International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Understanding Consumer Purchase Intention in Online Shopping: Evidence from India Using SEM

Author(s) Mr. Kunal Kumar, Mr. Kundan Kumar, Mr. Kumar Gaurav
Country India
Abstract E-commerce has rapidly grown in India and altered the Indian retail market, specifically in terms of the apparel segment. A study was conducted to analyze the development of e-commerce in relation to the online purchasing of clothing and how it relates to consumers' behavior through the use of structural equation modeling (SEM) by collecting primary data from 350 participants who completed an electronic version of a survey instrument. Variables were defined as price, convenience, product assortment, brand trust, customer reviews, customer satisfaction, and purchase intention. The reliability testing of the measures indicates high levels of internal consistency (all Cronbach's alphas > .8), and regression results indicated that price, trust, and convenience had significant effects on purchase intentions. The SEM results indicated that customer satisfaction mediated the relations among the independent variables and purchase intention; however, demographic characteristics such as age and income moderated those relations. The model exhibited acceptable fit statistics (CFI = .94, RMSEA = .05). The researchers concluded that trust and price strategy are the most important factors influencing consumers' behavior when making purchases for clothing over the internet.
Keywords E-commerce, Online Clothing, SEM, Consumer Behavior, Purchase Intention, India, Digital Retail
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-06
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.77542
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