IDEAS home Printed from https://ideas.repec.org/a/spr/decisn/v52y2025i1d10.1007_s40622-025-00425-3.html
   My bibliography  Save this article

Decoding millennial’s online apparel shopping: the role of e-commerce experience as a mediator and income as a moderator

Author

Listed:
  • Amita Venkatesh

    (Christ University)

  • P. Aruna

    (Christ University)

Abstract

This study investigates the determinants of millennial e-customer experience and e-purchase intent toward apparel by considering 241 male and female online apparel shoppers employing a purposive sampling approach and explores the dynamics of online apparel purchase intention among millennials in prominent tier one and two cities in the Southern state of Karnataka, thereby providing a broader picture of other similar cities in India. Results reveal that the virtual platform layout and features, purchase journey components and product-related factors significantly impact millennial e-customer experience and e-purchase intent. With regard to the mediating role of millennial e-customer experience between virtual platform layout and features and e-purchase intent, it is seen that there is a significant indirect effect while the direct effect is insignificant, indicating full mediation, on the other hand, both the indirect and direct effects of purchase journey components and product-related factors on e-purchase intent through millennial e-customer experience as a mediator is significant, thereby indicating partial mediation. In addition, this study confirms that income does not moderate the relationship between the variables and provides insights into the dynamics of online apparel shopping specifically among millennials, offering practical implications for apparel e-tailers and future research avenues. Further, by investigating the mediating and moderating effects of experience and income this study addresses the effects of economic diversity and experience expectations on millennial apparel shopping behavior.

Suggested Citation

  • Amita Venkatesh & P. Aruna, 2025. "Decoding millennial’s online apparel shopping: the role of e-commerce experience as a mediator and income as a moderator," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(1), pages 55-81, March.
    • Handle: RePEc:spr:decisn:v:52:y:2025:i:1:d:10.1007_s40622-025-00425-3
    DOI: 10.1007/s40622-025-00425-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40622-025-00425-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40622-025-00425-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:decisn:v:52:y:2025:i:1:d:10.1007_s40622-025-00425-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.