“Investigating the factors influencing online apparel shopping behaviors during the Covid-19 pandemic in Egypt: Applied on H&M”

Abstract

The aim of this research is to study the relationship between 4 main factors that are perceived risks, website/platform characteristics, brand-related factors and individual factors on the consumers’ behavior towards online apparel shopping during COVID-19 in Egypt. An exploratory research was done using qualitative data collection tools which are in-depth interviews with 23 customers and a face-to-face interview with an industry expert. This was followed by a conclusive, descriptive design in which the researchers used online questionnaires with 342 respondents. The data was later analyzed using the SPSS V. 21 package. The main findings show that the 4 hypotheses were all accepted and reliable except for individual factors which was accepted but not reliable. The results showed that perceived risks do have an effect on consumers' shift to online apparel shopping are reliable but that there is no relation between them. Moreover, that website/platform characteristics have an effect on consumers' shift to online apparel shopping and that it is a strong positive relationship between them. The results also showed that brand-related factors also affect consumers' shift to online apparel shopping and that there’s a moderate positive relationship between them. Finally, that individual factors can affect consumers' shift to online apparel shopping and that there’s a moderate positive relationship between them. Based on the findings, the researchers recommend that H&M should work on their website/platform characteristics by making it more convenient and easier to use, brand trust and loyalty by emphasizing that H&M cares for their customers and provide privileges for returning customers, perceived risks by assuring all health and safety measures are followed, and finally individual factors by providing more motivation through advertisement to encourage customers to use their online platforms. The research contributes to the existing literature by filling the research gap due to the lack of studies on consumers’ behavior towards online apparel shopping during the COVID-19 pandemic in emerging markets in general and the Egyptian context in specific.