Title: Determinants of online consumer buying behaviour: an empirical study on apparel retail

Authors: Neha Katiyar; Abhinav Priyadarshi Tripathi

Addresses: Jagannath International Management School, New Delhi, India ' School of Business and Management, Christ University, Ghaziabad, India

Abstract: The purpose of this paper is to study the customer attitude towards apparel segment available online. A questionnaire is framed on the basis of extensive literature review and through which 654 valid responses were received from the online survey. The objective of the study has been fulfilled with the help of internal consistency reliability analysis, validity analysis (Cronbach's alpha and CFA) of the factors identified. Based on the data collected through the primary survey, it has been identified that overall convenience, price attribute, website quality, product brand image and perceived risk are the major determinants of customer online purchase intention. The study has many implications for online retailers, strategists, internet marketers and online shoppers in India. The majority of the shoppers in India seek offers and discounts instead of brand or high quality. The study reveals that online retailers may target the appropriate socio-economic background for the success.

Keywords: online purchase intention; buying behaviour; SEM modelling.

DOI: 10.1504/IJBG.2025.146482

International Journal of Business and Globalisation, 2025 Vol.40 No.3, pp.265 - 288

Received: 15 Aug 2022
Received in revised form: 29 Aug 2022
Accepted: 29 Aug 2022
Published online: 02 Jun 2025 *

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