Consumer values, online purchase behaviour and the fashion industry: an emerging market context

Abstract

PurposeThis study examines consumer online purchase behaviour in the Nigerian fashion industry.Design/methodology/approachA cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.FindingsConsumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.Practical implicationsOnline fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.Originality/valueStudies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

“…The results of this study align with prior research, corroborating the significance of both FCC and UGC in positively shaping CPI (Karunasingha and Abeysekera, 2022; Kim and Martinez, 2013; Long et al ., 2022) in the fashionwear market. This preference for FCC over UGC may be attributed to Sri Lankan shoppers' emphasis on brand reputation and quality, aligning with the focus of the fashion-wear industry (Adeola et al ., 2021). The adoption of online platforms not only brings benefits to customers but also offers advantages to sellers (Azemi et al ., 2022).…”

“…Over time, the industry has added economic and material value to humans while growing with society, making it a very relevant facet of human life as well as a common area of inquiry, especially in the current technologically driven world (Johnstone and Lindh, 2022). Globally, the fashion business contributes Impact of FC and UG social media marketing approximately US$3000bn or approximately 2% of global GDP (Adeola et al, 2021). Today, the Internet and technical advancements have permitted the formation of online fashion retail platforms, which have displaced portions of traditional store patronage (Adeola et al, 2021).…”

“…Globally, the fashion business contributes Impact of FC and UG social media marketing approximately US$3000bn or approximately 2% of global GDP (Adeola et al, 2021). Today, the Internet and technical advancements have permitted the formation of online fashion retail platforms, which have displaced portions of traditional store patronage (Adeola et al, 2021). Nonetheless, more study on sustainable knowledge for the fashion sector is required by business growth (Azemi et al, 2022).…”

“…Internet users are gradually shaping previously controlled and administered fashionwear brand communication. According to Adeola et al . (2021), traditional one-way communication is being replaced with multidimensional, two-way and peer-to-peer communication.…”

O fenômeno da viralização: o caso da moda feminina no Brasil

“…While there may be a strong and high emotional connection to the store, it is of no value if consumers are not able to tangibly perceive the benefits of their purchases and experience. Adeola et al (2021) state that happiness, love, satisfaction, and sense of freedom and comfort derived from online shopping for fashion items influence customer behavior more than values such as ease of purchase, cost, convenience, discount, and variety.…”