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Consumer online purchase behavior of local fashion clothing brands: Information adoption, e-WOM, online brand familiarity and online brand experience

Muhammad Sabbir Rahman (Department of Marketing and International Business, North South University, Dhaka, Bangladesh)
Mahafuz Mannan (Department of Marketing and International Business, North South University, Dhaka, Bangladesh)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 17 May 2018

Issue publication date: 25 June 2018

9322

Abstract

Purpose

The purpose of this paper is to investigate the influence of information adoption, e-WOM, online brand experience and online brand familiarity on consumer online purchase behavior of local fashion clothing brands. The study also examines the influence of central and peripheral route on the consumer information adoption process.

Design/methodology/approach

The research design was cross-sectional. A total of 300 respondents from Bangladesh participated in the self-administered survey who have experienced of purchasing local fashion clothing brand online. Only 273 questionnaires were used in final data analysis after discarding incomplete questionnaires. The study applied PLS-SEM to test the proposed model.

Findings

Central and peripheral route were found to have positive influences on the consumer information adoption process in the context of online purchasing of local fashion clothing brands. Consumer information adoption was found to influence consumer online purchase behavior positively. The information adoption-consumer purchase behavior relationship was found to be partially mediated by e-WOM. Online brand experience was found to influence consumer online purchase behavior positively. The online brand experience-consumer purchase behavior relationship was found to be partially mediated by online brand familiarity.

Originality/value

So far, no studies have investigated how information adoption, e-WOM, online brand experience and online brand familiarity influence consumer purchase behavior of local fashion clothing brand, in a virtual environment under the perspective of a developing country like Bangladesh. This study is also a pioneer in exploring which dimensions have more leverage on central and peripheral route in information adoption in the context of local fashion clothing brand of Bangladesh.

Keywords

Citation

Rahman, M.S. and Mannan, M. (2018), "Consumer online purchase behavior of local fashion clothing brands: Information adoption, e-WOM, online brand familiarity and online brand experience", Journal of Fashion Marketing and Management, Vol. 22 No. 3, pp. 404-419. https://doi.org/10.1108/JFMM-11-2017-0118

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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