FACTORS AFFECTING CONSUMER BEHAVIOR IN ONLINE APPAREL SHOPPING

Abstract

The point of the gaining knowledge is to look at the causes that influence a customer's decision to shop for clothing on web. The Internet, which is based on technology, has connected people globally. Different segments of the population have comparable tastes, perceptions, styles, and accessibility. Now that online shopping is available 24x7, it has facilitated globalization by allowing access to all product information from anywhere in the world. As an impact, consumer preferences have shifted in terms of selection, quality, services, selling, and purchasing. The primary reason for this is that the vast majority of electronic gadget applications are connected to the internet. As an impact, customers are ecstatic about the prospect of purchasing and selling their desired goods. Consumers are acting shrewdly and expressing a strong interest in online shopping because it saves time, facilitates payment, and provides a plethora of options for selecting the best of the best of his chosen product. With the exponential growth of India's consumer economy in the retail market and internet usage, there are numerous opportunities for online shopping. To survive and exceed expectations in this competitive environment, e-tailers must understand consumer behaviour in order to tailor their product offerings for maximum client satisfaction. This modern and convenient method of purchasing is gaining popularity among consumers, particularly among tech-savvy millennials who recognize the importance of judiciously utilising innovation to ensure a positive online shopping experience. Online purchasing is the way of utilising technology to improve selling performance. And shoppers are developing constsnt strategies to meet online shoppers' demands; they are analysing consumer behaviour in the realm of online percgasing to ascertain how costumers feel about purchasing clothing virtually. The purpose of this research is to ascertain the results that motivate Bahraini shoppers to shop virtually. The thesis of planned outcome is used to develop a model that accounts for the effect of numerous variables on online purchasing intentions and behaviour. The study collects data through an online poll in which online shoppers of all ages rate the importance of various characteristics that influence their purchasing experience. The findings indicate that customer preferences vary significantly by age group. According to the findings, subjective norms, attitudes, and perceptions about the implications of online purchasing influence customers' intentions to purchase. Control in behavioral control and intentions had a sizable effect on online purchasing behaviour. Additionally, its result supports the notion that personal innovation has a positive effect on attitudes and intentions toward online shopping.