour. But the study was done in limited context and broad scenario, a specific case of
products like apparel purchases can have impact of these variables.

9.
1.
2.
3.
4.
5.
10.

Online Journal Data Bases

Emerald
JStor
Springer
Elsevier
Sage Pub.
Already given in previous document which explains literature review in detail.

Note: Please clarify Point numbers below further from tutor.

1.

Critical literature review

5. We have to revise our research plan, research plan should be accordingly to research
process.
6. Detailed stages of work of literature review and all other chapters should be in the
research plan