Abstract:
Because of technological advances, there have been massive changes in all
activities in today's modern world. The invention of the internet has caused a
massive turning away from traditional ways of purchasing and also created a
new mode of transaction between seller and buyer. Online shopping is
completely different from traditional methods of shopping. In that respect, the
main aim of this research is to identify the consumer behavior towards online
shopping for clothing and accessories and its impact in the Dharga Town area.
To achieve this aim, it has some sub-objectives such as diagnosing the
characteristics of consumers related to online shopping, identifying the factors
impacting consumer behavior towards online shopping for clothing and
accessories, finding out the difference between traditional shopping and online
shopping, and identifying the problems facing consumers in online shopping
for clothing and accessories. Accordingly, 188 samples were selected by the
snowball sampling method for this study. Furthermore, structured
questionnaires were used to collect primary data for this study from people
who shop online. The data was analyzed descriptively using SPSS software.
According to the research conclusion, mostly women engage in online
shopping more than men in the Dharga Town area, and persons who are
between the ages of 19 and 31 and those who are educated up to an advanced
level are more involved in online shopping. Further convenience, price, trust,
wider selection, online shopping experience, and financial risk all impact
online shopping. Online shopping and traditional shopping are different in
terms of terms, price, and trust. Furthermore, according to the analysis related
to the problems, it was found that there is a delay in the delivery of the goods
and an inability to view the goods. Therefore, this research recommended that
money be paid for the goods when the delivery of the goods and the goods
delivery service are provided free of charge or at a lower price.
