BUFT Journal of Business and Economics

Determinants of Consumers Online Clothing Purchase Behavior: A Study of Khulna City

Business Administration Discipline, Khulna University, Khulna
Email: abdullahtarikrohit.1.21@gmail.com

Abstract

Purpose: The research aims to determine the various factors that influence
consumers' clothing buying behavior when shopping online. This study
additionally determined the primary motives why internet shoppers purchase
clothing online, as well as possible obstacles to Internet shopping adoption.
Methodology: The Convenience sampling method has been used for the study,
and a sample of 189 consumers, in which all of the questionnaire items are graded
on a 5-point Likert scale. In addition to correlation, regression, and ANOVA,
SPSS was used to evaluate data.
Findings: The findings of the study offered research information for various
e-commerce organizations and sectors to better their marketing efforts by adopting
the factors perceived usefulness, perceived shopping attribute, perceived ease of
use, perceived benefit, perceived risk, perceived trust, and website atmosphere.
Practical Implications: This research has substantial practical consequences for
e-commerce organizations, particularly in the Khulna region. Top-level
management should adopt the factors that will result increase in the sales of
e-commerce organisations.
Value/Originality: Little emphasis has been made on the seven factors and their
impact on consumer behavior discussed in the paper. Furthermore, the effect of the
factors has been observed for Khulna. To close this gap, the research examined the
role of the factors in the online sector in the Khulna region.
Limitations: Significant study limitations include the convenience sample
method used to obtain data, limited sample size, and a focus on a specific area." "