International Journal of Management

Volume 12, Issue 2, February 2021, pp. 166-176. Article ID: IJM_12_02_017
Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=12&IType=2
Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
DOI: 10.34218/IJM.12.2.2021.017

© IAEME Publication Scopus Indexed

ANTECEDENTS OF CUSTOMER ATTITUDE IN

ONLINE APPAREL PURCHASE
Vivek Kumar
Research Scholar, AIMA-AMU PhD Programme,
Faculty of Management Studies & Research,
Aligarh Muslim University, Uttar Pradesh, India

Dr. Mohammed Naved Khan

Professor, Faculty of Management Studies & Research,
Aligarh Muslim University, Uttar Pradesh, India

Dr. SubodhKesharwani
Associate Professor, School of Management Studies,
Indira Gandhi National Open University, New Delhi, India

ABSTRACT
Purpose-The use of internet and technology has given rise to modern marketing.
Digital marketing and online shopping is utilizing the digital technology to achieve
marketing objectives. The present study aims to empirically examine the antecedents of
customer attitude in online apparel purchase.
Design/Methodology/Approach-The data sample includes 256 students (both full
time and part time) from various management colleges situated at Delhi/NCR from all
four zones. The data is collected using a Semi-structured questionnaire, based on 5
point Likert’s scale. Hypotheses are tested using Factor analysis and Structural
Equation Analysis (SEM) to establish a causal relationship between various constructs
to measure the attitude of customers towards online shopping of apparels. Cronbach’s
Alpha is also being used to measure the internal consistency.
Findings- SEM results reveal that all the exogenous factors are correlated. The
result reveals that apparel appearance and security has more influence on customer
attitude in online shopping of apparels, whereas, perceived usefulness has no influence
on customer attitude.
Key words: Apparel attributes; consumer attitudes; perceived ease of use; perceived
usefulness; purchase intention; technological variables.

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 Antecedents of Customer Attitude in Online Apparel Purchase

Cite this Article: Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani,
Antecedents of Customer Attitude in Online Apparel Purchase, International Journal of
Management (IJM), 12(2), 2021, pp 166-176.
http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=12&IType=2

1. INTRODUCTION
Development of information technology has significantly swept the entire business world. This
technological explosion in marketing products and services create not only unlimited
opportunities but also multiple challenges for e-markets. Indian e-commerce revenue speeding
at the rate of 51 per cent per annum is highest in the world, reaching from US$ 39 billion in
2017 to touch nearly US$ 250 billion in 2020. This huge revenue is the result of online shopping
undertaken by the Gen Z shoppers between 25 and 34 years of age. There has been a remarkable
demographic shift of Indian online shopper compared to older online shoppers in 2016, with a
possible inclusion of shoppers between 15-34. This number is expected to swell surprisingly
over 120 million in 2018 with a further expectation to touch 175 million by 2020. Major metro
cities like Bengaluru Delhi and Mumbai, with population greater than 100,000, contributed the
most online shopping in absolute numbers. Apparel buying, has not remained untouched by
such external changes, resulting in a continuous shift from offline to online
In line with this, the current research focuses on customer attitude, one such significant
construct and examines its role in actual online purchase of apparels in India.

2. REVIEW OF LITERATURE
2.1. Customer Attitude and Apparel Attributes
There have been studies that included evaluative criteria pertaining to clothing. Evaluative
criteria are basically the specific dimensions or attributes, used for possible judgments and
selections of certain alternatives. Past researchers observed significant differences in the
importance placed on clothing attributes based cultural differences. Online shoppers therefore,
may rely upon the overall appearance of the garment and mostly examine the desired product
for price, style, quality, size/fit, color, fabric, brand (Cassill & Drake, 1987; Gowda &
Chaudhary, 2018)

2.2. Customer attitude and Technological and Behavioral variables

Online purchase literature has been heavily dependent on frameworks such as theory of
reasoned action, (TRA)theory of planned behavior. (TPB) and technology acceptance model
(TAM) as the basis for examining purchase behavior. TAM model essentially focused on
technological factors of online purchase and thus, formed the basis for many such studies.
TAM’s model has been criticized on the ground that the constructs do not fully reflect the
specific and exact impact of technological and its application factors, which alters user’s
acceptance of the technology. Theory of planned behavior (TPB) supplemented the model with
behavioral facets by including customer’s attitudes, subjective norms and perceived behavioral
control. This popular and widely used comprehensive framework for technology adoption has
further been used in context multiple online product purchase context.
In Indian context, existing literature seem to have generally focused on only into specific
behavioral factors like demographics (Khare, Khare, and Singh, 2012).Very rarely, has the
specific product type been included into the protocol of studies. With the Indiane-commerce
landscape undergoing a sea change, the lack of a model that presents a comprehensive picture
of the Indian consumer’s online purchase behavior in general, and apparel purchase in
particular, needs to be put in place. A comprehensive model has been proposed, consisting of
essential constructs driving the Indian consumer’s online apparel purchase.

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 Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani

Some of the technological and behavioral variables together are found to have a strong
impact in customer attitude formation, in an on line setting (Hollbook & Batra, 1987;
Bakeret.al.1992).

2.3. Conceptual framework and Hypotheses Development

Customer Attitude and Apparel Appearance
Apparels are considered to be risky to purchase online because of uncertainty about color,
fabrics, and fit (Bhatnagar et al., 2000).Online apparel buyer’s attitude towards online purchase
is formed based on the combination of cognitive and psychological factors like fabric, size,
product image and appearance of the product on his/her body. Apparel appearance includes
color, trendiness, style and detailed image picture. Accuracy of apparel color on the screen is
the biggest fear for online shoppers (Khakimdjanova and Park, 2005). Past researchers have
found a strong association between apparel appearance and customer attitude towards buying
apparels (Cassill& Drake, 1987; Gowda & Chaudhary, 2018).Therefore, following hypothesis
is suggested:

H01: Apparel appearance has significant impact on Customer attitude towards on-line
apparel purchase.

2.3.1. Customer Attitude and Apparel Comfort

Besides, appearance online apparel customer is often preoccupied with his or her concern the
touch and feel of the garment on their skin. Customer’s understanding of apparel comfort is
based on the fiber content, fabric texture, fabric weight and style, that significantly influences
customer attitude (Mclean et al.1986; Gowda & Chaudhary, 2018). Thus, following hypothesis:

H02: Apparel Comfort aspects have significant impact on Customer attitude towards on-line
apparel purchase.

2.3.2. Customer Attitude and Apparel Price

Online shopping offers the shoppers convenient ways of comparing products, services, and
prices. Consumers deciphers price as the most important indicator of the product’s worth, which
in turn acts as a motivator for online shopping (Haque et al., 2006).Consumer’s understanding
of prices of the products is based on their respective perception of coding and transforming the
codes or price signals into comprehensible value (Beristainand Zorrilla, 2011).Product’s value,
as cheap or expensive is based on a subjective interpretations of such perceptions by the
customer (Beneke and Carter, 2015). Product purchase would be based on the customer’s
attitude towards product’s value based on the influence of price, or price commensurate to
quality and its relative merit to the buyer (Gowda & Chaudhary, 2018) Therefore, following
hypothesis is framed:

H03: Apparel prices will have significant impact on Customer attitude towards on-line
apparel purchase.

2.3.3. Customer Attitude and Perceived usefulness

Perceived usefulness, like ease of use is another widely popular and validated construct from
TAM for understanding the adoption and use of technology. Davis (1985) defined perceived
usefulness in terms of user’s perception of his/her improvement in functional performance. A
system high in perceived usefulness, in turn, is one for which a user believes in the existence
of a positive use-performance relationship. The current study adopts this definition for its
comprehensiveness in capturing different aspects of online shopping systems.

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 Antecedents of Customer Attitude in Online Apparel Purchase

Perceived usefulness is about the consumer’s understanding that a technical system’s

function can help make his or her performance more efficient while operating it. Consumer’s
perception about the ease of use eventually leads to perceived usefulness. Consecutively,
perceived usefulness is a very significant variable for consumers’ formulation of attitudes
toward a technical system (Davis, 1989). A highly significant relationship between consumer
attitude and perceived usefulness has been observed in plethora of studies (Wolfinbargar& Gilly
2001.In light of the above, following hypothesis is suggested:

H04: Perceived usefulness has a significant impact on Customer attitude of online apparel
purchasing behavior.

2.3.4. Customer attitude and Perceived Risk

Apparel products, due to its sensory and interactive characteristics, are categorized as high-risk
items and apparel shopping has been associated with high perceived risk.
Historically, online purchases are affected for the products that do not require physical
inspection (Peterson et al., 1997).Consumers prefer brick-and-mortar retailer for products
associated with higher perceived experience risk. Similarly, for products with lower, perceived
risk, the propensity for online shopping is higher (Tan, 1999).There are different types of risks
associated with the online purchase referred to as perceived or anticipated risks.Online
shopper’s perceived risk include financial risk, product risk, convenience), and non-delivery
risk , perceived or real, exist due to technology failure (e.g., breaches in the system) or human
error (e.g., data entry mistakes).The level of uncertainty surrounding the online purchases
because of the perceived risk process influences consumers’ attitude towards purchase decision.
Studies are replete with references having found attitude towards online purchasing to be a
significant factor of online purchasing and purchasing behavior. Consumer perceived risk of
online shopping directly impacts on user’s attitude and the attitude significantly influences the
purchasing decision. According to studies of Chai and Pavlou,(2004) and George,(2004) and
many more, attitude has direct positive significant influences on online shopping behavior
(Garner, 1986).Therefore, following hypothesis is proposed:

H05: Perceived Risk has a significant impact on Customer attitude of online apparel
purchasing behavior.

2.3.5. Customer Attitude and Security

The payment mechanism is one of the prime considerations in online shopping (Wolfinbargar&
Gilly 2001). Security represents customer’s understanding of the reliability of the payment
methods and protection of their personal and payment details of while undertaking online
purchases. Security as perceived by e-commerce consumers, works as a main deterrent in online
trade (Dong-Her, 2004).Winning customer trust in the internet, particularly influenced by the
security perceived by consumers about handling of their private data, is a tough task
(Wolfinbargar& Gilly 2001). Therefore, security has significant influence on customer attitude
on Internet shopping. Thus, following hypothesis is suggested:

H06: Security has a significant impact on Customer attitude of online apparel purchasing
behavior.

2.3.6. Customer Attitude and Ease of use

Perceived ease of use, according to Technology Acceptance Model, developed by Davis is one
of the most frequently used construct to predict the use and acceptance of information systems
and technology by individual users. Ease of use, is one of the most pertinent factors for online

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 Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani

shopping and represents the navigational properties of a particular Web site. Perceived ease of
use (PEOU) is defined in terms of user’s expectations of the target system to be free of effort.
It encompasses efficiency, time-savings, heightened consumer perception of effortless use of
technology, enjoyment and playfulness (Davis,1989). Perceived ease of use prompts consumers
to use a particular website because of its effortless usage and entertaining value and helps build
a positive customer attitude towards online purchase. (Spurgeon &Niehm 2020).The above
argument have helped in proposing following hypothesis:

H07: Perceived Ease of use has significant impact on Customer attitude of online apparel
purchasing behavior.

Figure 1 Proposed Model

3. METHODOLOGY
3.1. Item Generation
Items to measure apparel appearance, apparel comfort and apparel price were adapted from the
study by Kim (2007). However, these items were rephrased to make it more relevant in the
Indian context. Items to measure perceived usefulness were adapted from the study by Jiang
(2004). Items in the study by Tahir (2013) were used to measure the construct perceived ease
of use. The items to measure to security and perceived risk were adapted by the studies of Lynn
(2012) and Hung (2004) respectively. Items to measure consumer attitude towards e-purchase
of apparels were adapted from the study by Napoleon and Mbayong (2020). Some of the items
were added by the researchers to add more value in the present study. All of these items were
based on a 5-point Likert scale (i.e. 1= strongly disagree; 2= disagree; 3= neutral; 4= agree; 5=
strongly agree).

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 Antecedents of Customer Attitude in Online Apparel Purchase

3.2. Sample
Recent studies have shown that the young consumers are very active users of internet and they
online platforms for various kinds of transactions over the physical platforms (Yoo and Donthu
2001; Guthet al., 2007; Abeleret al., 2014). Feedback from young consumers is particularly
important in the India context where a majority of the population is under the age of 35 years
(Statista.com 2016).College students have high interest in clothing shopping (Paeth, 1982) and
they are likely to use the Internet when shopping and purchasing their apparel (Greenspan,
2003; Shiu and Dawson, 2004).Due to this, it was decided to generate data from a sample of
students. Further, it was decided to generate from management courses located in Delhi and
National Capital Region (NCR). This is due to the fact that students enrolled in colleges in
Delhi/NCR are expected to belong to different regions of the country and hence, represent
different cultures and backgrounds(Khan et al., 2012). Further, care was taken to cover all the
four zones of Delhi/NCR while collecting the data in order to increase the generalizability of
data.

3.3. Data Collection

Qualitative data regarding customer attitude is gathered from the subject experts to get better
understanding of the concept. The questionnaire is pretested among 10 respondents and some
vague expressions were altered.
For the main study, around 500 questionnaires were distributed in different management
colleges and around only 320 questionnaires were returned. Some of the questionnaires were
incomplete or partially filled and were not fit for analysis. In total, only 256 questionnaires were
completed in all respect and hence, were considered fit for final analysis. This sample size is in
line with the 5:1 subject: variable ratio and hence, considered fit for employing structural
equation modeling (Hair et al., 2010).

4. ANALYSIS AND FINDINGS

4.1. Respondents’ Profile
The final 256 respondents, enrolled in undergraduate and post-graduate management courses
were taken after rejecting the biased responses for further tests and analysis. Altogether 320
usable responses were obtained out of which 256 were used for further analysis. The age of the
students varied between 18–45 years. The sample was comprised of 118 male and 138 female
students. All the students were aware of online shopping Web sites and had visited the Web
sites for browsing and searching for product information.
Majority of the respondents were female, students and belonged to the age group 18-30
years. Majority of them had income of up to Rs 30,000/- (58.2%), 52 % had bought apparels
within last 30 days and 40.1% had shopping frequency of once or twice a year. Most of the
respondents spent between 10,000/- to 20,000/- only (59.4%) 36.7 % bought apparels on
Myntra. The sample profile presented in table I shows the detail description of the sample.

Table 1 Respondents profile

Measure Variable Frequency Percentage
18-30 yrs. 228 89%
Age 31-45 yrs. 28 11%
45 and above NIL NIL
Male 118 46%
Gender Female 138 54%
Others NIL NIL
Monthly Income Upto 30,000 149 58.20%

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 Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani

30,000-
96 37.50%
1,00,000
Above
11 4.30%
1,00,000
Student 155 60.60%
Service 43 16.80%
Occupation Business 12 4.60%
Self-
46 18%
employed
Myntra 95 36.70%
Flipcart 60 23.4%
Favorite shopping Amazon 44 17.20%
website Homeshop18 16 6.30%
Jabong 34 13.30%
Others 8 3.10%
Less than
68 26.50%
Rs10,000
Between
Rs10,000-Rs 152 59.60%
20,000
Between
Expenditure on e-
Rs20,000-Rs 19 7.40%
purchase
30,000
Between
Rs30,000-Rs 11 4.20%
40,000
AboveRs40,
6 2.30%
000
Once or
twice in a 102 40.10%
year
Three to 4
76 29.60%
times / year
Five to Six
Frequency of shopping 46 17.90%
times/ year
Six to Eight
14 5.40%
times/ year
More than
Eight times/ 18 7.00%
year
During last
133 52.10%
30 days
During last 2
59 23.00%
months
Recency of shopping
During last 4
48 18.70%
months
During last 6
16 6.20%
months
*Occupation is related to the students enrolled for part time MBA courses.

4.2. Exploratory Factor Analysis (EFA)

Principal component analysis with Varimax rotation and Kaiser Normalization were used for
factor extraction. Scale comprising seven factors and 21 items (Table 1I) was obtained after
moving items of low (<0.4) loadings (Kline 1994; Hinkin, 1995; Buyukozturk et al.,
2004;Malhotra and Dash, 2011;Metin et al. 2012). Items measuring apparel price were having
poor factor loadings and hence, all the items related to the construct were deleted. Therefore,
the hypothesis H 03 was dropped from the further study. Turkyilmaz and Ozkan (2007) argued

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 Antecedents of Customer Attitude in Online Apparel Purchase

that a low loading of any item is due to the result of inappropriate item or poorly worded item.
EFA solution explains 71.8 percent variance with significant value (<0.05) of Bartlett’s Test
of Sphericity (BTS) and acceptable value (0.917; >0.6) of Kaiser-Meyer-Olkin (KMO)
(Malhotra and Dash,2011; Khan and Adil 2013). Seven extracted factors are customer attitude
(ATT), apparel appearance (AA), apparel comfort (AC), perceived usefulness (PU), perceived
ease of use (PEOU), perceived risk (PR) and security (SE). The Cronbach’s alpha values for
these seven constructs are 0.819, 0.786, 0.787, 0.795, 0.602, 0.872 and 0.732 respectively.

Table 2 EFA and CFA Loadings

Item Item EFA Loading CFA Loading
Code
Customer Attitude (ATT); Cronbach’s Alpha= 0.819; CR=0.819; AVE=0.602
ATT1 I like buying apparel online. 0.680
ATT3 Buying apparel online is interesting. 0.791
ATT4 I will increase my online purchase of 0.724
apparels in the future.
Apparel Appearance (AA); Cronbach’s Alpha= 0.786; CR=0.787; AVE=0.552
AA1 I like the appearance of the apparel, 0.665 0.734
as shown in the picture.
AA2 The apparel colors shown in the 0.819 0.722
website seem clear to me.
AA3 I think online presentation of apparel 0.789 0.771
helps me better understand the
apparel characteristics
Apparel Comfort (AC); Cronbach’s Alpha= 0.787; CR=0.788; AVE=0.554
AC1 I can see the fabric quality of the 0.715 0.775
apparel in the picture, shown in the
site.
AC4 I check the weaving details of the 0.818 0.751
apparels, while buying.
AC5 I can see the fabric texture in the 0.759 0.706
picture, shown in the site.
Perceived Usefulness (PU); Cronbach’s Alpha= 0.795; CR=0.796; AVE=0.565
PU1 This online purchase of apparels 0.751 0.730
improves my purchasing
performance.
PU4 The Web site address was easy to 0.757 0.783
remember.
PU5 There is no time restriction in online 0.726 0.740
shopping
Perceived Ease of Use (PEOU); Cronbach’s Alpha= 0.602; CR=0.761; AVE=0.515
PEOU1 The apparel web site is as well 0.952 0.674
designed as I expected, it to be.
PEOU4 I expected the apparel site would be 0.642 0.752
aware of my individual needs and it
was.
PEOU5 This apparel website is flexible to 0.612 0.724
interact with.
Perceived Risk (PR); Cronbach’s Alpha= 0.872; CR=0.877; AVE=0.706
PR2 I am confident that I will receive 0.700 0.905
quality service when I shop apparels
online.
PR3 I trust the digital signature for online 0.724 0.874
shopping, if applicable.
PR4 I would rather be safe than sorry 0.683 0.731
Security; Cronbach’s Alpha= 0.732; CR=0.735; AVE=0.481

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 Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani

SE2 I feel that my privacy is protected 0.765 0.691

while online purchase of apparels.
SE3 I trust the apparel web site 0.746 0.727
administrators.
SE5 Online apparel shopping is fun. 0.502 0.661

4.3. Measurement Model

Confirmatory factor analysis (CFA) with maximum likelihood estimation was performed in
AMOS 24. Results provided good model fit (Cmin/df=2.762; GFI=0.928; AGFI=0.901;
TLI=0.935; CFI=0.948; RMSEA=0.056) with all the items loaded significantly on the expected
factors (Gerbing and Anderson, 1988; Ryuet al., 2010). Composite reliability (> 0.7) and AVE
(>0.5) values for most of the factors were within acceptable range, confirming convergent
validity (Fornell and Larcker 1981; O’Leary-Kelly and Vokurka 1998). Only for SE, the value
of AVE is just less than the acceptance value of 0.5. For discriminant analysis, HTMT score
were used.The values were below the 0.85 (Table III) confirming discriminant validity
(Henseleret al.,2015).

Table 3 Discriminant Validity

Construct AA AC PU PR ATT SE PEOU
AA - - - - - -
AC 0.735 - - - - -
PU 0.628 0.699 - - - -
PR 0.504 0.408 0.548 - - -
ATT 0.528 0.496 0.624 0.776 - -
SE 0.448 0.466 0.608 0.752 0.789 -
PEOU 0.696 0.661 0.629 0.737 0.632 0.705 -

4.4. Structural Model

Figure 2 Final Model

Findings as presented in Figure 2 indicate that the model fits the data well (Cmin/df=2.919;
GFI=0.960; AGFI=0.934; CFI=0.972; RMSEA=0.059). Apparel appearance is not observed to
be having significant relationship with the consumer attitude and hence, the hypothesis H01was

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 Antecedents of Customer Attitude in Online Apparel Purchase

not supported (p-value>0.049). Similarly, the apparel comfort was also not observed to be
having significant relationship with the customer attitude and hence, hypothesis H02 was also
not supported. The constructs perceived usefulness (ß= .189; p-value=0.000), perceived risk
(ß= .189; p-value=0.000) and security (ß= .189; p-value=0.000) are having significant and
positive relationship with the customer attitude and hence hypothesis H03, H04 andH05 were
supported. But, the relationship of perceived ease of use with customer attitude was not
observed to be significant and hence, H06 was not supported.

5. CONCLUSION
The study findings indicate that the technological factors are more important than the apparel
attributes in influencing the customer attitude towards apparel purchase. Among the
technological factors, factors such as perceived usefulness (PU), perceived risk (PR) and
security (SE) are observed to be strong predictor of customer attitude towards the apparel
purchase. The above is in coherence with Goldsmith and Goldsmith, 2002,who suggested that
internet buyer’s attitude and purchases are more driven by the positive attitudes towards
internet, unlike their offline counterparts, motivated more by the emotional and sensory
pleasures such as touching, seeing and trying. The study finding also indicates that the perceived
ease of use has no influence on customer attitude in online purchasing of apparels. This is in
direct contrast to a significant number of earlier studies in which perceived ease of use is
considered as a construct of prime importance with reference to technological usage. However,
the study findings are in line with some recent studies have observed the declining role of
perceived ease of use in the use of technology (Lim and Dubinsky, 2004; Cho, 2007). This is
primarily due to the reason that for modern consumers, internet technology has become a way
of life and they are very comfortable with the usage of technology. Website with easy operation
might be probably be identified as a website providing less options and limited customization.
The findings displays a connection between customer attitude and exogenous variables .i.e.
apparel appearance, apparel comfort, apparel price and perceived ease of use, however, security
and perceived risk has strongest relationship with customer attitude. In many parts, researchers
observed similar results about technological variables, especially perceived risk (Turhan and
Akalinm, 2012).

6. IMPLICATIONS
The research findings have major implications for marketers and policy makers. Marketers as
well as the policy makers need to understand the significance of various factors influencing the
attitude of customers towards online purchase of apparels. Emphasis should be placed on to the
technological variables, in order to present shopping portals with more secure, user friendly and
features that are least risky. The policy makers too, need to incorporate the aspiring expectations
of the customers in India to attain competitive advantage globally. The site visitors must be
assured with unique shopping experience towards product selection, personalized promotions,
and secure digital payment methods. This study provides guidelines for future research to
concentrate on the strengths and to dismiss the weaknesses; hence, a future study is suggested
to inculcate more variables that relate to online shopping of apparels by customers.

7. LIMITATION
The present study has few limitations. First, the data taken for study was of 256 students (both
full time and part time) from various management colleges situated at Delhi/NCR from all four
zones who have done online shopping, may raise some concerns about generalization of the
result. Also, accessibility of data was accompanied with difficulties due to unwillingness of
some respondents to cooperate. Future research is suggested on customer attitude as it would
help to generalize the present findings by establishing a reliable measurement model.

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 Vivek Kumar, Mohammed Naved Khan and SubodhKesharwani

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