An Empirical Study on the Determinants of Online Purchase Intention of Gen Z Consumers in Fashion Apparels

Abstract

ecommerce in India is growing at a commendable rate. Online players are expanding based on their low pricing and high decibel advertising budgets. Most of the players selling products online in India are not profitable. This strategy of acquiring relentless market share may not work in long term as online companies are burning capital in order to acquire market share. This research paper is to find out the determinants of online shopping preferences of Gen Z. A conceptual framework has been proposed and the framework comprises of 6 factors namely Service Quality & price, Product Quality, Logistics, Technology, Demography, Socially responsible behavior and Incentives. The population under study is Gen Z from the city of Bengaluru, Karnataka in India. This study uses judgment sampling. Different statistical techniques employed are chi square, ANOVA, Principal Component Analysis and Multiple Linear Regression. The data collected was analysed and suitable strategies are recommended to the Indian corporates.