• Dr. Vineeta Ahuja
• Smriti Kaushik

This review examined the key drivers influencing online apparel purchase intentions among urban Indian youth, a digitally active and trend-conscious demographic. Drawing from existing literature and consumer behaviour models, the study identified factors such as convenience, price sensitivity, product variety, website design, social influence, and trust as critical determinants of online buying behaviour. The findings from survey revealed that intuitive interfaces, mobile compatibility, and peer recommendations significantly enhance purchase likelihood. The study emphasized the importance of tailoring e-commerce strategies to youth preferences, highlighting the role of digital engagement and perceived value in converting browsing behaviour into actual purchases.

Women Apparel, Online Shopping, Purchase Intention, Generation Y, Generation Z etc.

"FROM BROWSING TO BUYING: A REVIEW OF ONLINE APPAREL MARKET DRIVERS SHAPING PURCHASE INTENTIONS AMONG URBAN INDIAN YOUTH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.d153-d160, August-2025, Available :http://www.jetir.org/papers/JETIR2508319.pdf

"FROM BROWSING TO BUYING: A REVIEW OF ONLINE APPAREL MARKET DRIVERS SHAPING PURCHASE INTENTIONS AMONG URBAN INDIAN YOUTH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppd153-d160, August-2025, Available at : http://www.jetir.org/papers/JETIR2508319.pdf