Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/302082 
Year of Publication: 
2023
Citation: 
[Journal:] ENTRENOVA - ENTerprise REsearch InNOVAtion [ISSN:] 2706-4735 [Volume:] 9 [Issue:] 1 [Year:] 2023 [Pages:] 211-221
Publisher: 
IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Abstract: 
Technology is an integral part of everyday life, and its utilisation significantly influences how buyers behave when making decisions on their purchases, no matter the type of goods purchased. Therefore, it is necessary to observe how various generations of shoppers, based on technological solutions, change their shopping behaviour for different groups of products. This paper is focused on the online aspect of non-luxurious apparel shopping. Two groups of online retailers are researched: pure-play e-retailers and omnichannel retailers. The study adopted an exploratory approach, and the data were collected using semi-structured interviews among young females. In this study, we addressed and answered three research questions. The first question focused on the choice of type of online retailer - e-retailer or omnichannel. The second question was oriented to constructs of the UTAUT2 model and their relevance among young females regarding apparel shopping. The third question highlights the perspective of sustainability and environmental concerns when buying apparel online.
Subjects: 
omnichannel
retailer
UTAUT2
apparel industry
fashion retail
online shopping
JEL: 
L81
L86
D91
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

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