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

ABSTRACT: 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

SUBMITTER: Yu F 

PROVIDER: S-EPMC9257183 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature