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Purpose: The purpose of this study is to investigate the online apparel shopping behaviours of college students in a Cameroon context which include information search and purchase behavior. Design/Methodology/Approaches: One of the non-probability sampling techniques termed convenience sampling was adopted as the sampling method for this research. As this research focuses on the population of Cameroon college/university students, the sample of this study is local college students who are currently pursuing Diploma or Degree studies. 121 responses have been gathered from college/university students who are currently pursuing diploma or degree courses at Catholic University Institute of Buea, Cameroon. Among these respondents, 46.3% are males (n=56) while 53.7% are females (n=65). Findings: The present research had yielded fruitful results to understand the relationships between shopping orientations, gender, online information search and online purchase behavior on apparel products. To note, the influences of shopping orientations and gender have been found to be more significantly impactful on online information search on apparel products. Originality/Value: This study’s research questions and methods are new to the line of Online Shopping Behaviours on Apparel Products in a Cameroon Context: Understanding the Relationships between Shopping Orientations, Gender, and Online Information Search and Online Purchase Behaviour

journal of accounting and marketing

Online Shopping Behaviours on Apparel Products in a Cameroon Context: Understanding the Relationships between Shopping Orientations, Gender, Online Information Search and Online Purchase Behaviour