Sanjay Medhavi

An Extended UTAUT Model for Determining the Factors Affecting Online Apparel Purchase Intentions of Customers: Moderating Role of Post Purchase Dissonance

Ram Singh, Shilpi Singh & Sanjay Medhavi · Asian Journal of Economics, Business and Accounting · 2026

Background: E-commerce has transformed the retail industry, particularly in apparel, making it important to understand the factors influencing consumers’ online behavioral intentions, especially in contexts where perceived risk remains a key concern and technology adoption models...