Online shopping and fashion apparel brands: factors influencing Gen Z behaviour

Jahanvi Jahanvi and Meenakshi Sharma

International Journal of Internet Marketing and Advertising, 2025, vol. 23, issue 1/2, 56-79

Abstract: An examination of previous research on online apparel shopping behaviour in developing countries revealed that research conducted on Gen Z is somewhat limited. The purpose of the study is to quantitatively examine the factors that influence Gen Z online apparel shopping behaviour. This model is empirically tested using an online survey from a convenience sample of 390 participants and analysed using multiple regression analysis. The findings of the study indicate that four variables (website characteristics, brand-related factors, individual factors and shopping orientation) have a direct influence on Gen Z online apparel shopping behaviour. Shopping orientation and brand-related factors have the highest positive effect on Gen Z online apparel shopping behaviour, followed by website characteristics and individual factors.

Keywords: Gen Z; online shopping; apparel; consumer behaviour. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=147546 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:56-79

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().