Online Apparel Shopping Research Articles

Decoding Gen Y Online Shopping Patterns: A Model-based Study

Consumer decision-making has been examined extensively by both marketers and researchers. This examination is not only instrumental in identifying market challenges and opportunities but also in strategizing to address these profitably. This particular study aims to fill such a research void by exploring and analysing the factors that contribute to understanding consumer decision-making styles, specifically in the context of online apparel shopping among Indian Generation Y consumers. A sample of 335 Generation Y consumers was surveyed, and exploratory factor analysis was carried out using SPSS 26 to identify the dominant decision-making styles. Following this, confirmatory factor analysis was performed using SPSS AMOS to validate the existence of the model. The outcomes of this study indicate that the decision-making styles of Generation Y are significantly influenced by multiple factors including website quality consciousness, hedonic and incentive motivations, societal and external circumstances, as well as novelty orientation and impulsiveness.

Investigating The Intervening Role of E-Satisfaction in The Formation of E-Loyalty Among Online Apparel Shoppers

The current study investigates the effect of e-satisfaction in the formation of e-loyalty among online clothing customers. We evaluated four main hypotheses using empirical analysis, including the impact of recognisable brands, celebrity endorsements, and favourable pricing on e-satisfaction, as well as the overarching relationship between e-satisfaction and e-loyalty. The research population is limited to people between the ages of 20 and 55 residing in Hyderabad, Telangana, India. The participants are chosen using a convenience sampling procedure with a sample size of 150.The findings strongly confirm the assumptions, demonstrating that both well-known companies and celebrity endorsements have a considerable impact on e-satisfaction. Furthermore, while favourable pricing contributes to e-satisfaction, its impact is less than that of brand reputation and endorsements. Notably, e-satisfaction appeared as a critical intervening variable, with a strong and significant link to e-loyalty. The findings emphasise the importance of e-satisfaction in moulding e-loyalty, implying that businesses can deliberately spend in improving brand reputation, obtaining quality endorsements, and optimising price to maximise both e-satisfaction and eventual e-loyalty. These findings provide important insights for online clothing companies trying to increase consumer happiness and develop long-term loyalty.

A systematic literature review and analysis of try-on technology: Virtual fitting rooms

To enhance customer satisfaction and transform negative perceptions of online apparel shopping, fashion brands are increasingly adopting virtual fitting rooms. Despite clothing being the most frequently purchased item online, customers often struggle to find garments that fit their size and skin tone. Consequently, the clothing industry experiences a higher return rate compared to other e-commerce sectors. To address this issue, fashion brands prioritize the implementation of try-on technology, aiming to improve product visibility and provide sensory input. However, existing studies have yielded conflicting findings. This research aims to resolve this issue by organizing and categorizing the relevant literature. To collect related publications, scholarly databases such as Scopus, Emerald, Springer, Wiley, Science Direct, ProQuest, and IEEE Xplore were extensively searched. The investigation employed a systematic literature review strategy, with the search conducted from January 2005 to February 2023. Ultimately, eighty publications meeting the selection criteria were chosen for further review. The study classifies the literature into subfields based on publication year and region, thoroughly exploring various aspects of TOT, including theories, influencing factors, moderating, or mediating variables, outcomes, and notable findings. Based on the evaluation results, a conceptual model and research gap for TOT is proposed to guide future research in this domain, providing valuable insights for both the management and academic research communities.

Understanding the information characteristics of consumers’ online reviews: the evidence from Chinese online apparel shopping

Understanding the information characteristics of consumers’ online reviews: the evidence from Chinese online apparel shopping

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

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.

Relevance of trust and satisfaction as mediators to behavioural intention of consumers towards online apparel shopping

The Internet is an integral part of every individual and is a means of business transaction, leading to the immense growth of e-commerce in all sectors. This research study evaluates the significance of attitude as a mediating variable between behavioural intention and overall satisfaction in apparel shopping using Partial Least Square – Structural Equation Modelling with a bootstrapping approach for evaluating the hypothesis. A total of 227 consumers were surveyed using a structured questionnaire and convenient sampling method with a cross-sectional method for collecting data. The hypothesis states that there is a significant relationship between overall satisfaction effect & attitude, reputation & trust, attitude & behavioural intention and trust & behavioural intention. Evidence of the partial mediation effect of attitude between overall satisfaction and behavioural intention is also identified. The findings indicate that the model is valid and has a good fit. Therefore, improved customer service and delivery service will help the corporate to uplift the endogenous latent variable of Behavioural Intention.

Post-purchase online customer experience with apparel retailing: a structural equation modelling approach

ABSTRACT With the expansion of the internet and the reduction of impediments in the supply chain, online apparel retailing is expanding its reach for unserved people. This growth in the online customer base has posed challenges for e-retailers to provide a better online customer experience (OCX) in the post-purchase stage and retain them. However, in online retailing, OCX in the post-purchase stage is imperative, as the customer can experience apparel only after delivery. This study intends to examine the role of post-purchase OCX dimensions of online apparel retailing in determining customer satisfaction and repurchase intention. An online survey approach has been adopted to collect 491 valid responses from customers who are well-versed in online apparel shopping. A proposed model has been tested using confirmatory factor analysis with structural equation modelling and analysis support, which validates the hypotheses drawn. Findings imply e-commerce decision-makers scrutinise critical post-purchase touchpoints for making websites customer-driven.

Gaze behaviour, body image in women and online apparel shopping

AbstractOnline apparel shopping is popular among women, with possible negative body image consequences, particularly when the website imagery is body‐focused. We investigated both correlational and experimental effects of online apparel shopping on women's (N = 113) explicitly and implicitly measured self‐worth, appearance attitudes and body gaze behaviour. Self‐reported online apparel shopping behaviour positively correlated with self‐objectification and a tendency to value and compare one's appearance. Following a simulated online shopping activity, women who browsed a body‐focused activewear website felt worse about their looks, when compared with women who browsed a non‐body‐focused casualwear website. The activewear condition also primed lower subsequent visual attention towards female bodies in a gaze task, when compared with the casualwear condition. Given that women tend to naturally gaze at faces, the deprivation of facial stimuli in the activewear condition presumably led to a compensatory gaze effect, whereby subsequent attention towards bodies was comparably low. Importantly, dollars spent in the activewear condition correlated positively with appearance comparison and body shame attitudes. These results suggest that online apparel imagery exposure may negatively impact women's well‐being. We also find evidence suggesting that gaze behaviour plays a role in how apparel marketing influences subsequent attention.

Experimental evidence that browsing for activewear lowers explicit body image attitudes and implicit self-esteem in women

Online apparel shopping is popular amongst women and offers salient visual information for making body image and self-worth judgements. Apparel segments which emphasize the value of women’s bodies are particularly effective for eliciting low body image and self-worth. Across two studies, we investigated the association between self-reported and experimental online activewear exposure on women’s self-worth, body image, appearance attitudes, mood and gaze behavior. In Study 1, participants (N = 399) completed a survey collecting their online apparel shopping habits, body appreciation, self-esteem, appearance comparison tendencies and self-objectification attitudes. Activewear was the second-most popular apparel segment amongst women (after casualwear) and weekly activewear browse time was positively correlated with appearance comparison tendencies, desires to be muscular/athletic and body shame. In Study 2, participants (N = 126) were randomly allocated to browse an activewear, casualwear or homewares website and completed pre and post measures of mood, body image, implicit self-esteem and body gaze behavior. In the activewear condition, there was a significant reduction in positive body image and implicit self-esteem scores. There were no experimental effects for body gaze behavior. These findings illustrate that apparel choices have value for understanding the aetiology of maladaptive body image attitudes and low self-esteem in women.

Assessing customers' attitude towards online apparel shopping: A three-way interaction model

This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic word of mouth (EWOM), perceived risk, and perceived behavioral control in the relationships have been examined. Data were collected from 432 online apparel consumers using a survey questionnaire. First, the instrument's psychometric properties were checked, and then data was analyzed using Hayes's PROCESS macros. The results indicate that online purchase intention mediates the relationship between consumers' attitudes toward online shopping and actual purchase behavior. In addition, the results found strong support for the three-way interactions between attitude, perceived risk, and EWOM on purchase intention, and (ii) attitude, EWOM, and perceived behavioral control on actual purchase behavior mediated through purchase intention. The three-way interactions involving the double-moderation of EWOM make significant contributions to the growing literature on online buying.

Increasing digital dissemination and online apparel shopping behaviour of Generation Y

PurposeThis paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.Design/methodology/approachFor this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.FindingsIt finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.Practical implicationsOnline retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.Originality/valueThe study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.

An exploratory study to assess the impact of social media influencers on consumer’s buying behaviour for online apparel shopping

The COVID-19 pandemic has drastically accelerated the growth of Online retail shopping platforms. Moreover, it has introduced the concept of social media marketing and the emergence of Social Media Influencers. This study is based on the Stimulus-Organism-Response model of decision-making by Hebb 1950s. The study will analyse the impact of factors arising through content posted by SMIs and their influence on consumers’ buying decisions. The study will use Smart PLS to perform factor analysis and assess the relationship between measured variables and latent variables using Structural Equation Modelling.

Impact of E-Service Quality Dimensions on Customer Satisfaction and Loyalty in Online Apparel Shopping in India

This study aimed to assess the impact of the e-service quality dimensions on customer satisfaction and loyalty in the online apparel market in India. The study examined the direct effect of e-service quality dimensions on customer satisfaction and the effect of customer satisfaction as a mediator in the relationship between the e-service quality dimensions of fulfillment, privacy, efficiency, system availability, and customer loyalty. The study used a descriptive design and collected data from 239 respondents in 2020. Data were analyzed using statistical tools such as Statistical Package for Social Sciences (SPSS) and analysis of moment structures (AMOS). A confirmatory factor analysis was carried out to assess model fit, and path analysis using AMOS was used to test the direct relationships. The mediation effect of customer satisfaction between the dimensions of e-service quality with customer loyalty was tested through the PROCESS Macro package. While the e-service quality dimensions of fulfillment and privacy positively influenced customer satisfaction, efficiency and system availability did not lead to customer satisfaction. However, customer satisfaction partially mediated all four dimensions of e-service quality and customer loyalty. This study contributed to the academic literature by testing the E-SERVQUAL model in Indias online apparel shopping context. The study was relevant to online apparel retailers by identifying fulfillment and privacy as key dimensions influencing customer satisfaction amongst online apparel customers in India.

A moderated mediation mechanism underlying the impact of website telepresence on purchase intention - Evidence from Chinese female college student customers.

Telepresence in e-commerce, the feeling of resembling shopping in a physical store, plays a critical role in determining online purchase intention. However, the cognitive mechanism and boundary conditions about its effect still need further investigation. The current study construed flow experience and socioeconomic status as important variables and developed a moderated mediation model for their roles in the effect of telepresence. The model was supported by our study where a group of Chinese female college students participated in simulated online apparel shopping and completes relevant questionnaire surveys. The results show that: (1) website telepresence predicts positively the purchase intention of females, (2) flow experience mediates the impact of website telepresence on purchase intention, and (3) the relationship between website telepresence and flow experience could be moderated by socioeconomic status, namely, females with higher socioeconomic status demonstrate stronger mediation of flow experience. These findings can help researchers and online retailers understand the flow concept in e-commerce and formulate marketing strategies to retain consumers with different socioeconomic statuses.

Leveraging personalization and customization affordances of virtual try-on apps for a new model in apparel m-shopping

PurposeVirtual try-on apps (VTOs) hold great potential to transform online apparel shopping, yet their acceptance by consumers has been lukewarm. By drawing on two theories – Sirgy’s theory of the self and Sundar’s theory of interactive media effects (TIME) – the study tests a PLS model with two new constructs: Photo Satisfaction and Consumer Inspiration, and their impact on Adoption Intention.Design/methodology/approachThis mixed methods study examines the effects from personalization and customization affordances in the latest generation of apparel VTOs. The proposed model was tested in a quasi-experimental within-subjects design, as 61 female participants completed a goal-directed and an exploratory apparel shopping task using two VTO apps available on the market.FindingsInspiration induced from the customization affordance in the exploratory task influenced Adoption Intention as strongly as Fit Confidence did. For both conditions, users’ satisfaction with their avatar picture had a stronger effect on Perceived Augmentation than the individual trait of Body Esteem. The study also demonstrates how TIME’s Sense of Agency component could help theorize positive consumer responses to mobile marketing technology, which in our study were induced via the app’s Mix and Match feature. Also demonstrated was that Perceived Augmentation could be influenced by body-image affective judgments made during the pre-task VTO avatar creation phase.Practical implicationsVTO’s customization feature “Mix and Match” appears vital for the adoption of such apps for exploratory m-shopping of apparel. Also important is the satisfaction with one's photograph during the avatar-creation phase. We further suggest that apparel retailers work with Augmented Reality developers to include dynamic avatar capability as well as social sharing affordances in VTOs.Social implications60 billion USD worth of returns occur annually in the online apparel retail industry, mostly related to fitting problems, not to mention the larger carbon footprint from the increased transportation. A more wide-spread adoption of VTOs can not only help with these problems but also lighten the traffic in brick and mortar fitting rooms, a potential hazard at this time of pandemic.Originality/valueThis is the first study to examine Consumer Inspiration in the context of online apparel retailing and to demonstrate the importance of Photo Satisfaction during the avatar-creation phase in influencing the subsequent user experience in apparel VTOs.

Virtual Fitting Rooms for Online Apparel Shopping: An Exploration of Consumer Perceptions

This study used a qualitative approach to unveil consumer perceptions and adoption intention toward virtual fitting rooms for their online apparel shopping. Two focus group interview sessions were conducted with a total of 21 students at a southeast university in the U.S. (12 females and 9 males; age range 23 to 31 years). The qualitative data were analyzed according to the desirability–feasibility framework, and five central categories emerged: utilitarian benefits, experiential benefits, social benefits, technical concerns, and personal concerns. Additionally, several subcategories emerged belonging to one of the two key dimensions, either perceived desirability or feasibility.

Computing Wearable’s Enabling Taking Body Measurements Physical to Digital

If a device tells you whatever garment you are wearing is not the best fit for your body, would you change? If yes, then Computing wearable’s are fosters for providing personal information to the wearer about their body measurements. In medical sciences computing wearables not only track your day to day health-related data but also help in effective implementation of prevention and treatment techniques. Online apparel shopping is an easy method, which consumes less time and you can find everything you need. Apparel fitment becomes a key between acceptance and disappointment. In India there are no standard size charts available so apparel manufacturers are using size charts as per their own understanding and research. This may irritate the customers while trying to identify appropriate size, and may result into rejections, return of apparel. According to recent studies, between 20-40% of all online apparel purchased 70 % is returned, only due to issues with fit alone, which costing fashion e-tailors millions. Here the Body measurements data generated through computing wearable’s can be an innovative and interactive method for selection of right garment which may put conventional taking body measurements method out of the market.

SmartFit: Smartphone Application for Garment Fit Detection

The apparel e-commerce industry is growing day by day. In recent times, consumers are particularly interested in an easy and time-saving way of online apparel shopping. In addition, the COVID-19 pandemic has generated more need for an effective and convenient online shopping solution for consumers. However, online shopping, particularly online apparel shopping, has several challenges for consumers. These issues include sizing, fit, return, and cost concerns. Especially, the fit issue is one of the cardinal factors causing hesitance and drawback in online apparel purchases. The conventional method of clothing fit detection based on body shapes relies upon manual body measurements. Since no convenient and easy-to-use method has been proposed for body shape detection, we propose an interactive smartphone application, “SmartFit”, that will provide the optimal fitting clothing recommendation to the consumer by detecting their body shape. This optimal recommendation is provided by using image processing and machine learning that are solely dependent on smartphone images. Our preliminary assessment of the developed model shows an accuracy of 87.50% for body shape detection, producing a promising solution to the fit detection problem persisting in the digital apparel market.

온라인 의류 쇼핑의 가상 피팅 시스템 도입을 위한 성인 남성 소비자의 인식 및 요구

의류와 액세서리는 지난 수년간 온라인 쇼핑에서 주력 상품이었다. 그러나 실제 입어보지 못하는 점은 온라인에서 구매 결정의 제한점이 됨을 인지하게 되었고, 이를 매치 딜레마라고 일컫는다. 이러한 딜레마는 온라인 의류 쇼핑의 성장에 큰 영향을 미칠 것으로 판단된다. 따라서 소비자의 필요에 따라 온라인 의류 쇼핑 에 가상 피팅 시스템 도입에 고려해야 할 요소를 파악하여 가상 피팅 시스템의 도입의 방향성을 제안할 필요 가 있다. 따라서 최근 온라인 쇼핑에 대한 긍정적인 소비자로 대두되는 남성 소비자를 대상으로 인터뷰와 설문조사를 진행하여 온라인 의류 쇼핑에 대한 인식과 경험을 통한 요구를 파악하고, 가상 피팅 시스템 도입 을 위한 고려 요소를 도출하였다. 그 결과, 온라인 의류 쇼핑에서 구매를 결정하는 요인, 구매의 결정적 요인 (34.25%)과 가상 피팅 시스템의 아바타 기술 도입에 대한 의견(6.26%)이 있었다. 또한 고려해야 할 정보에 대해서 응답자의 16.26%가 신체의 만족도와 옷의 특성에 따라 고려되어야 한다고 하였으며, 의류 쇼핑에 게 시된 정보 외에 개인의 신체 적합성이나 착용에 따른 신체적, 심리적 쾌적성에 대한 언급은 각각 18.29%와 8.13%로 나타났다. 또한, 자기 판단, 신체적 만족도, 외형적 이미지, 심리적 맞음새 만족도 1,2, 물리적 맞음새 만족도, 구매 결정의 총 8개의 요인이 도출되었다. 결론적으로, 온라인 환경의 특수성, 가상 피팅 시스템 도입 의 장단점을 확인함으로써 남성 소비자의 심리를 구매로 이어지게 하기 위한 요소들이 도출되었다. 이는 남 성 소비자를 대상으로 하는 온라인 의류 쇼핑에서 가상 피팅 시스템을 적용할 때 기초 자료로 제안할 수 있다.

Cross-cultural examination of apparel online purchase intention: S-O-R paradigm

ABSTRACT The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea.