The Internet has developed into a new distribution channel and online
transactions are rapidly increasing. This has created a need to
understand how the consumer perceives online purchases. The purpose of
this study is to investigate factors affecting student consumer's buying
decision when purchasing clothing online, and find out which factors
impact on the online buying decision most. The research hypotheses are
tested by using data collected from 200 students of Glyndwr University
in UK. The identified factors economic orientation, convenience
orientation, trust orientation and social influence have been examined.
Among all of them, the first three were positively correlated with
online attitude, whereas the result shown that social influence weakly
associated with online attitude. The findings of this research can be
drawn as implications for online clothing retailers so as to improve
their understanding of the segment consumer group and increase their
online marketing strategy effectiveness.