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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.892135/full |
| _version_ | 1811344000751239168 |
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| author | Feng Yu Qian Wenhao Zhou Jinghong |
| author_facet | Feng Yu Qian Wenhao Zhou Jinghong |
| author_sort | Feng Yu |
| collection | DOAJ |
| description | 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 sampling technique was used to collect data from 275 respondents. Collected data were analyzed on smart-PLS using the structural equation modeling technique. Results of the study show a significant and positive impact of social empowerment and remuneration motivations on consumer commitment online purchase intention. Further results show that consumer commitment partially mediates the relationship between social empowerment, remuneration, and online purchase intention. This study contributes to the literature in the domain of consumer commitment by focusing on the underlying needs and motivations of consumers. The researchers have demonstrated a strong need to understand the dynamics of commitment due to its importance in affecting purchase intention. This study also has several implications that guide online retailers how to motivate consumers with social, remuneration and empowerment incentives to develop their intention to purchase online. Fashion retailers are suggested to gratify certain consumer motives to increase commitment. Specifically, among the three motives, empowerment motivation emerged as the strongest predictor of consumer commitment in social media environment. This study will help to the online brands to attract more customers by providing the motivation such financial, empowerment and socialization. |
| first_indexed | 2024-04-13T19:40:06Z |
| format | Article |
| id | doaj.art-536741d5bd384abdb9be34e31f7a5931 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-13T19:40:06Z |
| publishDate | 2022-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-536741d5bd384abdb9be34e31f7a59312022-12-22T02:32:56ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-06-011310.3389/fpsyg.2022.892135892135Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media MarketingFeng YuQian WenhaoZhou JinghongThis 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 sampling technique was used to collect data from 275 respondents. Collected data were analyzed on smart-PLS using the structural equation modeling technique. Results of the study show a significant and positive impact of social empowerment and remuneration motivations on consumer commitment online purchase intention. Further results show that consumer commitment partially mediates the relationship between social empowerment, remuneration, and online purchase intention. This study contributes to the literature in the domain of consumer commitment by focusing on the underlying needs and motivations of consumers. The researchers have demonstrated a strong need to understand the dynamics of commitment due to its importance in affecting purchase intention. This study also has several implications that guide online retailers how to motivate consumers with social, remuneration and empowerment incentives to develop their intention to purchase online. Fashion retailers are suggested to gratify certain consumer motives to increase commitment. Specifically, among the three motives, empowerment motivation emerged as the strongest predictor of consumer commitment in social media environment. This study will help to the online brands to attract more customers by providing the motivation such financial, empowerment and socialization.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.892135/fullyoung consumersconsumer motivationscommitmentfashion productssocial media |
| spellingShingle | Feng Yu Qian Wenhao Zhou Jinghong Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing Frontiers in Psychology young consumers consumer motivations commitment fashion products social media |
| title | Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing |
| title_full | Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing |
| title_fullStr | Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing |
| title_full_unstemmed | Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing |
| title_short | Nexus Between Consumer’s Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing |
| title_sort | nexus between consumer s motivations and online purchase intentions of fashion products a perspective of social media marketing |
| topic | young consumers consumer motivations commitment fashion products social media |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.892135/full |
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