Values, satisfaction and intentions: online innovation perspective for fashion apparels

Abstract

Purpose The purpose of this study is to survey the associations among innovation perspective on value priorities, i.e. hedonic vs utilitarian facets, satisfaction among customers and behavioral intents for online fashion apparels in the Asian economic context, i.e. Indian market. Design/methodology/approach The research used a hypo-deductive strategy and all the constructs were amended from the previous scholarly work. The two-step methodology with structural equation modelling in terms of covariance-based methodology was deployed to weigh the measurement and structural models. Findings The conclusions reveal that value priorities in terms of hedonic vs utilitarian dimensions have a substantial influence on satisfaction, and satisfaction significantly affects intentions for online apparels. Additionally, customer satisfaction performs the role of a partial facilitator between hedonic and utilitarian values and purchase intents. In comparison to hedonic, utilitarian priorities display a superior outcome on customer satisfaction and purchase intents for fashion apparels getting sold online portals. Research limitations/implications The research will facilitate online researchers and fashion managers recognize the underlying dimensions of innovation-led perspectives on values, i.e. hedonic vs utilitarian, for satisfaction and behavioral intents. Practical implications The study results will assist online marketers, fashion portals and specialists recognize the characteristics of hedonic vs utilitarian dimensions to improve satisfaction facets and behavioral intents for online fashion apparels. Social implications The present scholarly work presents useful insights related to social transformation with respect to innovative online fashion apparel buying paradigms. Originality/value In an Asian market context, the paper is pioneer work to examine the comparative relationships among value priorities, e.g. hedonic vs utilitarian dimensions and their influence on satisfaction and purchase intents for the fashion apparels sold online sector a two-dimensional measure of consumption values.

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

“…First, a plethora of research has explored SMMA in a variety of contexts ( Kautish and Sharma, 2019 ; Khare and Kautish, 2020 ). There is a severe dearth of studies with mediating and moderation relationship of SMMA ( Kautish et al, 2021a ). SMMA needs to be studied in the context of online shopping B2C e-commerce websites (e.g., Facebook, Instagram, and WhatsApp), which are gaining popularity in today’s emerging market ( Kautish et al, 2021d ).…”

They The Role of Gender, Age, And Educational Groups in Utilitarian Motivation for Sharia Products

“…Another study also found that the direct effect of consumers' perceptions of organizational use of mobile media in gratification, intimidation, promotion, and organizational example is positively related to consumer intentions. The company's strength in controlling intentions by influencing consumer perceptions and attitudes to make sales (Schniederjans et al 2018) Research has focused on the utilitarian motivation of buyers and oriented behaviors defined as functional, work-related, or task-oriented (Kautish et al 2021).…”

“…Based on the figure below, it can be seen that six hypotheses have a positive relationship (H1, H2, H3, H4, H6, and H7), one hypothesis has a significant negative relationship (perception of consumers on Furthermore, when sharia products are increasingly adding to the Islamic image that consumers want. The repercussions can increase consumers' intention to use sharia products continuously because consumers find a match between themselves and Sharia products (Fox et al 2018;Jeong & Jang, 2018;Shin, 2020) or because they feel the benefits derived from sharia products (Kautish et al 2021). Furthermore, consumers who believe in sharia values so that complete information on sharia products related to conformity with religious guidance.…”

Guest editorial: Advancing theory on innovating in Asia from multiple perspectives

“…They describe two critical dimensions in this regard: one is traditional car rental and the other is m-rental which is not explored in the existing literature. The 12th paper in this special issue is titled "Values, satisfaction and intentions: Online innovation perspective for fashion apparels" by Kautish et al (2021). The paper reveals that utilitarian and hedonic values as value priorities significantly affect customer satisfaction, which in turn impacts the behaviour of customers' intention for fashion apparel on the online platform.…”