Journal Press India^®

Author Details ( * ) denotes Corresponding author

Online apparel shopping is growing at a very fast pace in spite of the fact that online apparel shoppers face problems in online apparel shopping such as colour, size, quality etc. So it is vital to explore the factors affecting customer’s online apparel purchase intention. The objective of this study is to find the impact of shopping orientations on customer’s online apparel purchase intention and to find the construct which has strongest impact on customer’s online apparel purchase intention. It is found that impulse purchase orientation, quality orientation, brand orientation and convenience orientation, shopping enjoyment orientation are positively related to the customer’s online apparel purchase intention. It is also found that convenience orientation is the most important contributor to customer’s online apparel purchase intention.

Keywords

Shopping Orientations; Online Apparel Purchase Intention.

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