An Examination of E-Loyalty for Online Purchase of Apparel among Y Generation

Abstract

Now a day, the internet has become a suitable platform for the trade of products and services. The growth of internet users was 481 million in 2017 and will reach approx. 829 million by 2021. Emergence of online shopping make India like hot bed which inviting the retailers to sell their products online. The boom sub category of online shopping is apparel industry in India. It also reaches to 24% of total online users. Rapid growth of online shopping has led to inspire e-loyalty among online shoppers. In Today’s era young generation has become very active in shopping apparel online. Online fashion market is estimated to reach $12bn to $14bn by 2020. This study measured the four constructs including e service quality dimensions i.e. Privacy, Efficiency, Fulfilment, System Availability and e-trust, e-satisfaction as e-loyalty antecedents. Structural Equation Modelling technique used to establish the relationship between the construct taken for the study. Findings revealed that there are four dimensions of e service quality that have inconsistent influence on e-satisfaction and e-trust. Efficiency is not significantly associated with the e-trust and e-loyalty. Fulfilment is observed as most grounded indicator for e-satisfaction and etrust as well. Privacy is also the important driver to e-trust that leads to e-loyalty.