Conviction and online purchase intention towards apparel in online environment
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 14 March 2023
Issue publication date: 14 April 2023
Abstract
Purpose
The purpose of the research paper is to examine customers' online purchase intention towards apparel in the online environment, with a focus on the role of conviction and brand reputation of the e-retailer.
Design/methodology/approach
Hypotheses are based on an extensive literature review and tested using adapted existing scales for the constructs-social media usage for apparel, electronic word of mouth (EWOM), conviction, apparel e-retailer's brand reputation and online purchase intention towards apparel, and data are collected from 362 online customers of apparel brands in eight major cities across the country. Structural equation modelling (SEM) is applied to analyze data and test hypotheses because of multiple dependent variables.
Findings
The quantitative results indicate that impact of social media and EWOM on online purchase intention towards apparel is mediated by conviction. The results also explain the moderating effect of apparel e-retailer's brand reputation.
Originality/value
Findings provide suggestions for the apparel business in an online environment that address the issue of breach of trust and implications for apparel e-retailers, managers and researchers. The study contributes to the existing retail literature by proposing concept of conviction and role of apparel e-retailer's brand reputation in this context.
Keywords
Citation
Prasad, S. and Prasad, S.S. (2023), "Conviction and online purchase intention towards apparel in online environment", International Journal of Retail & Distribution Management, Vol. 51 No. 5, pp. 674-689. https://doi.org/10.1108/IJRDM-12-2021-0615
Publisher
:Emerald Publishing Limited
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