Breaking Down the Aesthetic Appeal: The Decision-Making Process in Online Apparel Shopping

Abstract

Online shopping, specifically for apparel, has seen an unprecedented surge over the past decade. A prevalent
factor that drives customers towards an e-commerce platform is the aesthetic appeal it offers. This study delves
into the intricate process of consumers' decision-making and their preferences during online apparel shopping,
with a particular emphasis on the role of aesthetics.The multiphase research undertaken involves several
components — literature review, primary data collection through surveys, and observational data
interpretation, all aimed at deconstructing the influence of aesthetics on purchase decisions. The results reveal
an intricate interplay between aesthetic appeal, website design, garment presentation, customer reviews, price,
brand reputation, and the final purchase decision. The study concludes by demonstrating that aesthetics directly
correlate to the customer's initial interest and indirectly influence their purchasing decision through
psychological and emotional satisfaction.
This research offers actionable insights for online retailers, web designers, and marketing professionals to
enhance their online shopping platforms, targeting aesthetics as a significant determinant of consumer behavior,
satisfaction, and consequent revenue generation. Key recommendations include investing in high-quality
product photography, curated presentations, and visually appealing website design. Moreover, the findings
usher in a deeper understanding of the consumer's online shopping journey, providing data-driven strategies for
improving user experience and boosting sales in the increasingly competitive online apparel market.