To Study the Influence of Web Atmospherics on Customer Purchasing Behaviour with Respect to Fashion Websites

Abstract

Today is a digitalisation era and many of us have access to smartphones and the Internet. E-businesses are developing day by day due to many factors like acceptance of new technologies, increasing the young population, increasing standard of living, and increasing usage of smartphones. Day by day people are using smartphone apps to order clothes online to save time and crowd time. This research article's primary objective is to examine influence of web atmospherics on customer purchasing behaviour with respect to fashion websites Using a structured questionnaire, non-probability convenience sampling was used to perform the study. The various constructs measuring the web atmospherics were identified through EFA and then descriptive analysis was conducted for the statements of the web atmospherics. As it represents the psychological behaviour of the respondents toward the web atmosphere and their presence in the purchase behaviour.