Effects of consumer innovativeness, fashion innovativeness, and fashion involvement on online purchase intention: a study on fashion websites in Malaysia

Online shopping is gaining importance in this new era. Understanding consumers’ online purchase intention, both users and businesses, is an essential issue for e-commerce managers and academics. Only by comprehending factors that influence consumers’ purchase intention to buy fashion online will help companies satisfy consumers’ needs. The purpose of this study is to investigate relationships between consumers’ online purchase intention and selected factors: consumer innovativeness, fashion innovativeness and fashion involvement, and to examine further how e-loyalty mediates the relationships. Quantitative research was utilized in this study. Respondents were fashion online shoppers in Malaysia, selected through the method of quota sampling from the ten most popular fashion shopping websites in Malaysia. This study adopted Partial Least Square – Structural Equation Modeling (PLS-SEM) as the statistical method to test the proposed model. Based on the findings, consumer innovativeness, fashion innovativeness, and fashion involvement are significantly related to e-loyalty. Consumer innovativeness, e-loyalty, and fashion involvement show positive effects on online purchase intention. However, no significant relationship was found between fashion innovativeness and online purchase intention. As this study was conducted in Malaysia, the results could vary when tested in other countries. Therefore, similar study related to fashion online purchase intention in any other Asian countries can be replicated in future.