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Factors influencing online apparel shopping orientation among women in Mumbai

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Abstract

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.

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Availability of data and material

The data and material used in this research has been generated form the responses received using the self-designed questionnaire.

Abbreviations

P:

Probability value

B:

Unstandardized beta

T:

T statistic

Sig:

Significant value

F:

F statistic

R:

R is the square root of R-Squared and is the correlation between the observed and predicted values of dependent variable

df:

Degree of freedom

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Acknowledgements

The authors would like to thank the Kohinoor Business School Mumbai, K J Somaiya Institute of Management and Research and University of Mumbai for support and guidance.

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Authors and Affiliations

  1. MET, Institute of Management, Bandra, Mumbai, 400050, India

    Vaishali Hemant Pardeshi

  2. K. J. Somaiya Institute of Management Studies and Research, Vidyavihar Mumbai, 400077, India

    Vandana Khanna

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  1. Vaishali Hemant Pardeshi
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  2. Vandana Khanna
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Contributions

This is an original contribution that tries to study the factors influencing apparel shopping orientation among women in Mumbai. This work would help online apparel retailers to decide the factors that women look for when they shop for apparel online. The study comes out with a novel factor called ‘Smart Shopping Orientation’. The study would assist the online apparel retailers in designing and marketing apparels.

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Correspondence to Vaishali Hemant Pardeshi.

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Competing interests

The research findings would benefit Online Apparel Retailers in designing smart strategies for selling the apparels on online portals. The research would also help online apparel retailers for fixing price, reducing time required for shopping online and making shopping fast, convenient and easy. The research would also web designer and web portal developers in designing online apparel website. The research findings would give insights to academicians working in this area.

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Pardeshi, V.H., Khanna, V. Factors influencing online apparel shopping orientation among women in Mumbai. J Glob Entrepr Res 11, 163–174 (2021). https://doi.org/10.1007/s40497-021-00270-5

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