Abstract
The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers’ online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.
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