European Journal of Molecular & Clinical Medicine

Abstract

The increasing use of social media is influencing consumer purchasing behaviour across regions and countries. Customers in a fast–growing world like Raipur, on the other hand, are usually described as risk-averse, so the impact of social media on customer online purchasing behaviour is a relevant subject of interest to marketers. There is very little empirical research in this area. This research paper examines a random sample of 404 customers from Raipur to study the buying behavior of consumers who buy apparel through the e-commerce system of social media media. Consumers bought online apparels through e-commerce in social networks for a variety of reasons, such as information retrieval, risk involved, and trust. An SPSS 22 analysis of the empirical research findings reveals that social media has a moderate to meaningful impact on online apparel buyer behaviour in Raipur, with trust being the most severely impacted element, then perceived danger and information needs.