Click to chic: Decoding the impact of fashion product page design on online purchase intention

Patricia SanMiguel, Cristina Sánchez-Blanco, Clara González-Tosat and Anais Sánchez-Hualde

Journal of Global Fashion Marketing, 2025, vol. 16, issue 3, 322-348

Abstract: This paper examines the influence of fashion e-commerce product page design on online purchase intention, proposing an analytical model based on four key dimensions: Product Images (IM), Social Influence (SI), Information (IF), and Purchase Convenience (PC). These dimensions are assessed through 31 Key Performance Indicators (KPIs), validated in two studies. The first study analyzes the product pages of 42 Spanish fashion brands, examining the presence of KPIs within the proposed model. Results highlight a strong emphasis on visual content, however underutilization of social influence elements was noted. The second study surveys 270 Generation Z consumers, revealing that detailed product information (IF) significantly influences purchase intention. In contrast, product images (IM) and social influence (SI), though valued, do not have a decisive impact. The results offer valuable insights into the factors influencing purchase intentions in fashion e-commerce, emphasizing that while social influence and convenience are important aspects of the online shopping experience, product information stands out as the most significant driver of purchase behavior.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2025.2491327 (text/html)
Access to full text is restricted to subscribers.

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:taf:rgfmxx:v:16:y:2025:i:3:p:322-348

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2025.2491327

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().