With the consolidation of online shopping, there is a need to gain insight into consumer decision-making within the digital sphere. The purpose of this study was to investigate factors that influence online shopping intention of fashion products, among female Millennials. By means of a proposed conceptual model, seven hypotheses were tested and data was collected from three hundred young females in South Africa. The data analysis was conducted using SEM in SPSS 23 and AMOS 23, and the results indicated that four of the seven hypotheses were supported. The results from this study provide online fashion retailers with insight into how they can utilise online shopping platforms to reap the financial results from this concept.

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
CONCEPTUAL MODEL AND HYPOTHESES DEVELOPMENT
RESEARCH DESIGN AND METHODOLOGY
DATA ANALYSIS AND RESULTS
DISCUSSION AND CONCLUSIONS
MANAGERIAL IMPLICATIONS
CONCLUSION

• Amara Singh(University of the Witwatersrand, South Africa)
• Neo Ligara(University of the Witwatersrand, South Africa)
• Marike Venter de Villiers(South Africa University of the Witwatersrand, South Africa) Corresponding author