Website quality elements and online shopper behaviour: adapting the unified theory of acceptance and use of technology to fashion retailers' websites

• Autor(a) principal: Cavallero, Luisa
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/13706
• topic: Website quality; Unified theory of acceptance and use of technology (UTAUT); Trust; Online customer reviews; Satisfaction; Word-of-mouth; Marketing; Indústria do vestuário; Moda; Página web; Comportamento do consumidor; Satisfação do cliente

Companies in the fashion industry are increasingly establishing their presence online, in the form of online platforms, such as websites. However, some brands are more successful than others in selling fashion clothing online. In this perspective, the two main objectives of the dissertation are: (i) to adapt and extend the UTAUT model in the context of online shopping for fashion clothing; (ii) to compare the adapted model in two regions of Portugal and Italy. By testing the adapted model in two regions of Portugal and Italy, the study gives insights into online consumer behaviour when using fashion websites. Results are based on a survey of 312 Internet users who are familiar with fashion websites. Findings reveal that perceived website quality is the strongest predictor of online behaviour, having a positive impact on customer satisfaction, website trust and word-of-mouth. Besides, the present study explores whether online shoppers are or are not influenced by other customers’ reviews and finds evidence that online customer reviews do not impact consumers’ perceptions of online shopping usefulness.