Online shopping and fashion apparel brands: factors influencing Gen Z behaviour

An examination of previous research on online apparel shopping behaviour in developing countries revealed that research conducted on Gen Z is somewhat limited. The purpose of the study is to quantitatively examine the factors that influence Gen Z online apparel shopping behaviour. This model is empirically tested using an online survey from a convenience sample of 390 participants and analysed using multiple regression analysis. The findings of the study indicate that four variables (website characteristics, brand-related factors, individual factors and shopping orientation) have a direct influence on Gen Z online apparel shopping behaviour. Shopping orientation and brand-related factors have the highest positive effect on Gen Z online apparel shopping behaviour, followed by website characteristics and individual factors.