Factors influencing online apparel shopping orientation among women in Mumbai

The purpose of the study was to examine the factors influencing online apparel shopping orientation among women. Survey data from women aged 18–55 with online shopping experience were considered. Four key factors were identified by factor analysis (i.e. smart shopping orientation, enjoyment-orientation, brand-orientation and Fashion-orientation). Multiple regression results showed smart-shopping orientation had maximum impact, while enjoyment-orientation, brand-orientation and fashion-orientation had the least impact. It was found that women in Mumbai are smart shoppers, and they shop online to save time and money. Managerial implications were discussed for designing effective strategies to attract and retain women shoppers.