2023
DOI: 10.1108/ijrdm-12-2021-0615
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Conviction and online purchase intention towards apparel in online environment

Abstract: PurposeThe purpose of the research paper is to examine customers' online purchase intention towards apparel in the online environment, with a focus on the role of conviction and brand reputation of the e-retailer.Design/methodology/approachHypotheses are based on an extensive literature review and tested using adapted existing scales for the constructs-social media usage for apparel, electronic word of mouth (EWOM), conviction, apparel e-retailer's brand reputation and online purchase intention towards apparel… Show more

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Cited by 2 publications
(3 citation statements)
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“…In addition, the effect changes for retailers whose previous offline and online experiences have been favorable for consumers. Prasad and Prasad (2023) provide empirical evidence for offline direct experience effects and reveal short-term channel substitution (spillover) effects for customers who use only online channels. In addition, omni-channel conversion behaviors after online promotion are exposed and different coupon schemes are developed based on responses to previously offered offline initiatives.…”
Section: Discussionmentioning
confidence: 94%
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“…In addition, the effect changes for retailers whose previous offline and online experiences have been favorable for consumers. Prasad and Prasad (2023) provide empirical evidence for offline direct experience effects and reveal short-term channel substitution (spillover) effects for customers who use only online channels. In addition, omni-channel conversion behaviors after online promotion are exposed and different coupon schemes are developed based on responses to previously offered offline initiatives.…”
Section: Discussionmentioning
confidence: 94%
“…Online-to-offline is an e-commerce model, which means that online marketing and online purchases drive offline operations and offline consumption. This e-commerce model promotes offline store information to Internet users through promotions, discounts, information, service reservations, etc., to convert these users into offline customers (Prasad and Prasad, 2023). Online-to-offline commerce is also a business strategy that attracts potential customers from online channels to shop in physical stores.…”
Section: Introductionmentioning
confidence: 99%
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