Clothing is the second important category of products sold in Romania through the Internet. The number of online buyers is increasing although not up to values registered in other European countries. This raises the question of the reasons for reluctance or poor use of online purchases and of the behaviour of those who still buy clothes online. The article focuses on presenting the results of a study conducted in one of Romania counties in 2016. Data is supplemented with information obtained from secondary sources, namely a national study conducted in 2014. We identified characteristics of Dambovita residents regarding the factors of influence, brakes on purchase and the actual online purchase behaviour.
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