Online Apparel Buying Behavior: Issues of Trust and Risk Perceptions

With digital advancement in India, the fashion retail industry is adopting technology and innovation at a pace that was never evident in the past. According to a survey, apparel and lifestyle is estimated to contribute 30 percent of the total online retail market in 2020. It implies that more and more Indian customers are going to shop for apparel products online. In such emerging sector, understanding customer online trust and risk perceptions are critical components to success. In this context, this monograph offers significant insights to online retailers about customer online trust and risk perceptions. This would further help online retailers to devise successful strategies to gain a profitable market position.

Autorentext

Le Dr Shivkumar M. Belli est titulaire d'un doctorat en gestion et est actuellement professeur adjoint de marketing à NIFT-Hyderabad. Waghamare Shivaji est professeur de commerce au département des études et de la recherche sur le commerce de l'université de Gulbarga, à Kalaburagi (Inde).