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Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing

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  • Pradeep Kautish
  • Sushil Kumar Rai

Abstract

The rapid proliferation of fashion consciousness in India, and augmented internet usage facilitated online shopping trend, led to increase acceptance of fashion portals. The present research was focused on the online shopping determinants and adoption of fashion portals among Indian consumers. Plethora of researches indicates that now fashion consumers have online interface, quality services, varied and relevant information to assist them in shopping. The scale constructs relate to product assortment, shopping assistance, shopping efficiency, order fulfilment, order fulfilment reliability, perceived risk and trust. A primary research was conducted on Indian consumers frequently using the fashion portals for purchases. The study determines that the fashion customers are influenced by the service convenience paradigms of fashion portals. Conversely, the consumers stress less importance to perceived risk, and trust attributes of fashion portals. The quality of services convenience offered by fashion portals is improved along with relevant information display, the customers may get attracted to visit the portals, encourage revisiting and using them for online shopping. The present research is an initial attempt to assess the level of satisfaction with using the fashion portals.

Suggested Citation

  • Pradeep Kautish & Sushil Kumar Rai, 2019. "Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 10(3), pages 309-331.
    • Handle: RePEc:ids:ijemre:v:10:y:2019:i:3:p:309-331
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    Citations

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    Cited by:

    1. Kautish, Pradeep & Paul, Justin & Sharma, Rajesh, 2021. "The effect of assortment and fulfillment on shopping assistance and efficiency: An e-tail servicescape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Gong, Yingli & Wang, Hongwei & Xia, Qiangwei & Zheng, Lijuan & Shi, Yunxiang, 2021. "Factors that determine a Patient's willingness to physician selection in online healthcare communities: A trust theory perspective," Technology in Society, Elsevier, vol. 64(C).
    3. Siti Haslina Md Harizan & Muhammad Hafizuddin Abdul Shukor, 2021. "Factors Influencing the Intention to Buy Fashionable Apparel via Online Platforms: An Empirical Evidence from Malaysia," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 11(2), pages 98-113, February.
    4. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Kautish, Pradeep & Purohit, Sonal & Filieri, Raffaele & Dwivedi, Yogesh K., 2023. "Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM," Technological Forecasting and Social Change, Elsevier, vol. 190(C).

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