The influence of electronic commerce platforms on consumer behavior in the fashion sector

This survey is dedicated to a study aimed at determining how electronic commerce platforms affect consumer behavior in the fashion sector. The survey is anonymous. The data will be used only in an aggregated manner for scientific purposes. Filling out the questionnaire will take about 5–7 minutes. Thank you for participating!

Matokeo yanapatikana kwa mwandishi pekee

Your gender:

Your age:

Your place of residence:

Have you purchased fashion items online in the last 12 months? If you answered NO, please finish the survey.

Which platforms do you most frequently purchase fashion items from? (you may select multiple options)

How do you evaluate the influence of these psychological factors on your purchasing decisions? (1 – has no influence at all, 5 – has a large influence)

Has no influence at allHas no influenceNeither has, nor has no influenceHas influenceHas a large influence
Attractive product visual presentation
Spontaneous desire to purchase (impulsiveness)
Personal desire to appear stylish or stand out
Positive attitude towards the brand or its image
Desire to express oneself through clothing
Emotions provoked by advertisements or visuals

How do you evaluate the influence of these social factors on your purchasing decisions? (1 – has no influence at all, 5 – has a large influence)

Has absolutely no influenceHas no influenceNeither has, nor has no influenceHas influenceHas a large influence
Reviews from other buyers
Opinions of influencers or recommenders
Content from social media (e.g., Instagram, TikTok)
Recommendations from family or friends

How do you evaluate the influence of these technological factors on your purchasing decisions? (1 – has no influence at all, 5 – has a large influence)

Has absolutely no influenceHas no influenceNeither has, nor has no influenceHas influenceHas a large influence
Convenience of the platform
Design of the platform
Product filtering system
Product recommendation system
Price comparison options
Discounts, promotions, or special offers

How important are these aspects when purchasing fashion items online? (1 – not important at all, 5 – very important)

Not important at allNot importantNeither important, nor unimportantImportantVery important
Sustainable production principles
Ethical labor conditions in production
Transparency and values of the brand
Environmentally friendly packaging or logistics

How often do you purchase fashion items online?

You most often buy fashion items online:

Do you think that electronic commerce platforms influence your attitude towards fashion brands?

In your opinion, what most influences your decision to buy fashion items online?

Do you more often choose fashion items that you have already seen on social media or from influencers?

How important is the ability to quickly return or exchange an item when making a purchasing decision?

How do you evaluate advertisements from electronic fashion platforms?

Where do you most often learn about new fashion brands or collections?

How much do you trust the information provided by electronic commerce platforms about the quality and origin of products? (1 – do not trust at all, 5 – completely trust)

Have you ever been disappointed with a fashion item purchased online (e.g., did not match the description, quality, or size)?

Are you inclined to buy fashion items from the same electronic platforms where you have purchased before?

How important is the price-quality ratio to you when choosing fashion items online?