Consumer Responses To Online Apparel Shopping During The Covid-19 Pandemic

Abstract

This study investigates the key factors influencing online clothing shopping behavior during the COVID-19 pandemic in Maharashtra. A quantitative research approach was employed, and data were collected from a diverse sample of 500 respondents. The study focuses on the impact of product attributes, pricing, promotion, economic, technological, and political factors, as well as COVID-19-related concerns on consumer attitudes and intentions. Demographic variables, subjective norms, and perceived behavioral control are also explored to provide a comprehensive understanding of the online shopping landscape. The findings reveal that product quality, competitive pricing, and effective promotions significantly influence consumers' online clothing shopping behavior. The study highlights the importance of COVID-19-related concerns, including perceived severity and self-efficacy, in shaping consumer attitudes and intentions. Furthermore, demographic variables play a crucial role in understanding consumer behavior, emphasizing the need for tailored marketing strategies.