Affiliation:
1. Christ University, India
Abstract
There has been a tremendous growth in the number of people opting for online purchases in recent years especially among the tech savvy millennials not just in tier 1 city by also in tier 2 and 3 cities of Karnataka, Reasons for such a massive growth can be a result of several benefits offered by online shopping such as convenience, time-saving, reduces time and cost of travelling and avoiding traffic chaos in metro cities and so on. Also, we can observe from previous studies that online shopping is widely preferred by females when compared to males in India and also male millennials are reluctant to opt for online purchases (Chaudhary et al.2022). Thus, there exists a need to find out the factors affecting digital purchase intent among male millennials with regard to online fashion Purchases. This study aims to assess the validity and reliability of the measurement instrument, assess the issues and challenges faced by male millennials and mediating effect of e-satisfaction and e-experience.