ANTECEDENTS OF CUSTOMER ATTITUDE IN ONLINE APPAREL PURCHASE

Purpose-The use of internet and technology has given rise to modern marketing. Digital marketing and online shopping is utilizing the digital technology to achieve marketing objectives. The present study aims to empirically examine the antecedents of customer attitude in online apparel purchase. Design/Methodology/Approach-The data sample includes 256 students (both full time and part time) from various management colleges situated at Delhi/NCR from all four zones. The data is collected using a Semi-structured questionnaire, based on 5 point Likert's scale. Hypotheses are tested using Factor analysis and Structural Equation Analysis (SEM) to establish a causal relationship between various constructs to measure the attitude of customers towards online shopping of apparels. Cronbach's Alpha is also being used to measure the internal consistency. Findings- SEM results reveal that all the exogenous factors are correlated. The result reveals that apparel appearance and security has more influence on customer attitude in online shopping of apparels, whereas, perceived usefulness has no influence on customer attitude.