Contradictory Narratives on Drivers and Barriers of Online Shopping Intentions for Apparel among Customers in Kerala

Abstract

Apparels are the frills of social embellishment and the medium for defining one’s personality. The rapid advancement in information technology, online banking, and smartphone accessibility has resulted in exponential growth in online apparel shopping in developing countries, with India ranking second in market potential. A spectrum of internal and external factors influences people’s intentions to buy online, with customers’ attitudes shaped by perceptions being the most influential one. The descriptive study using first-hand data investigates the perceptions regarding drivers and barriers of online shopping intentions for apparel among online and offline preferring customers in Kerala. There are diverging arguments for and against online apparel shopping, labelled as drivers and barriers. The discussions hint that, for customers who prefer to shop online, the perceived impact of drivers outweighs the barriers. However, customers who prefer offline overweigh the impact of barriers on online shopping intentions rather than what drivers could exert. The study concludes that people’s perceptions of how drivers and barriers impact their online apparel shopping intentions serve as the foundation for their preferences of being online or offline. The contradictory narratives of the perceived impact of drivers and barriers on customers’ online shopping intentions have classified strategic implications for businessmen in understanding consumer behaviour patterns and effectively enrooting their products.