Digital Touchpoints in Fashion: Impact of Online store Interactivity on Consumer Choices

This research investigates the influence of online store interactivity on consumer choices in the fashion industry, focusing on how digital touchpoints affect purchasing decisions and consumer engagement. As the fashion industry continues to embrace e-commerce, the role of interactive features such as personalized recommendations, virtual try-ons, and real-time customer support has become crucial in shaping consumer behavior. The study employs a quantitative methodology, gathering data through surveys conducted with fashion e-commerce consumers in India. Using statistical analysis techniques such as SPSS and VOSviewer, the research identifies the key factors driving consumer decisions in the digital space. The findings indicate that interactive features significantly enhance consumer engagement and purchasing intent, with features like personalized shopping experiences playing a pivotal role in building trust and satisfaction. The VOSviewer analysis further reveals the strong interconnectedness between different digital touchpoints, such as product customization tools and online customer service, which collectively influence decision-making. This research provides valuable insights into the evolving nature of online retail and its impact on consumer choices in fashion. It highlights the increasing importance of integrating interactive features into online platforms to foster greater consumer interaction and improve sales performance. The study contributes to the existing literature by offering a fresh perspective on how digital touchpoints influence consumer behavior, particularly in the fashion e-commerce context. However, the research is limited by its sample size and regional focus, suggesting that future studies could explore this topic in different geographic locations for more comprehensive insights. DOI : https://doi.org/10.52783/pst.1843