Assessing customers' attitude towards online apparel shopping: A three-way interaction model

Ashok Kumar Patel, Anurag Singh, Nripendra P. Rana, Satyanarayana Parayitam, Yogesh K. Dwivedi and Vincent Dutot

Journal of Business Research, 2023, vol. 164, issue C

Abstract: This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic word of mouth (EWOM), perceived risk, and perceived behavioral control in the relationships have been examined. Data were collected from 432 online apparel consumers using a survey questionnaire. First, the instrument's psychometric properties were checked, and then data was analyzed using Hayes's PROCESS macros. The results indicate that online purchase intention mediates the relationship between consumers' attitudes toward online shopping and actual purchase behavior. In addition, the results found strong support for the three-way interactions between attitude, perceived risk, and EWOM on purchase intention, and (ii) attitude, EWOM, and perceived behavioral control on actual purchase behavior mediated through purchase intention. The three-way interactions involving the double-moderation of EWOM make significant contributions to the growing literature on online buying.

Keywords: Attitude; Purchase intention; Perceived risk; EWOM; Online apparel shopping (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323002758
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323002758

DOI: 10.1016/j.jbusres.2023.113917

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().