Title: An exploratory study of various factors influencing customer behaviour towards apparel e-commerce in Pakistan

Authors: Muhammad Umer Chaudhry; Syed Shoaib Nazir

Addresses: Business Administration Program, School of Management, Forman Christian College (A Chartered University), Lahore, Pakistan ' School of Management, Forman Christian College (A Chartered University), Lahore, Pakistan

Abstract: This study investigated the interplay between customer behaviour, attitudes toward e-commerce and apparel e-commerce, and brand image in Pakistan's apparel e-commerce sector. Using a survey of 466 Pakistani apparel online shoppers, with equal gender representation, the research explored factors influencing customer behaviour, with customer attitude and brand image as independent variables and behaviour as dependent. Statistical analyses confirmed significant positive relationships between customer attitude toward e-commerce and apparel e-commerce, brand image, and customer behaviour. Findings suggest that favourable e-commerce attitudes and positive brand perceptions enhance customer behaviour in apparel e-commerce. Additionally, demographic attributes were found to influence customer behaviour and attitudes. This underscores the importance of understanding both consumer perceptions and demographic factors in shaping strategies within the apparel e-commerce market in Pakistan.

Keywords: apparel e-commerce; customer-behaviour; CB; customer-attitude; CA; brand-image; BI; Pakistan; brands; perception; online-shopping; customer-gratification; clothing items.

DOI: 10.1504/IJBFMI.2025.148880

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.4, pp.433 - 451

Received: 18 Mar 2024
Accepted: 30 Mar 2024
Published online: 30 Sep 2025 *

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