Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing

Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing

This study aimed to investigate the effects of customers’ motivations (specifically young consumers) on online purchase intentions as mediated by commitment toward online fashion retailers. The survey method was used to collect data from Chinese respondents using a questionnaire. The convenience sam...

Full description

Bibliographic Details
Main Authors: Feng Yu, Qian Wenhao, Zhou Jinghong
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-06-01
Series:Frontiers in Psychology
Subjects:
young consumers
consumer motivations
commitment
fashion products
social media
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.892135/full

Internet

https://www.frontiersin.org/articles/10.3389/fpsyg.2022.892135/full

Similar Items