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Click to chic: Decoding the impact of fashion product page design on online purchase intention

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  • Patricia SanMiguel
  • Cristina Sánchez-Blanco
  • Clara González-Tosat
  • Anais Sánchez-Hualde

Abstract

This paper examines the influence of fashion e-commerce product page design on online purchase intention, proposing an analytical model based on four key dimensions: Product Images (IM), Social Influence (SI), Information (IF), and Purchase Convenience (PC). These dimensions are assessed through 31 Key Performance Indicators (KPIs), validated in two studies. The first study analyzes the product pages of 42 Spanish fashion brands, examining the presence of KPIs within the proposed model. Results highlight a strong emphasis on visual content, however underutilization of social influence elements was noted. The second study surveys 270 Generation Z consumers, revealing that detailed product information (IF) significantly influences purchase intention. In contrast, product images (IM) and social influence (SI), though valued, do not have a decisive impact. The results offer valuable insights into the factors influencing purchase intentions in fashion e-commerce, emphasizing that while social influence and convenience are important aspects of the online shopping experience, product information stands out as the most significant driver of purchase behavior.

Suggested Citation

  • Patricia SanMiguel & Cristina Sánchez-Blanco & Clara González-Tosat & Anais Sánchez-Hualde, 2025. "Click to chic: Decoding the impact of fashion product page design on online purchase intention," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 16(3), pages 322-348, July.
    • Handle: RePEc:taf:rgfmxx:v:16:y:2025:i:3:p:322-348
    DOI: 10.1080/20932685.2025.2491327
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