Literature Review: Indian Consumers' Behavior towards Buying Fashion Apparel Online
Article Sidebar
Main Article Content
Abstract: This review paper provides a comprehensive examination of the changing behavior of Indian consumers in the context of online fashion apparel shopping. With the rapid rise of internet penetration, smartphone usage, and digital payment infrastructure, India has witnessed a significant transformation in retail consumption patterns, particularly in the fashion segment. This review delves into the key factors influencing consumers’ online apparel purchasing decisions, including individual characteristics such as brand consciousness, price sensitivity, fashion awareness, and impulsiveness. It also explores technological enablers like ease of website navigation, accessibility, information search capabilities, and perceived usefulness—elements that enhance consumer engagement and trust. Additionally, the review investigates transactional and socio-psychological considerations such as perceived risk, convenience, social influence, and lifestyle alignment. Drawing upon a wide array of empirical studies and theoretical frameworks—including the Consumer Styles Inventory and the Technology Acceptance Model—this paper synthesizes insights to present a holistic view of online shopping behavior in the Indian fashion market. The findings underscore both the opportunities and challenges associated with e-commerce, such as consumer satisfaction, delivery logistics, product authenticity, and privacy concerns. Ultimately, this review highlights the critical need for businesses to understand consumer motivations and behavior to capitalize on the growth of India’s online fashion retail sector.
Downloads
References
1. Almousal, M. (Vol. 7, No. 2, 2011, pp. 23-31). Perceived Risk in Apparel Online Shopping: A Multi Dimensional Perspective. Canada: SANADIAN SOCIAL SCIENCE.
2. Arika Riaz, S. R. (2015). The Emerging Trend of Online Shopping: A Literature Review. Malaysia: international journal of accounting, business and management.
3. Bain & Company & RedSeer. (2023). How India Shops Online: Fashion Category Deep Dive. Retrieved from https://www.bain.com
4. Brosdahl, M. A. (n.d.). Online apparel purchasing: A cultural comparison of Saudi Arabian and U.S. consumers. Saudi Arabian and U.S.: Journal of International Business and Cultural Studies.
5. Chen, S. C., & Chang, T. Z. (2003). A descriptive model of online shopping process: Some empirical results. International Journal of Service Industry Management, 14(5), 556–569. https://doi.org/10.1108/09564230310500114
6. Cowart, K. O., & Goldsmith, R. E. (2007). The influence of consumer decision-making styles on online apparel consumption by college students. International Journal of Consumer Studies, 31(6), 639–647. https://doi.org/10.1111/j.1470-6431.2007.00615.x
7. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
8. Doherty, N. F., & Ellis-Chadwick, F. (2006). New perspectives in internet retailing: A review and strategic critique of the field. Journal of Retailing and Consumer Services, 13(2), 111–123. https://doi.org/10.1016/j.jretconser.2005.08.003
9. Dr Ipshita Bansal, M. R. (2015). Importance of website's attributes in apparel online shopping. Rajasthan: International Journal of Commerce, Business and Management.
10. Economic Times. (2023). Ajio sees 66% GMV growth. Retrieved from https://retail.economictimes.indiatimes.com
11. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
12. Goldsmith, R. E. (2000). How internet users shop online for apparel: The interactive effects of internet use and consumer innovativeness. Journal of Fashion Marketing and Management, 4(4), 362–369. https://doi.org/10.1108/13612020010357774
13. Hill, W., Beatty, S. E., & Walsh, G. (2013). A segmentation of online consumers based on their shopping orientations. Journal of Retailing and Consumer Services, 20(3), 220–228. https://doi.org/10.1016/j.jretconser.2013.01.003
14. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50–68. https://doi.org/10.1177/002224299606000304
15. Jarvenpaa, S. L., & Todd, P. A. (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59–88. https://doi.org/10.1080/10864415.1997.11518283
16. Joseph, J. L. (2006). 5. A Study of Apparel Dress Model Technology on the web. Newyork, USA: Journal of Information, Information Technology, and Organizations.
17. Kau, A. K., Tang, Y. E., & Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20(2), 139–156. https://doi.org/10.1108/07363760310464604
18. Kim, Y. K., & Park, S. (2005). Consumers’ responses to online shopping mall web atmospheres: The role of emotional states. Psychology & Marketing, 22(2), 117–143. https://doi.org/10.1002/mar.20054
19. Lachman, R., & Brett, J. (2013). Retailing in emerging markets: A policy and research agenda. Journal of International Business Studies, 44(6), 579–597. https://doi.org/10.1057/jibs.2013.27
20. Lijie, W. Z. (2011). Case Study of Online Retailing Fast Fashion Industry. International Journal of e-Education, e-Business, Management and e-Learning.
21. Liu, C., & Forsythe, S. (2010). Post-adoption online shopping continuance. International Journal of Retail & Distribution Management, 38(2), 97–114. https://doi.org/10.1108/09590551011020100
22. Mathew, D. B. (2015). A Study on Changing Trends in Online Shopping of indian consumers in apparel segment. Bangalore: International Journal of Applied Research.
23. Moe, W. W., & Fader, P. S. (2001). Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 326–335. https://doi.org/10.1287/mnsc.1040.0174
24. Monsuwé, T. P. Y., Dellaert, B. G. C., & Ruyter, K. D. (2004). What drives consumers to shop online? A literature review. International Journal of Service Industry Management, 15(1), 102–121. https://doi.org/10.1108/09564230410523358
25. Parmar, m. o. (2014). A study of online marketing strategy for apparel industry Madhya Pradesh with special reference to Indore district. Indore: global journal of multidisciplinary studies.
26. Preeti Singh1, P. R. (2015). Online Shopping Behavior of Consumers. Jaipur: International Journal of Innovative Research in Science, Engineering and Technology.
27. Ratchford, B. T., Talukdar, D., & Lee, M. S. (2001). A model of consumer choice of the Internet as an information source. International Journal of Electronic Commerce, 5(3), 7–21. https://doi.org/10.1080/10864415.2001.11044224
28. Salim, E. I. (n.d.).. Women's Awareness towards Good Shopping for Clothes. International conference new perspectives in science education.
29. Singh, P. (2014).. Consumer's buying behavior towards online shopping. Lucknow city: Journal of Research In Commerce & Management.
30. Singh, P., & Kashyap, R. (2015). Online shopping behavior of consumers: An analytical study of Indian market. International Journal of Innovative Research in Science, Engineering and Technology, 4(10), 9670–9677.
31. Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior in fashion (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
32. Sproles, G. B., & Kendall, E. L. (1986). A methodology for profiling consumers’ decision-making styles. Journal of Consumer Affairs, 20(2), 267–279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
33. Srivastaval, p. M., & Verma2, m. K. (n.d.). Comparative study on online shopping behavior of working and non-working women of Udaipur city comparative study on online shopping behavior of working and non-working women of Udaipur city: Asian academic research journal of social science & humanities.
34. Statista. (2023). Online Fashion in India - Statistics & Facts. Retrieved from https://www.statista.com
35. Syed irfan shafi, d. C. (2014). An Investigation on Shoppers' Buying Behaviur Towards Apparel Products in KARAIKAL: Pacific International. Bangalore City. Business Review
36. Vogue Business. (2022). Why AR clothing try-on is nearly here. Retrieved from https://www.voguebusiness.com/technology/why-ar-clothing-try-on-is-nearly-here
37. Watson, R. T., Berthon, P., Pitt, L. F., & Zinkhan, G. M. (2002). U-commerce: Expanding the universe of marketing. Journal of the Academy of Marketing Science, 30(4), 333–347. https://doi.org/10.1177/009207002236909
38. Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun. California Management Review, 43(2), 34–55. https://doi.org/10.2307/41166074
39. Zeebiz. (2023). Myntra launches AI-based personal style assistant 'My Stylist'. Retrieved from https://www.zeebiz.com/technology/news-myntra-launches-ai-based-personal-style-assistant-my-stylist-that-helps-customers-complete-their-look-236003
40. Zhou, L., Dai, L., & Zhang, D. (2007). Online shopping acceptance model—A critical survey of consumer factors in online shopping. Journal of Electronic Commerce Research, 8(1), 41–62.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.