Consumer online purchase behavior of local fashion clothing brands

Abstract

Purpose The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process. Design/methodology/approach The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model. Findings Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity. Originality/value So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.

Effect of Consumer Demographics and Risk Factors on Online Purchase Behaviour in Malaysia

“…In general, the consumer's information is one of the crucial antecedents of purchasing behaviour [7]. Different types of customers with different characteristics are expected to possess different behavioural rules and preferences, and customer classification is considered to be an important issue in studying online customer behaviour [5].…”

“…The advancements of the Internet have changed online purchase behaviour as a result of the changing dynamics that surround it [6]. According to Rahman and Mannan [7], online purchase behaviour can be developed through the innovative use of Web technologies and online brand familiarity, which are currently growing at a rapid pace and eclipsing traditional buying processes. This phenomenon has caused the rapid market entry of numerous online sellers.…”

“…Internet shopping has become prevalent and it provides large reservoirs of market potential for e-commerce [2], which calls for further investigation into the subject matter. There has been a relatively constant growth of customers' preferences towards online shopping [7] among many emerging economies, such as Malaysia [2]. Although a few previous studies have provided significant insights regarding the complexities of online markets, the existing literature on online purchasing behaviour is inadequate, particularly in the Malaysian context (see [2,5]).…”

Vestel Marka Cep Telefonu Kullanicilarinin Marka Deneyi̇mleri̇ni̇n Tekrar Satin Alma Kararlarina Etki̇si̇

“…Çevrimiçi marka deneyimi ile ilgili yapılan bir araştırmada çevrimiçi marka deneyiminin, tüketicinin çevrimiçi satın alma davranışını olumlu yönde etkilediği belirlenmiştir (Rahman ve Mannan, 2018). Konuyla ilgili havayolu firmaları üzerinde yapılan bir diğer araştırmada ise yenilikçi marka deneyimi uygulamalarının marka değeri ve marka memnuniyeti üzerinde olumlu bir etkisi olduğu ortaya konulmuştur (Lin, 2015).…”

Engaging Purchase Decision of Customers in Marketplace Channel: A Study of Fashion Online Retail

“…Electronic Word of Mouth (e-WOM) adalah pengembangan dari WOM berupa suatu pernyataan positif atau negatif secara online dari pelanggan atau mantan pelanggan yang mengarah terhadap ajakan kepada semua orang untuk menyukai bahkan menentang suatu produk atau perusahaan tertentu (Hennig-Thurau et al, 2004;Cheung & Lee, 2008;Goyette et al, 2010;Bambauer-Sachse & Mangold, 2011;Jeong & Koo, 2015;Zhang et al, 2017;Kudeshia & Kumar, 2017;Prasad et al, 2017;Rahman & Mannan, 2018;Mukayati, 2019). Kehadiran e-WOM lebih kuat dari WOM karena menawarkan lebih banyak peluang bisnis dan jangkauan informasi yang lebih luas untuk konsumen (Jacobsen, 2018).…”