Impact of Digital Disruption on Consumer Purchase Intention in China Apparel Industry

Abstract

The purpose of this research was to conduct an analysis on the impact of the digital disruption on the consumer purchase intention. The critical analysis of the literature revealed that consumers are associated with the digital platforms by getting connected with each other through social media. The literature review revealed important dimensions of digital disruption, which are selected as the independent variable in this study including electronic word of mouth, perceived quality and online advertising. By using these variables, research framework and hypotheses were developed. This study was conducted in China and focused on the customers population of the clothing industry in Guangdong Province. Guangdong Province in China is having the most clothes company and the apparel industry in Guangdong benefits from the province’s strategic location, favorable economic climate, and efficient transportation and logistics networks. Respondents were identified randomly who are stay in Guangdong Province, China. The philosophical assumption of the study was positivist and methods were selected accordingly. The analysis was conducted on the responses while the response rate was 93%. The analysis compromised of the descriptive and inferential statistical tests. The results revealed that the selected independent variables created significant and positive impact on the consumer purchase intention. These findings also validate the findings from the previous studies. Based on the analysis conducted, conclusion was drawn along with revealing the practical and theoretical implications of the findings. In the end, recommendations were made for the conduction of the future research by identifying the limitations of this study.