Analysis of factors influencing online purchase intention among European consumers in the apparel industry

Abstract

Along with recent rapid development of various digital technologies, e-commerce businesses have been growing due to online shopping becoming extremely popular. This study expands on the Technology Acceptance Model by examining how five key factors - perceived ease of use, perceived usefulness, website aesthetics, perceived risk, and perceived enjoyment - affect European consumers' online apparel purchase intentions. It also explores the mediating roles of satisfaction and trust, and the moderating effects of digital literacy and brand attitude. Data was gathered via online surveys from 202 online shoppers and analyzed using SPSS 27. Findings show all five factors significantly influence online purchase intention - positively for ease of use, usefulness, aesthetics, and enjoyment, and negatively for risk. The strongest predictors were perceived risk and enjoyment. Satisfaction mediated all relationships, while trust had no mediating effect. Digital literacy moderated the effect of ease of use on purchase intention, but no other moderating effects were observed. The study offers actionable insights for e-commerce marketers and contributes to academic research.