Explaining Gender Comparison of Online Consumer Conformity in the Purchasing of Apparels

  • Dr. Trilok Pratap Singh

Abstract

This research is an attempt to measure the impact of online consumer conformity on consumer purchase intention of apparel. In addition, this study also measures the difference in the degree of e-consumer conformity among males and females. The convenience sampling survey method has been used for data collection from 222 participants. The major findings of this research comprised of Informational conformity and normative conformity have an impact on the purchase intention of males towards apparel. There is no impact of self-esteem on the purchase intention of males towards apparel. Informational conformity does not have an impact on the purchase intention of females towards apparel. While there is an impact of normative conformity and self-esteem on the purchase intention of females towards apparel. Thus, this research established a significant relationship between online conformity and purchase intention of males and females in the context apparel.

Published
2020-06-06
How to Cite
Dr. Trilok Pratap Singh. (2020). Explaining Gender Comparison of Online Consumer Conformity in the Purchasing of Apparels. International Journal of Advanced Science and Technology, 29(04), 3671 -. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/24477