Analyzing Consumer Buying Behavior on Myntra: A Study of Online Shopping Trends

Abstract

Introduction: An important field of research for forecasting impulsive online purchasing behavior is "Online Customer Shopping Experience" (OCSE).  Since e-commerce platforms are becoming more and more popular, it is essential to comprehend how OCSE affects consumer choice. Myntra, as a leading online fashion and lifestyle retailer in India, provides an ideal case for examining such behaviors, especially in the post-COVID-19 context. While consumers today often prefer branded products, there is also a growing demand for platforms that offer functional ease and psychological gratification. Hence, the role of product availability, brand perception, and user satisfaction on platforms like Myntra requires a more focused analysis.

Research Gap: There is limited empirical evidence on how OCSE specifically affects impulsive buying behavior, despite the fact that previous research has examined the more general facets of e-commerce and consumer behavior in online clothing shopping.  Additionally, the moderating effects of self-control and attitudinal loyalty in this connection are not well explored.  Crucially, there is a lack of studies on Myntra-specific consumer behavior after the COVID-19 epidemic, particularly concerning the platform's features, user expectations, and changing purchasing habits.

Objectives and Methodology: The study's main goals are to determine the psychological and functional aspects of the online shopping experience for customers on Myntra, analyze the impact of OCSE on online impulsive buying behavior, investigate how self-control and attitudinal loyalty can moderate consumer behavior, assess customer satisfaction with Myntra's offerings, including product availability and brand appeal, and investigate how customer behavior has changed toward Myntra since the COVID-19 pandemic.  A structured questionnaire is given to a sample of Myntra users as part of the study's quantitative research technique.  To investigate the impact of OCSE components on impulsive purchasing preferences, the data will be analyzed using statistical techniques including correlation, regression, and moderation analysis. Attitude, loyalty, and self-control will be important moderating factors.

Results and Conclusion: Preliminary findings suggest that both functional aspects (e.g., ease of navigation, product variety) and psychological aspects (e.g., excitement, pleasure) of OCSE significantly contribute to online impulsive buying behavior. Attitudinal loyalty positively strengthens this relationship, whereas self-control acts as a suppressing factor. Post-pandemic behavior changes indicate an increased reliance on trusted platforms like Myntra, with a notable preference for branded and readily available products. The study concludes that enhancing customer experience, coupled with brand-building strategies and reliable inventory, can amplify consumer satisfaction and impulsive purchase frequency.

Future Scope: This research opens avenues for deeper exploration into platform-specific consumer psychology. Future studies can adopt a longitudinal design to track evolving behavior patterns and expand the scope to include comparative analysis across competing e-commerce platforms. Further examination of demographic influences and the integration of artificial intelligence in enhancing OCSE could provide actionable insights for platform developers and marketers.