FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOUR OF CUSTOMERS IN THE APPAREL VERTICAL: A STUDY IN WEST BENGAL

Knowledge in the area of online apparel shopping, vis-a-vis other product categories, remains sporadic and fragmented; and provides a fertile ground for the ongoing research. While the initial works resulted in the development of a holistic model, there are still limitations in understanding this experience in the Indian context, and
more specifically in the state of West Bengal. Therefore, the present paper provides deeper insights to identify the major factors influencing online shopping behaviour towards apparels, in the state of West Bengal. The outcomes of the study are manifold. Quality and Brand Image, Website Effectiveness, Intention to Buy, Impulse Purchase,
Fashion Consciousness and Price Sensitivity, have been enumerated as the broad factors, influencing the adoption of online apparel shopping in the state of West Bengal. The current paper is timely and advantageous, as it offers deeper insights into a range of consumer behaviour dimensions, with regard to online apparel shopping. The results of the study may be of interest to academicians, management practitioners, retailers and policymakers.

在在线服装购物领域，相较于其他产品类别，相关知识散布零散且碎片化；此领域为持续研究提供了肥沃的土壤。尽管早期研究成功构建了整体模型，但关于在印度，尤其是西孟加拉邦这一特定地区对该购物体验的理解仍存在局限。因此，本文深入探讨并揭示了影响西孟加拉邦在线服装购物行为的主要因素。研究成果丰富多样。质量与品牌形象、网站有效性、购买意愿、冲动购物、时尚意识及价格敏感度等被列为影响该州在线服装购物采纳的广泛因素。本文的发表恰逢其时，极具价值，因为它提供了对一系列消费者行为维度的深入洞察，特别是在在线服装购物方面。本研究的结果可能引起学者、管理实践者、零售商和政策制定者的兴趣。