Adoption of Social Networking Sites for Clothing Purchases: A UTAUT-Based Study

Abstract

This study investigates the adoption of social networking sites (SNS) for clothing purchases using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. It examines how performance expectancy, effort expectancy, social influence, and behavioral intention influence consumers’ acceptance of SNS as platforms for clothing purchases. A descriptive–correlational research design was employed with 100 participants recruited from an academic institution. Data were gathered through a validated questionnaire and analyzed using descriptive statistics and Pearson correlation. Findings indicate high levels of SNS adoption, with performance expectancy emerging as the strongest predictor of behavioral intention. All UTAUT constructs showed significant positive relationships, indicating that perceived usefulness, ease of use, and social influence substantially shape consumers’ intention to use SNS for clothing purchases. The study reinforces the relevance of UTAUT in explaining technology acceptance within online shopping contexts, specifically in clothing-related purchases.