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Investigating Consumers� Online Clothing Buying Behavior Through the Lens of Extended Unified Theory of Acceptance and the Use of Technology

To better understand why consumers are choosing to purchase their apparel online, this study employed a relatively new theoretical model, the Unified Theory of Acceptance and Use of Technology (UTAUT2). An online survey consisting of 32 Likert scale questions adopted from Venkatesh et al., (2012), and 6 open ended questions with essay length response capability were used to investigate the intention to buy apparel online.  Exploratory Factor Analysis was used to test the scale. Participants were recruited from a pool of marketing students at a research university in the southern US.  Data was collected over a two month period of time.  Quantitative data were analyzed using the software ‘Statistical Package for Social Science (SPSS) 25.0’ version.  Open ended responses were analyzed and coded using ‘NVivo 11 Pro’ software version, guided by constant comparison method (Strauss & Corbin, 1998).  Rotated Factor Matrix of Principal Axis Factoring results indicated that 81% of behavioral intent to purchase online was explained by the five factors of: perceived usefulness, perceived risk, social influence, habit, and price value.  The factor of “perceived usefulness” was found to explain more than 37 % of the total variance. The remaining variance was explained by perceived risk (19%), social influence (11%), habit (8%) and price value (7%).