Can online shopping replace or compete with in-store shopping in the clothing industry?

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ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university.

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ABSTRACT

This research study is an attempt to explore that whether online shopping replace or compete with in-store shopping in the clothing industry. The Internet is "the most important innovation since the development of the printing press", with the potential to radically transform the marketing paradigm. As consumers use the Internet to communicate, entertain, educate, and research, everyday tasks are being completely transformed. This research study explores whether online shopping replaces or competes with the traditional modes of shopping. This research study has adopted a quantitative methodology and a survey questionnaire has been distributed to the consumers in order to obtain their responses regarding online shopping and their preferences regarding traditional and online shopping. The analysis and result of this study shows a positive attitude and consumer behaviour towards online shopping in Ireland. Irish people usually use online shopping; there is a high trend of online shopping find in age group 25-29 among the selected sample of this study. This research sought to determine the mechanics of certain consumer characteristics, and confirm their impacts on relationship building. Some consumer characteristics, such as perceived retailer relationship investments, have been explored in previous research in support of relational choice, but many others have not. Studying these mechanisms was important since it provided a basis for research on consumer characteristics and behavioural loyalty.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF FIGURESVII

CHAPTER 01: INTRODUCTION1

1.1. Background of the Study1

1.2. Aims and Objectives4

1.3. Research Questions4

1.5. Justification for the research5

1.6. The Structure of the Dissertation6

CHAPTER 02: LITERATURE REVIEW8

2.1. Introduction8

2.3. Electronic Commerce around the World8

2.4. Online Shopping9

2.5. Advantages of Internet Shopping11

2.6. Disadvantages of Online Shopping14

2.7. The Role of the Internet in Consumer Decision-making Process16

2.8. Theoretical Framework18

2.9. Innovation Adoption18

2.10. Characteristics20

2.11. Online Shopping Versus in store Shopping20

CHAPTER 03: RESEARCH METHODOLOGY23

3.1. Introduction23

3.2. Research Method23

3.3. Sampling Strategy23

3.4. Data Collection23

3.5. Participants24

3.6. Ethical Considerations24

3.7. Quantitative Data Analysis24

3.8. Informed Consent25

3.9. Confidentiality25

3.10. Validity26

3.11. Reliability26

3.12. Gant chart27

3.13. Conclusion27

CHAPTER 04: DISCUSSION AND ANALYSIS28

4.1. Questionnaire Analysis28

4.2. Discussion55

CHAPTER 05: CONCLUSION58

5.1. Recommendations for Future Research60

REFERENCES62

APPENDIX68

LIST OF FIGURES

Figure 1: Gender28

Figure 2: Age Group29

Figure 3: Years of Using the Internet30

Figure 4: Daily Usage of Personal Computer32

Figure 5: Frequency of Online Purchase34

Figure 6: It is convenient35

Figure 7: It saves time36

Figure 8: ...