The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this study is to investigate factors affecting student consumers buying decision when purchasing clothing online, and find out which factors impact on the online buying decision most. The research hypotheses are tested by using data collected from 200 students of Glyndwr University in UK. The identified factors economic orientation, convenience orientation, trust orientation and social...