Exploring the Factors Influencing Consumer Buying Decisions for Apparel in E-Commerce

Online purchases of Apparel have rapidly increased due to digitalization and growth of the apparel industry, most of the Indian e-commerce industries are selling apparel. In the contemporary era the social media has a lot of influence on buying behaviour of the consumer. The study focuses on understating the factors which have greater influence on online purchase. The data is collected through survey method where 170 respondents opinion were analysed using statistical tools such as ANOVA and Factor Analysis in which it is determined that convenience, Safety & Security and Personal Influence are the major influencers on consumer behaviour towards online purchase of apparel.