The Impact of E-commerce on Consumer Behavior in the Fashion Industry and Its Broader Implications for Retail Transformation

Latypova Nigina (2025) The Impact of E-commerce on Consumer Behavior in the Fashion Industry and Its Broader Implications for Retail Transformation. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

The fashion industry no longer lives on the high street — it lives in the algorithm. From TikTok trends to next-day delivery, digital platforms have transformed the way people discover, desire, and buy fashion. This research explores how e-commerce is reshaping consumer behavior and redefining the very structure of fashion retail.The study examines the key forces behind this transformation — price, convenience, trust and social media influence — and investigates how they shape online fashion shopping decisions. Using a quantitative online survey distributed among consumers aged 18–45 across Central and Eastern Europe, the research applies the Theory of Planned Behavior and Technology Acceptance Model to connect psychological drivers with digital shopping habits.Although the analysis is still underway, early trends suggest that online fashion behavior is driven more by speed, affordability, and social influence than by ethical or environmental concerns. The research aims to provide a deeper understanding of how digital-first consumers think and act — and how fashion retailers can respond to a generation that values personalization, instant gratification, and authenticity over tradition.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, divat, e-commerce, e-kereskedelem, fashion industry, fogyasztói magatartás, szépségipar
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:12
Utolsó módosítás:	2026. Júl. 09. 11:12

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