E-TAILING OF APPAREL TO UNIVERSITY STUDENTS Available to Purchase

In this paper the attitude of university students towards Internet shopping of apparel was investigated. Development and challenges in marketing apparel online in Hong Kong was discussed. Data were collected in a survey with 330 university students. Their apparel consumption patterns were examined. Internet usage was analyzed. The paper was focused on the reasons the students had not shopped online and their attitude towards Internet shopping. Obstacles for their adoption of this new shopping channel were identified. The findings shed light on how to increase the attractiveness of apparel web site design, which should benefit both e-tailers and online shoppers.