The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform

This research investigates the relationship among product quality, service quality, perceived value, customer satisfaction, and behavior intentions. Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 220 customers using confirmatory factor analysis and structural equation modeling. The testing results show that, for the direct path, product quality has a significant, positive influence on customer satisfaction, and behavioral intentions. Also, perceived value directly influences customer satisfaction and behavioral intentions and satisfaction is an antecedent of behavioral intentions. For the indirect path, service quality has a significant, positive influence on behavioral intentions through the customer satisfaction. The major finding of this study suggest that service quality easily attract more customers, especially the young consumers. About the sale personnel, communication skills, knowledge and ways of treatment to customers are crucial to retailers to gain competitive advantage over competitors. Therefore, it should have clear and consistent processes, procedures with criteria that create the best condition for organization and individual to open this kind of retailing store. Furthermore, product quality improvement is essential; all products must have clear originality; and diversifying products and services is also the way to appeal more consumers.

Section: Customer Satisfactionmentioning

confidence: 97%

Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam

Trần¹,

LE²

2020

“…Repurchase intention is the intention to repurchase a product twice or more (Filieri & Lin, 2017;Won & Kim, 2020). In reaching a level where consumers want to repurchase a product, it means that the company or product provider must meet consumer expectations.…”

Section: Brand Awareness Customer Satisfaction Repurchase Intentionmentioning

confidence: 99%

Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction

Ilyas¹,

Rahmi²,

Tamsah³

et al. 2020

This study aims to analyze and confirm brand awareness' role in influencing the repurchase intention both directly and indirectly on customer satisfaction variables and repurchase intention variables. The contribution brought by this study is to reflect manifest variables such as recall, purchase, and consumption. The number of respondents in this study was 200 samples using the online survey data collection method (Google form), while the research approach is quantitative explanatory. The data analysis test tools include the Structural Equation Modeling (SEM) approach with AMOS as a statistical data analysis software and Sobel test to indirectly test the relationship. This study consists of four hypotheses, of which three hypotheses are positively and significantly related (brand awareness on repurchase intention, brand awareness on customer satisfaction, and customer satisfaction on repurchase intention). Through indirect relationship, namely, brand awareness on repurchase intention through customer satisfaction, the study showed no significant effect. In a comprehensive way, this study emphasizes the factor of customer satisfaction as a determinant of consumer loyalty and repurchase intention. Therefore, creating optimal customer satisfaction, service excellence, promotion and massive advertising, guaranteeing the safety and ease-of-use apps, and ease of shopping, especially for e-commerce industry, is a serious concern.

“…Surucu et al (2020) disclosed that factors, such as brand trust and reference groups, affected the purchasing intention of young adults, in which the reference group was a key factor causing the purchasing intentions of young adults (Surucu et al, 2020). Other scholars examined the impact of attitudes on clients' intention to participate in online fashion sharing (Won & Kim, 2020). In Vietnam, Wollenberg and Thuong (2014) disclosed that factors (advertising, word of mouth, perceived quality, price) had positive influences on brand perception.…”

Section: Introductionmentioning

confidence: 99%

Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention

Dam¹

2020

The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS-Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach's alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.