Increasing digital dissemination and online apparel shopping behaviour of Generation Y

Abstract

Purpose

This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.

Design/methodology/approach

For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.

Findings

It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.

Practical implications

Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.

Originality/value

The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.

Citation

Agrawal, D.K. (2023), "Increasing digital dissemination and online apparel shopping behaviour of Generation Y", Journal of Fashion Marketing and Management, Vol. 28 No. 1, pp. 28-44. https://doi.org/10.1108/JFMM-03-2022-0072