Role of online retail cues in influencing apparels purchase decision

Abstract

Online retailers use selling cues like best seller to influence customer perception and design effective promotional strategies. This study explores the role of online selling cues to influence the purchase decision for different categories of apparels which include casual wear, sportwear, ethnic wear and formal wear. Best seller popularity cue impacts the purchase intention of apparels. Best seller cue elicits different customer response for different type of apparels. Popularity cues used for daily use apparels with utilitarian value 1.e., casual and sportswear impacts the purchase intention for apparels. Whereas best seller cue formal and ethic/ designer wear clothes do not impact the purchase decision of the customer. While buying apparels for other for gifting purpose, people prefer buying best seller apparels.