The effect of design cues on purchase intention in fashion retailing: the moderating effect of social cues and gender differences

Abstract

In retailing context, viewing products to shoppers helps to remind the forgotten needs of them as well as induce new ones, so it’s a significant function of retailers. Accordingly, the purpose of the current study is, to study the effect of retail design cues on the consumers’ purchase intention, and the moderating effect of the social cues in retail and its gender base differences. The majority of the fashion industry research studies have focused on industry wised economic contribution and adaptation to new technologies in the major area. As a result, a large gap in the academic literature regarding the components in intentions nexus with experienced ambient cues in a retail setting, which is more significant for retail practitioners, can be identified The study will be contributed to academia by filling the gap of knowledge in the nexus with encountered design cues retail setting to consumer purchase intention as well as its emphasis the how consumers perceived the crowdedness of the environment and friendliness of salespeople which will be very significant in developing competitive strategies. Primary data were collected for the survey with 150 respondents on conveniently through a self-administered questionnaire. The findings revealed that Design cues showed a significant positive relationship with consumers' purchasing intentions. However, social cues in retail settings significantly influence the nexuses of main variables: design cues, and consumers' purchase intention, and only in-store form shows significant influence based on gender differences The future research implications have been discussed.