"Exploring Style Satisfaction in Online Fashion Shopping: A Multigroup SEM Analysis Across Economic Strata"

Abstract

Online shopping has become a pervasive activity on the internet, experiencing substantial growth in recent years, although its full potential has not been fully realized. The internet has opened up new opportunities for organizations to engage effectively with both current and potential customers. Websites play a pivotal role in enabling customers to seamlessly explore, compare, and make online purchases of various products and services, with a particular focus on fashion apparel.
This study aims to uncover the diverse factors influencing customer satisfaction with online shopping for fashion apparel across various age groups. Utilizing a Likert Scale format with five options (SA= strongly agree 5, A= agree 4, U= undecided 3, D= disagree 2, SD= strongly disagree 1), the questionnaire consists of two sections. The first section gathers demographic information, while the second delves into four factors through 21 questions. Administered via Google Forms, distributed through email and WhatsApp, the survey targeted respondents aged 18 and above, mentally sound, engaged in online shopping, and residing in Purba Midnapore. Using stratified random sampling, the population was segmented into smaller groups. Out of 700 collected responses, 60 were discarded due to incomplete information, resulting in a dataset of 640.,
Factor analysis, facilitated by SPSS21 (IBM Corporation), was utilized to identify constructs. Confirmatory factor analysis, carried out using AMOS 20 (IBM Corporation), further clarified the variables and their alignment within specific factors. Four factors—perceived quality, perceived benefit, perceived price, and perceived safety—were identified for each income group. In summary, the model has achieved a commendable level of goodness of fit.