Unveiling the Digital Catwalk: Exploring the Influence of Social Media Impact on Women's Online Fashion Purchasing Behavior Through Structural Equation Modeling

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Dr. Swapnali Bhosale
Dr. Shrikant Waghulkar
Suraj Sharma
Tabrej Mulla
Vinayak Shitole


In today's digital age, the online fashion market has experienced exponential growth, reshaping traditional purchasing behaviors. This research delves into the intricate relationship between social media impact and women's online fashion purchasing behavior, utilizing Structural Equation Modeling (SEM) as the analytical framework. Through a comprehensive survey, the opinions of women are assessed to gauge the influence of digitalization, latest fashion trends, price comparison convenience, and the availability of options across digital platforms on their purchasing behavior. The findings of this study reveal significant insights into the drivers shaping women's online fashion purchases, highlighting the pivotal role of social media in guiding consumer decisions. By uncovering the interplay between digital platforms and consumer behavior, this research contributes to a deeper understanding of the evolving dynamics within the online fashion industry, offering valuable implications for businesses aiming to tailor their strategies to meet the preferences and needs of female consumers in the digital marketplace.

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