Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 21 December 2023
Abstract
Purpose
The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.
Design/methodology/approach
We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.
Findings
The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.
Originality/value
This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.
Keywords
Citation
Gopi, R.K., Lavuri, R. and Sudhakar, K.F. (2023), "Exploring consumer webrooming behaviour in the emerging fashion market: an integrated approach and forthcoming research", Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-03-2023-0080
Publisher
:Emerald Publishing Limited
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