What drives Malaysian online fashion shopping? The mediating role of perceived value

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2021-10-29 DOI:10.1080/20932685.2021.1978308

S. Salem, A. Alanadoly

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引用次数: 15

Abstract

ABSTRACT This study investigates the indirect effects of consumer fashion involvement, opinion seeking and online buying experience on online purchasing behaviour of fashion products by adapting the functional perspective of the perceived values: quality and price. Partial least squares structural equation modelling (PLS-SEM) is used to examine the proposed study’s framework with data collected through a survey (n = 346) to examine respondents’ opinions on the mentioned variables. The authors also assessed the proposed framework using Importance-Performance Map Analysis (IPMA). The study results reveal that perceived quality mediates the relationship between fashion involvement, online shopping experience and online purchasing, which is not observed in opinion seeking. On the other hand, only perceived price mediates the relationship between opinion seeking, online shopping experience and online buying behaviour. At the construct level, IPMA revealed that perceived price and online shopping experience are crucial for enhancing online purchasing behaviour of fashion products. This study contributes to the existing literature by evaluating the effects of fashion involvement, opinion seeking and online experience on perceived value in terms of quality and price and how this may improve consumers’ online purchasing behaviour.

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是什么推动了马来西亚在线时尚购物？感知价值的中介作用

摘要本研究采用感知价值观（质量和价格）的功能视角，研究了消费者时尚参与、意见寻求和网上购买体验对时尚产品网上购买行为的间接影响。偏最小二乘结构方程建模（PLS-SEM）用于检验拟议研究的框架，通过调查收集的数据（n=346）来检验受访者对上述变量的意见。作者还使用重要性性能图分析（IPMA）对所提出的框架进行了评估。研究结果表明，感知质量在时尚参与、网上购物体验和网上购买之间起中介作用，而这在意见征询中没有观察到。另一方面，只有感知价格才能调节意见寻求、网上购物体验和网上购买行为之间的关系。在结构层面，IPMA揭示了感知价格和在线购物体验对于增强时尚产品的在线购买行为至关重要。这项研究通过评估时尚参与、舆论寻求和在线体验对质量和价格感知价值的影响，以及这如何改善消费者的在线购买行为，为现有文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.