LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Ruchi Agrawal, Ms Anwesha Sthapit

Abstract:Online shopping has a bright future in Nepal due to the country's growing internet user base. The study explores how COVID-19 pandemic impacted online clothing purchases in Kathmandu Valley. The study utilized a quantitative methodology with a descriptive-analytic design. To distribute a self-administered questionnaire, data was collected via social media platforms and Google Forms. Snowball sampling technique was used. Using Cochran’s sampling technique for an infinite population, a sample size of 385 respondents was obtained. The research framework identified price, convenience, trust & security, and UI/UX design influencing online buying behavior of consumers. Female participants were slightly more in the survey than male. Seventy-seven percent of participants are in the 18–34 age group. Almost half of the respondents said they had shopped for clothing online for 1-3 years. The most popular payment method is cash on delivery (COD). Information about sales and promotions is primarily found on social media. The findings show that consumer online clothing buying behavior is statistically significantly with price, convenience, trust & security, and UI/UX design. However, the study contributes to the growing online retail sector in Nepal by providing valuable insights for both businesses and policymakers.

Keywords:Consumer Behavior, Price, Trust, Security, Convenience, UI/UX Design