Factors influencing online apparel shopping orientation among women in Mumbai

Vaishali Hemant Pardeshi () and Vandana Khanna ()
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Vaishali Hemant Pardeshi: MET, Institute of Management
Vandana Khanna: K. J. Somaiya Institute of Management Studies and Research

Journal of Global Entrepreneurship Research, 2021, vol. 11, issue 1, 163-174

Abstract: Abstract The purpose of the study was to examine the factors influencing online apparel shopping orientation among women. Survey data from women aged 18–55 with online shopping experience were considered. Four key factors were identified by factor analysis (i.e. smart shopping orientation, enjoyment-orientation, brand-orientation and Fashion-orientation). Multiple regression results showed smart-shopping orientation had maximum impact, while enjoyment-orientation, brand-orientation and fashion-orientation had the least impact. It was found that women in Mumbai are smart shoppers, and they shop online to save time and money. Managerial implications were discussed for designing effective strategies to attract and retain women shoppers.

Keywords: Shopping orientation; Fashion orientation; Brand orientation; Smart shopping; Enjoyment orientation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:jglont:v:11:y:2021:i:1:d:10.1007_s40497-021-00270-5

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DOI: 10.1007/s40497-021-00270-5

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