Decoding millennial’s online apparel shopping: the role of e-commerce experience as a mediator and income as a moderator

Amita Venkatesh () and P. Aruna ()
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Amita Venkatesh: Christ University
P. Aruna: Christ University

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2025, vol. 52, issue 1, No 5, 55-81

Abstract: Abstract This study investigates the determinants of millennial e-customer experience and e-purchase intent toward apparel by considering 241 male and female online apparel shoppers employing a purposive sampling approach and explores the dynamics of online apparel purchase intention among millennials in prominent tier one and two cities in the Southern state of Karnataka, thereby providing a broader picture of other similar cities in India. Results reveal that the virtual platform layout and features, purchase journey components and product-related factors significantly impact millennial e-customer experience and e-purchase intent. With regard to the mediating role of millennial e-customer experience between virtual platform layout and features and e-purchase intent, it is seen that there is a significant indirect effect while the direct effect is insignificant, indicating full mediation, on the other hand, both the indirect and direct effects of purchase journey components and product-related factors on e-purchase intent through millennial e-customer experience as a mediator is significant, thereby indicating partial mediation. In addition, this study confirms that income does not moderate the relationship between the variables and provides insights into the dynamics of online apparel shopping specifically among millennials, offering practical implications for apparel e-tailers and future research avenues. Further, by investigating the mediating and moderating effects of experience and income this study addresses the effects of economic diversity and experience expectations on millennial apparel shopping behavior.

Keywords: Online shopping; Millennials; Apparels; Purchase intention; Customer experience (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s40622-025-00425-3

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