Impact fashion consciousness and social media influencers on online fashion purchase intentions

Abstract

This study investigates the impact of fashion consciousness and social media influencers on online fashion consumer behavior based on the extended theory of planned behavior. Research data from 350 consumers through questionnaire with 5-point Likert scale. The study used partial least squares structural modelling with SmartPLS 4.0 software to analyze the results. The findings show that social media influencers and fashion consciousness both influence consumers’ online fashion purchasing intentions. Among them, social media influencers have the strongest impact on online fashion purchase intention. The study’s outstanding findings show that influencers have a positive impact on consumers’ fashion consciousness. These findings provide management implications to help businesses, retailers and marketers come up with better solutions to attract customers and improve business efficiency.