The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation model
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 9 November 2023
Abstract
Purpose
The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.
Design/methodology/approach
This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.
Findings
The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.
Originality/value
This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.
Keywords
Acknowledgements
Conflict of interest: The authors declare that no possible conflicts of interest are associated with this publication. The first two authors, Tongtong Yan and Jing Wu, contributed equally to this work and should be considered co-first authors.
Funding: This work was supported by the Fundamental Research Funds for the Central Universities [grant number YJ202251].
Citation
Yan, T., Wu, J. and Meng, H. (2023), "The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation model", Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-08-2023-0202
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited