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

Abstract

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 such as UTAUT provide partial but limited explanatory power. Purpose: This study aims to extend the Unified Theory of Acceptance and Use of Technology (UTAUT) model to identify and analyse the factors that influence the online purchase intentions of customers, specifically for apparel purchases. It also examines the moderating role of post-purchase dissonance in shaping these purchase intentions. Methodology: This research uses a quantitative research approach, collecting primary data of 591 responses from a diverse sample of 750 online apparel consumers across Uttar Pradesh through questionnaires distributed to a sample of online apparel shoppers. The extended UTAUT model incorporated additional constructs such as trust, perceived risk, and social influence, along with the original factors of performance expectancy, effort expectancy, and facilitating conditions. Structural equation modelling (SEM) was used to analyse the data and test the hypothesised relationships between the variables. Further, a focus group discussion was conducted to triangulate the findings of the analysis. Findings: The findings indicate that performance expectancy, effort expectancy, trust, and social influence significantly affect online apparel purchase intentions. Perceived risk negatively impacts these intentions. Additionally, post-purchase dissonance was found to moderate the relationship between these factors and purchase intentions, with higher levels of dissonance weakening the positive effects of trust and social influence on purchase intentions. Value of this study: This research contributes to the existing literature by extending the UTAUT model to the context of online apparel shopping and integrating the moderating effect of post-purchase dissonance. It provides valuable insights for e-commerce businesses and marketers to enhance customer satisfaction and loyalty by addressing the critical determinants of purchase intentions and mitigating post-purchase dissonance.