Digital Transformation and Consumer Behavior: A Conceptual Framework for India’s Apparel Retail Industry

Abstract

The accelerating pace of digital transformation has fundamentally reshaped retail business models and consumer decision-making processes. In India, the apparel retail sector has witnessed a profound evolution driven by e-commerce, omnichannel strategies, social media marketing, and artificial intelligence (AI)-enabled personalization. This conceptual paper explores how digital transformation influences consumer behavior, customer satisfaction, and loyalty in the context of apparel retail. By synthesizing existing literature and integrating theories such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and the Stimulus–Organism–Response (S–O–R) framework, this paper proposes a comprehensive conceptual model linking digitalization drivers with consumer outcomes. The framework suggests that digital convenience, perceived value, interactivity, and trust serve as key antecedents influencing consumers’ purchase intentions, satisfaction, and loyalty. The study contributes theoretically by bridging the gap between digital transformation and behavioural research in the Indian retail context, while offering practical insights for apparel retailers to design consumer-centric digital strategies. Propositions are outlined to guide future empirical investigations on digital retail transformation and consumer dynamics in emerging economies.