Analysis of Individual Aspects Influencing Non-purchasing in an Online Environment and Consumer Willingness to Purchase Custom-Made Apparel

Purpose: The main purpose of the study was to assess the opinion of online consumers about the possibility of making custom apparel using 3D body scanning technology in an online environment and to investigate the shopping experience of consumers who purchase in the online apparel market. In order to be able to propose solutions to improve the online shopping experience, we also investigated aspects influencing non-purchasing in an online environment.Methods: An online questionnaire on shopping experience, influences on the purchase, and the process of online apparel shopping using advanced technology was prepared and distributed via several online channels to the consumers who purchase apparel online. The questionnaire was completed by 76 respondents from different European countries, the United States and Australia. In order to analyze individual aspects influencing non-purchasing in an online environment, an exploratory factor analysis was performed.Results: The factor analysis revealed that the two broad dimensions of reasons why consumers have never bought any ready-to-wear apparel online despite browsing are a misperception of product integrity and time-consuming searching. The results show that the proposed solutions to improve the online apparel experience, such as making custom apparel using advanced technologies, have a positive impact on the decision of the consumers to purchase on the online apparel market. It turned out that a high proportion of potential consumers are willing to share their body dimensions through 3D body scanning technology in order to improve the fit of the apparel.Conclusion: According to the results, we expect that the advanced 3D body scanning technology would provide substantial progress regarding fit, visualization, and manufacturing of custom-made apparel when purchasing in online stores.