Purchase intention of luxury fashion brands in post-pandemic era: A double moderation analysis using information acceptance model

Abstract

ABSTRACT This study explores the factors influencing luxury fashion brands’ information adoption and purchase intention. Using the information acceptance model (IACM), a double-layered conceptual model was developed to investigate the relationship between various dimensions of information from electronic word of mouth (eWOM) customers receive from social media and information adoption and purchase intention. A survey instrument was used to collect data online from 452 social media users who have purchased luxury fashion brands in India. The hypotheses were tested using AMOS software for structural equation modeling and Hayes PROCESS macros. The results indicate that information credibility, information quality, attitude towards information (ATI), information usefulness, and information needs were positive predictors of consumer information adoption. Results also show that information adoption is positively related to purchase intention. Furthermore, this study has found a significant moderating role of perceived risk (PR) in the relationship between information adoption and purchase intention. Contrary to what has been hypothesized, the three-way interaction between information adoption, PR, and information credibility on purchase intention was not supported. This study focused on the information-adoption-purchase intention of luxury fashion brands, particularly in the context of a developing country, India.