ANALYSIS OF FACTORS INFLUENCING ONLINE BUYING INTENTIONS TOWARDS APPARELS
Keywords:
Buying Intentions, Purchasing Intentions, Fashion and Apparels, Online Shopping, Behavioral attributes, Functional attributes, Aesthetical attributes,,Abstract
The Indian e-commerce industry is growing substantially and is projected to reach ninety nine
billion USD in 2024 which was only 30 billion in 2019. The apparel industry is gaining more
importance in E-commerce, Payoneer report indicates the growth of e-commerce is projected to
be doubled from 2020 to 2025 that is 4.0 percent to 8.0 percent for food & grocery, Apparel and
consumer electronics. Fashion and apparel is a key driver of incremental growth in ecommerce.
The study enunciates important factors influencing buying intentions while online shopping of
apparels. The study includes mixed demography to study the behavioral attributes, functional
attributes and aesthetical attributes influencing buying intentions towards apparel. The vital
factors are extracted applying factorial analysis, further filtered and confirmed through
confirmatory factorial analysis in Amos.
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