Determining Factors Affecting The Repurchase Intention Of The Fast Fashion Industry

Research purpose: This study aims to investigate the relationship between brand identity, social media marketing, fashion store atmosphere, and perceived customer relationships regarding repurchase intention in order to obtain insight into consumers’ repurchasing behaviour in the fast fashion sector. The study focusses on Zara in particular. The results of the study will offer suggestions for improving consumers’ intentions to buy in the fast fashion sector. Research motivation: The fast fashion industry has drawn attention in consumer behavior and brand loyalty research. However, there is still more to learn about the factors driving customers to repurchase. Product quality, price strategy, perceived value, brand image, customer satisfaction, social responsibility, and innovation are some of these variables. Research design, approach, and method: This research employs the stimulus-organism-response (SOR) model to understand user behavior using theoretical framework and quantitative research methods. Data was collected from 291 individuals who had bought fast fashion within the past month. The analysis utilized SPSS version 22 and Smart PLS 3.0. Main findings: According to the findings, social media marketing, brand identification, and the atmosphere of clothing stores have the greatest positive effects on repurchase intention. Perceived customer relationship comes in second. Furthermore, brand identity and social media marketing were shown to be the next best indicators of perceived customer relationship, with the atmosphere of fashion stores being the strongest.. Practical/managerial implications: This study advances knowledge about the fast-fashion industry’s consumer repurchasing behaviour. It offers valuable insights for businesses and lays the groundwork for future research.