Ranbir Singh*
The study included 1500 Himachal Pradesh residents of Shimla and Solan cities. The study sample was selected using convenience sampling, and a structured questionnaire was employed to collect data. Descriptive and inferential data analyses were performed. Appropriate statistical tools were used to achieve the study's objectives and hypotheses, such as Confirmatory Factor Analysis (CFA), reliability analysis, validity analysis, mediation analysis, moderation analysis, Structural Equation Modelling (SEM), t-tests, ANOVA, etc. Online shopping awareness positively affects fashion product buying decisions, establishing a substantial association.
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