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...
Open access
Research Article
10.9734/ajeba/2026/v26i52270