Online Shopping Buying Behviour in Consumers for Apparel Industry

The demand for clothing online has grown significantly on a global scale. Increased internet access in Tier 2 and Tier 3 cities, an increase in mobile users, low entry hurdles, and a movement in the economy towards digitalization are some of the factors that contributed to the boom of the online garment business. It has been determined after studying the available literature that there are numerous studies concentrating on the various different parameters that influence online purchasing intentions in silos. Additionally, relatively little study has been done on the effects of digital marketing characteristics on online clothes shopping. So, a thorough model for forecasting online purchase intents is created in order to close this gap. This study emphasises the significance of three key constructs in influencing and forecasting online purchase intentions: consumer brand perception, consumer brand connection, and consumer buying behaviour. To determine the numerous factors influencing the key research constructs, a thorough literature review is done.