Title: Online shopping and fashion apparel brands: factors influencing Gen Z behaviour

Authors: Jahanvi Jahanvi; Meenakshi Sharma

Addresses: Jaipuria Institute of Management, Block A, Gate No. 2, Shakti Khand IV, Indirapuram, Ghaziabad, India ' Birla Institute of Technology, Mesra, Ranchi, Noida campus, A-7, Sector-1, Noida, Uttar Pradesh 201301, India

Abstract: An examination of previous research on online apparel shopping behaviour in developing countries revealed that research conducted on Gen Z is somewhat limited. The purpose of the study is to quantitatively examine the factors that influence Gen Z online apparel shopping behaviour. This model is empirically tested using an online survey from a convenience sample of 390 participants and analysed using multiple regression analysis. The findings of the study indicate that four variables (website characteristics, brand-related factors, individual factors and shopping orientation) have a direct influence on Gen Z online apparel shopping behaviour. Shopping orientation and brand-related factors have the highest positive effect on Gen Z online apparel shopping behaviour, followed by website characteristics and individual factors.

Keywords: Gen Z; online shopping; apparel; consumer behaviour.

DOI: 10.1504/IJIMA.2025.147546

International Journal of Internet Marketing and Advertising, 2025 Vol.23 No.1/2, pp.56 - 79

Received: 02 Mar 2023
Accepted: 10 Aug 2023
Published online: 21 Jul 2025 *

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