THE AFFECTING FACTORS ON ONLINE CLOTHING PURCHASE: A CONCEPTUAL MODEL

Abstract

The aim of this study is to discuss the factors affecting people’s clothing purchases through online channels. There are various online clothing channels in Indonesia, appearing in form of e-commerce platforms, online stores, even social media has become a place for people to trade goods. For this research, a synthesize of 36 papers was made from past literature reviews. The analysis and discussion result shows the factors affecting people’s online clothing purchase decision are price, promotion, product design/style, product quality, brand image, information availability, seller trustworthiness, product variety, ease of use, and service quality. These factors influence the purchase decision of the customers when they shop for clothing through online channels. The limitation of this research is only covering clothing online purchases. The result and findings from this study will be useful for clothing brand owners or managers, e-commerce platforms in Jakarta, Indonesia. In the future, a quantitative research method can be conducted to further explore this study and improve the findings of this study.