Online Apparel Buying Behavior: The Literature Review

Academic Practitioners and Researchers had been interested in online buying behavior as online shopping taken momentum. It is a platform where consumers’ buy the product virtually rather than traditional forum of shopping. Some search online and buy in physical stores some search in physical stores and buy online. Whatsoever, with different mode of purchases the purchase pattern, process, factors considered becomes different. The shift in mode results in the changes in buying behavior too. This attracted the attention of marketers’ researchers and academicians towards it. This paper objects to provide the detailed knowledge of online apparel shopping behavior by analyzing various research work literature in this field. This paper provides different aspect of online apparel shopping behavior and constructs. A wide variety of journal papers, research works were referred to review the works of various research frameworks. This paper will prove as to be useful source for marketers, researchers and retailers, scholars for understanding the online apparel shopping behavior.