| dc.description.abstract | With the growing very fast of online shopping, beside people that are interested
in online shopping, there are also people that are not really like it. For the reason, the
thoughts of not making the right decisions to choose the garments that suit and fit them
well make them reluctant. Therefore, the main purpose of this study was to develop the
scale in order to measure quantitatively the concerns with fit and size issues in online
apparel shopping of universities’ female students in Ho Chi Minh City.
Based on the scale developed by Kim and Damhorst (2013) associated with the
results from focus group interview, 23 initial items for the measurement scale were
created. The data gathering from 203 students that come from various universities in Ho
Chi Minh City was analyzed by Exploratory Factor Analysis as well as Confirmatory
Factor Analysis. Then it was again tested by predictive validity. The main aim for this was
to establish the final scale. After accomplishing all these steps, the final scale was created.
It included 21 items with five factors: Concerns with Overall Appearance, Concerns with
Concerns with Unavailability of Size, Concerns with Projecting a Correct Impression,
Concerns with Inability to Try on in Online Shopping, Concerns with Imagining Fit/Size
in Online Shopping.
Due to the target sample for this research was female students, the scale may
not be applied for other groups such as older women or men. The implications this
research brings will be beneficial for online retailers as they can have deeper vision in
these issues. From that, online retailers can make superb plans to improve their business. | en_US |
