The Factors Influencing Purchase Decision in an Online Apparel Store

The relevance of this work depends on the fact that apparel is one of the leading categories of goods that are sold over the Internet and at the same time, there is no single answer what influences consumer decision to purchase it. Understanding the factors of influence the potential customer at the time of purchase, will help managers of online stores to influence the decision of consumers towards buying by building effective communication with them through the online store's website. The goal of this study is to determine the factors influencing purchase decision in an online apparel store. In this study we set the following objectives: • To study the process of making purchasing decisions in the traditional and online stores; • Determine the list of possible factors that influence the purchase decision in the online store; • Check the selected factors on the significance (importance) for customers of apparel online store; • Create a model that describes the impact of all relevant factors in the decision to purchase in the online store and check it out; • Provide recommendations for creating clothes online stores and management. The object of research is the consumer buying decision process in an online apparel store. The subject of the study is the factors influencing purchase decision apparel in online store. The method of collecting empirical data was the online survey. The result of the research was creation of a model that describes the influence of various factors on the purchase decision in apparel online stores. In addition, all hypotheses about the power of influence of various factors were confirmed, and we recommendations were made to create clothes online stores and their management. We also made recommendations for the creation of online clothing stores and their management.