Consumer Behavior

Amazon’s Influence: The Online Apparel Purchase Intention of Amazon Prime and Non-prime Shoppers

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Abstract

Amazon's retail revolutions with its Prime membership program have transformed consumers' expectations and shopping preferences and made it harder for online and physical store retailers in the United States to fulfill that level of expectations. A conceptual model extended from the theory of planned behavior (TPB) was tested identifying the influence of convenience, time-savings, price, and product variety on Amazon Prime members and non-Prime shoppers' intention to purchase apparel online. Eight hypotheses were tested using the multiple regression analysis and Mann-Whitney test of online survey data (N=334). Convenience, price, and product variety were found to have a significant influence on Amazon Prime and non-Prime shoppers' intention to purchase apparel online. However, time-savings was not found to be significant. Although Amazon Prime members perceived greater price comparison than non-Prime shoppers, there were no significant differences in their perception toward convenience, time-savings, and product variety while purchasing apparel online.

Keywords: Amazon Prime, Apparel, E-commerce, Online shopping, Purchase intention

How to Cite:

Rashaduzzaman, M. & Jorgensen, J. J., (2022) “Amazon’s Influence: The Online Apparel Purchase Intention of Amazon Prime and Non-prime Shoppers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13446