JCMCE_APR_2026_ID_03

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BEHAVIOURAL AND DECISION-MAKING DETERMINANTS OF ONLINE FASHION APPAREL PURCHASE DECISIONS AMONG WORKING WOMEN: EVIDENCE FROM VARIOUS CITIES
https://doi.org/10.65725/JCMCE/2/2/003
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE)
ISSN: 3108-3501
Volume 2 Issue 2, APR-JUN 2026

Abstract:
The tremendous growth of online commerce has changed the fashion retail consumption, especially in economically autonomous and digitally active consumer groups. The paper will focus on the behavioural and decision-making factors affecting online fashion clothing purchase decisions among working women in Chennai, Tiruvallur and Kanchipuram districts. Based on consumer behaviour theory, behavioural decision-making theory and the Stimulus-Organism-Response (S-O-R) model, the study constructs and empirically validates a structural model including behavioural variables, decision-making preferences, perceived risk, and trust. The quantitative research design was adopted with the use of a structured questionnaire and data analysed with the help of structural equation modelling (SEM). The results show that behavioural variables and trust have a positive impact on purchase decisions whereas perceived risk has a negative effect on the likelihood of transactions. The tendencies of decision-making also play an important part in the purchase outcomes. The model shows significant explanatory strength, as it emphasises the inter-relationship between behavioural predispositions and psychological perceptions to determine online fashion consumption. The research has a theoretical contribution in that it combines behavioural and cognitive variables in one framework and offers managerial implications to online retailers who can focus on working women. Further studies can be done to generalise the model to wider demographic and geographic settings to enhance generalizability.

Authors: Anu Rekha.V.P, Dr.J.Sridevi

Keywords: Online fashion retail; Purchase decision; Working women; Behavioural determinants; Decision-making; Perceived risk; Trust; Structural equation modelling (SEM); Digital consumer behaviour.