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Nexus Between Consumer's Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing.

ABSTRACT: This study aimed to investigate the effects of customers' motivations (specifically young consumers) on online purchase intentions as mediated by commitment toward online fashion retailers. The survey method was used to collect data from Chinese respondents using a questionnaire. The convenience sampling technique was used to collect data from 275 respondents. Collected data were analyzed on smart-PLS using the structural equation modeling technique. Results of the study show a significant and positive impact of social empowerment and remuneration motivations on consumer commitment online purchase intention. Further results show that consumer commitment partially mediates the relationship between social empowerment, remuneration, and online purchase intention. This study contributes to the literature in the domain of consumer commitment by focusing on the underlying needs and motivations of consumers. The researchers have demonstrated a strong need to understand the dynamics of commitment due to its importance in affecting purchase intention. This study also has several implications that guide online retailers how to motivate consumers with social, remuneration and empowerment incentives to develop their intention to purchase online. Fashion retailers are suggested to gratify certain consumer motives to increase commitment. Specifically, among the three motives, empowerment motivation emerged as the strongest predictor of consumer commitment in social media environment. This study will help to the online brands to attract more customers by providing the motivation such financial, empowerment and socialization.

SUBMITTER: Yu F

PROVIDER: S-EPMC9257183 | biostudies-literature |

REPOSITORIES: biostudies-literature

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Project description:Background/Purpose: Online vendors seize the advantage of the high demand on home-use, do-it-yourself dental bleaching products. The study aims to present the uncontrolled online market of dental products and provide evidence of consumer safety risks associated with the utilization of high peroxide content bleaching products without dentist's supervision, and also to identify misleading and insufficient information on content and compromised product quality.Materials and methodsA complex risk-based methodology was used including website content evaluation focusing on ingredients, precautionary statements and directions for use provided by online retailers. Bleaching products were test procured in which packaging and labels were documented and assessed. Quality control was performed using the permanganometric method per the official European Pharmacopoeia.ResultsOne (16.7%) of six test procured peroxide gels was not delivered. Another arrived without enclosed description or instructions. The ingredient list was incomplete or missing for all (100%) online products, however, it was listed on the label or in enclosed documentation in four out of five (80%) samples. Precautionary statements were scarcely (16.7%) disclosed online, contrarily, safety claims were emphasized by most (83.3%) websites. Contraindications and adverse effects were mentioned in the majority (80%) of the delivered product labels. One sample contained no active principle, in two sample' peroxide content exceeded the label's claim by 5.2-9.0% while in another two it was below the concentration indicated on the labels by 79.9-80.7%.ConclusionsDissimilarity in regulations elicits an opportunity for consumers to purchase inappropriately labeled, questionable quality, high peroxide content dental products without information regarding ingredients, application and risks. The uncontrolled market, easy access and unsupervised application of high peroxide-content teeth whiteners imply patient safety issues.

Dataset Information

Nexus Between Consumer's Motivations and Online Purchase Intentions of Fashion Products: A Perspective of Social Media Marketing.

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