Background: Sales of fashion products are moving from brick and mortar to the Internet (Love, 2016). As e-commerce is increasingly gaining importance for fashion retailers, it is vital for scholars as well as practitioners to examine the drivers that foster consumers to use websites for making fashion purchases (Escobar-Rodiguez & Boson-Fernadez, 2016). In consistence with the suggestions from prior studies, this study addresses the present literature gap by examining both the predictors of online intentions to purchase and actual online purchase behavior of fashion products among millennials in Sweden.

Purpose: The purpose of this study is to investigate the drivers that directly determine the online intention to purchase and online purchase behavior of fashion products via e-commerce websites among millennials in Sweden.

Method: A quantitative study has been conducted to fulfil the purpose of this research. The proposed research model was developed from previous e-commerce studies and the UTAUT2 model. Primary data was collected through an online survey among millennials in Sweden that have experience with purchasing fashion products on e-commerce websites. Multiple linear regression analyses were applied to test the ten proposed hypotheses.

Conclusion: The empirical findings demonstrate that four factors affect online purchase intention, listed from strongest predicting value to weakest, habit, performance expectancy, hedonic motivation and price saving orientation. The two factors that were found to predict online purchase behavior of fashion products were habit and online purchase intention of fashion products, with the former being the strongest predicting value. Contrary to previous research, the results indicate that fashion innovativeness, trust, brand orientation and social influence do not influence online purchase intention for millennials in Sweden.