Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2023-12-21 DOI:10.1108/jfmm-03-2023-0080

Rajendra Kumar Gopi, Rambabu Lavuri, K Francis Sudhakar

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引用次数: 0

Abstract

Purpose

The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.

Design/methodology/approach

We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.

Findings

The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.

Originality/value

This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.

查看原文本刊更多论文

探索新兴时尚市场的消费者网络购物行为：一种综合方法和即将开展的研究

目的本研究旨在探讨在时尚产业的多渠道背景下，情感承诺（AC）消费者赋权对网络购物行为（WB）的作用，以及中介（态度[ATT]）和调节（产品参与[PT]）效应。我们以刺激-有机体-反应理论为理论基础。设计/方法/方法我们通过便利抽样方法收集了 307 份近期购买时尚产品的时尚消费者的回复，并使用结构方程建模和 PROCESS 宏法对数据进行了分析。结果结果表明，AC 和消费者赋权对消费者态度及其 WB 有显著影响。同样，消费者态度在 AC、消费者赋权和 WB 之间具有正向中介关系。PI 在很大程度上调节了 AC、消费者授权与态度以及态度与 WB 之间的关系。本研究通过分析时装业多渠道背景下快速增长的 WB 现象，为日益增多的时装营销文献做出了贡献。

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来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.