A Study on Antecedents that Affect the Online Impulse Buying Behavior of Female Apparel Buyers in Patna

This work intends to apply the Theory of Planned Behavior framework to study the impact of customized apparel ads on buyers' intention to purchase and their inclination to impulsively buy from the two most prominent online apparel retailers in India. The framework also attempts to ascertain whether or not privacy concerns influence the buying intent. It tests the theoretical framework by looking at how customized apparel ads affect impulsive buying made by females online. The antecedents of purchase intent have been empirically proven using a sample of 250 tech-savvy female buyers from the Patna area. The findings demonstrate that the importance of attitude towards apparel website brands, subjective norms, and PCB is decisive in framing the intent to buy while consumers shop online. This study affirms the significance of consumer attitudes toward apparel website companies in bolstering the plan to buy online. This research contributes to growing evidence concerning consumers' perceptions of well-known clothing brands sold on e-commerce sites in India.