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Factors influencing online apparel shopping orientation among women in Mumbai

Author

Listed:
  • Vaishali Hemant Pardeshi

    (MET, Institute of Management)

  • Vandana Khanna

    (K. J. Somaiya Institute of Management Studies and Research)

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.

Suggested Citation

  • Vaishali Hemant Pardeshi & Vandana Khanna, 2021. "Factors influencing online apparel shopping orientation among women in Mumbai," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 163-174, December.
    • Handle: RePEc:spr:jglont:v:11:y:2021:i:1:d:10.1007_s40497-021-00270-5
    DOI: 10.1007/s40497-021-00270-5
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    References listed on IDEAS

    as
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