Author

Description

E-commerce technology has revolutionized consumer behavior by offering sophisticated tools for search, customization, and personalization. As these technologies evolve, they have become integral to the daily lives of consumers, particularly in India’s rapidly expanding online apparel market. To capitalize on this growth, e-retailers are leveraging smart technologies to enhance the digital shopping experience. This study utilizes the Technology Acceptance Model (TAM) to investigate the online clothing purchase habits of young millennials in Coimbatore. The proposed framework evaluates how utilitarian and hedonic factors drive consumer decisions. The findings indicate that both functional utility and emotional enjoyment significantly influence the online apparel purchasing behavior of this demographic.

Keywords

Technology Acceptance Model - Utilitarian factor - Hedonic factor- Apparel E-commerce - Online Purchase Behaviour - Young Millennials- E-retailers.