oa South African Journal of Information Management - Development of a socio-cognitive model for examining consumers' adoption of the Internet for the purchase of apparel

Volume 5 Number 2
  • ISSN : 2078-1865
  • E-ISSN: 1560-683X



This research was undertaken to provide a conceptual framework from a social-cognitive perspective to study the behaviour of consumers regarding their adoption of the Internet for apparel purchasing. This framework provides an instrument for e-tailers and marketers to study the adoption process, provides a model for reducing the perceived risks in terms of on-line apparel purchasing and provides information regarding on-line user behaviour. Marketers and e-tailers can then develop suitable marketing strategies for Internet marketing of apparel, as well as assist their target market to make better purchasing decisions on the Internet.

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