Abstract
Purpose This study examines consumer online purchase behaviour in the Nigerian fashion industry. Design/methodology/approach A cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry. Findings Consumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour. Practical implications Online fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society. Originality/value Studies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.
Highlights
The fashion industry dates back to over a hundred thousand years, right from the availability and use of textiles by mankind (Botti, 2019)
theory of planned behaviour (TPB) is, adopted to explain and predict consumer online purchase behaviour in the fashion industry and in an emerging market; this is premised on the tenets of the theory that consumers’ values and fashion consciousness will determine consumers’ purchase in the online fashion industry
Measures To ensure high content validity, all the measurement scales used for the consumer values, fashion consciousness and online consumer purchase behaviour were adopted from extant literature (Kautish and Sharma, 2018)
Summary
The fashion industry dates back to over a hundred thousand years, right from the availability and use of textiles by mankind (Botti, 2019). The industry, over time, has added economic and material value to humanity, evolving with society, making it a very relevant aspect of human life and a common area of research, in this technology-driven world (Bruce and Daly, 2006; Botti, 2019; Kilduff, 2005; Xue et al, 2019). The fashion industry contributes about US$3000 bn, an estimated 2% of the world’s gross domestic product (GDP) (Botti, 2019). The full terms of this licence may be seen at http:// creativecommons.org/licences/by/4.0/legalcode
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