The purpose of the study was to examine the factors influencing online apparel shopping orientation among women. Survey data from women aged 18–55 with online shopping experience were considered. Four key factors were identified by factor analysis (i.e. smart shopping orientation, enjoyment-orientation, brand-orientation and Fashion-orientation). Multiple regression results showed smart-shopping orientation had maximum impact, while enjoyment-orientation, brand-orientation and fashion-orientation had the least impact. It was found that women in Mumbai are smart shoppers, and they shop online to save time and money. Managerial implications were discussed for designing effective strategies to attract and retain women shoppers.

这项研究的目的是调查影响女性在线服装购物倾向的因素。考虑了具有在线购物经验的18-55岁女性的调查数据。通过因素分析确定了四个关键因素（即智能购物导向，娱乐导向，品牌导向和时尚导向）。多元回归结果表明，智能购物导向的影响最大，而娱乐导向，品牌导向和时尚导向的影响最小。人们发现，孟买的妇女是聪明的购物者，她们在网上购物可以节省时间和金钱。讨论了管理方面的问题，以设计吸引和留住女性购物者的有效策略。