HOW EMOTIONAL PSYCHOLOGY HELPS TO MEDIATE SERVICE QUALITY AND THE ONLINE BUYING BEHAVIOUR OF GARMENTS AND CLOTHING PRODUCTS IN INDONESIA?

Abstract

This research study tried to examine the Indonesian customer’s online buying experience by considering the service quality of Indonesia's online garments and clothing industry along-with the mediating effect of customer’s emotional psychology as well as the moderating role demographic features of customer like age and marital status. The population includes all garments and clothing brands giving online purchase service to their customer. We randomly shared an online self-administrative questionnaire to 600 Indonesian customers who had purchased garments and clothing through different online platforms over the last 3 months and then only got 523 valid responses. We applied Structural Equation Modeling (SEM) method and estimated using SPSS and Smart-PLS. Our results revealed that the customer online buying is strongly augmented by web-based as well as customer-based characteristics of service quality of online garments and clothing stores. The demographic factors like age and marital status did not significant at all but influenced the customer’s online buying decision. All demographic effect reports weak support for enhancing online buying by customers. The mediation effect of emotional psychology in the form of positive and negative psychology enhancing the online buying decision of customers in Indonesia. The management and policymakers of garments and clothing stores offering online services are advised to consider the web-based and customer-based factors coupled with customer’s emotional psychology to improve the buying experience of online customers. The demographic factors like gender, age, and income level of customers did not matter for policymaking.