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

Authors: Pradeep Kautish; Sushil Kumar Rai

Addresses: School of Management Studies, Mody University of Science and Technology, NH-11, Lakshmangarh-332311, Sikar, Rajasthan, India ' School of Business, University of Petroleum and Energy Studies, Bidholi, Via Prem Nagar, Dehradun-248007, Uttarakhand, India

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.

Keywords: retail; online shopping; Indian consumers; retail services; electronic retailing; fashion portals; apparel marketing; fashion; services.

DOI: 10.1504/IJEMR.2019.100706

International Journal of Electronic Marketing and Retailing, 2019 Vol.10 No.3, pp.309 - 331

Received: 11 Jan 2018
Accepted: 24 Jun 2018
Published online: 07 Jul 2019 *

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