Web Shopping Adoption by Female Web Browsers for Apparel Shopping in India Gugnani Ritika1, Choudhary Anuja2 1Associate Professor, Jaipuria Institute of Management, Noida, Uttar Pradesh, India-201303. E-mail: ritika.gugnani@jaipuria.ac.in 2Ph. D, Mohanlal Sukhadia University, Udaipur, Rajasthan, India-313001. E-mail: choudharyrunchi@gmail.com Online published on 23 March, 2018. Abstract The purpose of this paper is to explore the effect of browsing on the web shopping adoption by female web browsers in onlineshopping especially apparels. The paper brings out a theoretical framework model relating to online shopping behavior forapparels. An extensive review of the literature was undertaken to arrive at the antecedent. Various models were studied. Price offerings, perceived benefits, perceived risks, concerns with overall appearance and concerns for size or imaging fit werefound to be the major determinants which influence the buying behavior of the customers in online shopping, but impact ofbrowsing was empirically established. The study finds out effect of only one variable. Various tests would need to be applied toestablish the relationship between other variables. Marketers may pick the factors they feel would be possible to fulfill while increasing their market share. Top Keywords E-commerce, Customer Purchase Intention, Apparels. Top |