An exploratory study of various factors influencing customer behaviour towards apparel e-commerce in Pakistan

This study investigated the interplay between customer behaviour, attitudes toward e-commerce and apparel e-commerce, and brand image in Pakistan's apparel e-commerce sector. Using a survey of 466 Pakistani apparel online shoppers, with equal gender representation, the research explored factors influencing customer behaviour, with customer attitude and brand image as independent variables and behaviour as dependent. Statistical analyses confirmed significant positive relationships between customer attitude toward e-commerce and apparel e-commerce, brand image, and customer behaviour. Findings suggest that favourable e-commerce attitudes and positive brand perceptions enhance customer behaviour in apparel e-commerce. Additionally, demographic attributes were found to influence customer behaviour and attitudes. This underscores the importance of understanding both consumer perceptions and demographic factors in shaping strategies within the apparel e-commerce market in Pakistan.