The Determinants of the Decision Making Process for Purchasing Fashion Products in the E-Commerce Industry in Light of Research

Mariusz Grebowiec, Piotr Pietrzak
European Research Studies Journal, Volume XXVI, Issue 1, 390-410, 2023
DOI: 10.35808/ersj/3119


Purpose: The development of the Internet as well as constantly changing fashion trends make consumers more willing to shop online. Entrepreneurs from the e-commerce industry must take care of the image of their brand in order to remain recognizable against the competition and attract as many recipients as possible. The main objective of the research was to try to determine the factors and motives influencing purchasing decisions among consumers of fashion products on the e-commerce market in Poland. Design/Methodology/Approach: The study uses the method of analyzing the literature on the subject, as well as the analysis of source data, including e.g., data from mass statistics. Theoretical considerations were supported by the authors’ own research. The sample selection method used was a non-random method of purposeful character. The sample included people of different ages, with different income levels, who regularly shop in the clothing and footwear category via the Internet. The study was conducted using an online questionnaire. One of the tools of quantitative methods, i.e., a questionnaire, was used in the study. The study was conducted online using the Google Forms tool with 758 respondents in the period November and December 2022. Findings: Contemporary buyers are seeing more and more benefits of e-commerce. First of all, they appreciate the 24/7 availability of clothing and footwear e-shops. The factor determining the attractiveness of e-commerce is also saving time for commuting to shops or shopping malls. Customers are also more and more convinced to e-shopping due to the wider and more interesting offer available in online stores. However, the study showed that young people with experience in navigating websites are still the most common online consumers. The Covid 19 pandemic was undoubtedly a turning point in the wider development and growth of this form of trade also among older groups of buyers who were not inclined to this form. Online shopping is becoming more and more popular in the following years and may become an effective alternative to the traditional form of satisfying shopping needs, not only among young people. Practical Implications: The article contains information on the current and future shape of the functioning of the e-commerce market in Poland against the background of the situation in this respect in the world. The e-commerce trend is becoming more and more visible in the vast majority of industries, but it is also gaining strength in the case of an ever-wider group of loyal customers. Originality/Value: The study contains important information on the factors and motives influencing purchasing decisions among buyers of fashion products in Poland via e-commerce.

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