The effects of quality perception and multisensory perception on purchase intention when consumers shop online

Abstract

PurposeHow to reduce uncertainty in clothing online purchasing has become a primary concern for consumers. This study aims to investigate the effects of quality perception and multisensory perception on consumer online clothing purchase intention and to explore the mediating effect of trust.Design/methodology/approachThis study was conducted with consumers who have online clothing shopping experiences. A total of 539 valid samples were analyzed by bootstrap and structural equation model.FindingsThe result of this research revealed that perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues have a significant influence on purchase intention. Additionally, consumers’ trust is positively correlated with purchase intention. Trust mediates the relationship between the perceptions (perceived information quality, perceived service quality, perceived haptic imagery and perceived visual-audio cues) and purchase intention, irrespectively.Originality/valueTo investigate the effects of multisensory perception on purchase intention, perceived haptic imagery is adopted as a variable in this study. This study investigates the mediating role of trust between multisensory perception and purchase intention. The findings of this study can enrich Stimulus-Organism-Response (S-O-R) framework and Information System (IS) success model in the field of clothing online shopping.