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Their differences in personality, motivation and key aspect leads to a different interaction with the online apparel stores. The goal-oriented customers are guided from instrumental factors which may include the ease of access, the available information and the variety of selection. While the goal oriented consumers seek for control the experiential consumers seeking for fun and surprising web stores (Wolfinbarger & Gilly, 2001; Sanchez-Franco & Roldan, 2005). A summarization follows in Table 2.1

Compulsive shopping

According to Wolfinbarger and Gilly (2001) more than 72% of the shoppers are goal oriented and followed some sort of plan on their recent purchases, and 28% of the shoppers are experiential and decided a purchase while they were browsing. Moreover, research has shown that even if the goal oriented customers represent the majority, the experiential consumers and their browsing attitude are welcome, because of their close connection with high impulse purchases and frequency (Wolfinbarger & Gilly, 2001).

Innovativeness

Innovation described as 'the degree to which an individual .... is relatively earlier in adopting new ideas than the other members of a system' (Rogers, 1995). Several researchers referred to the different characteristics of the innovative consumers. Most of them are:

higher or highest Education (Leung, 1998; Pepermans et al., 1996;)

mostly young consumers (Hirschman and Adcock, 1978;)

income is higher than the average (Pepermans et al., Summers, 1972;)

higher social activity (Robertson and Kennedy, 1968; Roggers, 1995;)

risk takers (Leung, 1998; Roggers, 1995;)

opinion leaders (Darden and Reynolds, 1974; Chau and Hui, 1998;)

women in majority (Goldsmith et al., 1987)

Researchers have tried to analyze the role of gender or/and race on innovation and clearly saw that the women are more likely to be innovative than men.

The key aspect of the innovation seems is the new products to adopted by the consumers in the market (Leung, 1998; Pepermans et al., 1996). The higher acceptance of the new innovative products as the World Wide Web, may affect as well the use of the network for purchases(Citrin et al., 2000). The apparel online shoppers described mostly as innovators from other researchers (Goldsmith et al., 1995).

Goldsmith and Flynn (2004) defined that 'online apparel purchasers could not be distinguished from non-purchasers by their demographics, but they were more innovative toward clothing and fashions than the non-purchasers. Online apparel purchasers, however, did use the Internet more and were more innovative toward using the Internet than non-purchasers were'. The innovative online consumers more likely will purchase apparel online instead of the non-purchasers which are less innovative.

Theoretical Framework

Rogers (1995) proposed a five-stages process for the innovation to be adopted by an individual. The first one is本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。