FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR OF CUSTOMERS IN THE APPAREL VERTICAL: A STUDY IN WEST BENGAL
Knowledge in the area of online apparel shopping, vis-a-vis other product categories, remains sporadic and fragmented; and provides a fertile ground for the ongoing research. While the initial works resulted in the development of a holistic model, there are still limitations in understanding this experience in the Indian context, and more specifically in the state of West Bengal. Therefore, the present paper provides deeper insights to identify the major factors influencing online shopping behaviour towards apparels, in the state of West Bengal. The outcomes of the study are manifold. Quality and Brand Image, Website Effectiveness, Intention to Buy, Impulse Purchase, Fashion Consciousness and Price Sensitivity, have been enumerated as the broad factors, influencing the adoption of online apparel shopping in the state of West Bengal. The current paper is timely and advantageous, as it offers deeper insights into a range of consumer behaviour dimensions, with regard to online apparel shopping. The results of the study may be of interest to academicians, management practitioners, retailers and policymakers.