Determinants of online consumer buying behaviour: an empirical study on apparel retail

Neha Katiyar and Abhinav Priyadarshi Tripathi

International Journal of Business and Globalisation, 2025, vol. 40, issue 3, 265-288

Abstract: The purpose of this paper is to study the customer attitude towards apparel segment available online. A questionnaire is framed on the basis of extensive literature review and through which 654 valid responses were received from the online survey. The objective of the study has been fulfilled with the help of internal consistency reliability analysis, validity analysis (Cronbach's alpha and CFA) of the factors identified. Based on the data collected through the primary survey, it has been identified that overall convenience, price attribute, website quality, product brand image and perceived risk are the major determinants of customer online purchase intention. The study has many implications for online retailers, strategists, internet marketers and online shoppers in India. The majority of the shoppers in India seek offers and discounts instead of brand or high quality. The study reveals that online retailers may target the appropriate socio-economic background for the success.

Keywords: online purchase intention; buying behaviour; SEM modelling. (search for similar items in EconPapers)
Date: 2025
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