Consumer behavior in electronic commerce environments and fashion effect

Abstract

Purpose -The main purpose of the study is to investigate how different dimensions of consumer perception and consumer attitude may affect behavior in electronic commerce environments. The aim is to define a conceptual framework in order to establish the role played by reference groups and social information in the development of these variables. Design/methodology/approach -This study integrates concepts including a series of published theoretical researches in consumer behavior. Research data were taken from a survey carried out on 450 European consumers. Consumer behavior, its antecedents and outcomes, and the relationship between consumer perception, consumer attitudes and fashion effect have been analyzed at a customer level. Findings -The results indicated that fashion effect affect consumer's behavior in electronic commerce environments. However, the study found inconsistent results between different dimensions of perception and its effects on buying decision. Research limitations/implications -The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but more studies are needed. Practical implications -By examining the variables that create the fashion effect, marketers are able to develop innovative strategies meant to improve their programs. Originality/value -The main contribution of this paper is the completion of an exhaustive analysis of the fashion effect and its antecedents. On one hand, it is a pioneer in the study of the influence of fashion effect on electronic commerce and, on other hand, it confirms results from other researches in the traditional commerce environments.

A Literature Review of Social Commerce Research from a Systems Thinking Perspective

“…[10][11][12][13]. The reason for this is that the offline commercial activities are essentially emotional activities in which buyers are critical because they convey ideas, impressions or feelings about products [14]. Through these ideas or opinions, customers become the link between sellers and other potential buyers and have shown a great influence on this online business ecosystem in recent years.…”