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

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  • Suha Fouad Salem
  • Alshaimaa Bahgat Alanadoly

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.

Suggested Citation

  • Suha Fouad Salem & Alshaimaa Bahgat Alanadoly, 2022. "What drives Malaysian online fashion shopping? The mediating role of perceived value," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 13(1), pages 75-89, January.
    • Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:75-89
    DOI: 10.1080/20932685.2021.1978308
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    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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