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Conviction and online purchase intention towards apparel in online environment

Shantanu Prasad (Goa Institute of Management, Sanquelim, India)
Saroj S. Prasad (Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Nagpur, India)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 14 March 2023

Issue publication date: 14 April 2023

608

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

Copyright © 2023, Emerald Publishing Limited

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