Title: Antecedents of customers' attitude and intention towards online shopping of apparel in India

Authors: Pardeep K. Ahlawat; Pankaj Kumar; Parveen Kumar

Addresses: Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak-124001, Haryana, India ' Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Sonipat-131039, Haryana, India ' Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Sonipat-131039, Haryana, India

Abstract: This study examines the foremost antecedents of customers' attitude and intention towards online shopping of apparel in Delhi and Gurugram (previously known as Gurgaon), Haryana, India. Using convenience sampling technique, 223 self-administrated survey questionnaires were collected (197 considered usable) from the customers who had experienced online shopping of apparel and tested performing partial least squares-structural equation modelling. The results revealed that shopping convenience followed by product usefulness, trust, and price, positively and significantly impact customers' attitudes towards online shopping. Most notably, customers' intention towards online apparel shopping is significantly affected by convenience and customers' attitude, whereas trust has no significant impact on customers' intention to shop online apparel. The findings will facilitate e-retailers to understand the prominent antecedents of customers' attitude and intention towards online apparel shopping and plan out the customers-oriented marketing strategies for improving online shoppers' positive attitudes and intentions.

Keywords: India; online shopping; apparel; customers' attitude; intention.

DOI: 10.1504/IJICBM.2022.125216

International Journal of Indian Culture and Business Management, 2022 Vol.26 No.4, pp.460 - 484

Received: 08 Mar 2021
Accepted: 24 May 2021
Published online: 02 Sep 2022 *

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