The impact of motivations, shopping orientations on fashion purchase intention in shopping centres: The moderating role of comsumption knowledge

Abstract

This research was carried out in the context of fashion shopping at shopping centers in Vietnam, in which determining shopping orientations remains discrete, inconsistent and yet unable to meet the current rapidly changing consumer demands. Furthermore, topics including which motivations forming orientations and the impact of such shopping orientations on purchase intention are still under debate within the scientific community. Therefore, this paper aims to establish a theoretical framework to depict the relationship between motivations, shopping orientations and purchase intention as well as to evaluate moderating role of consumption knowledge. Deduction method was applied with research process divided into two stages: qualitative and quantitative research. Research results revealed that three shopping motivations did not directly impact on purchase intention but indirectly through the mediators (ie. shopping orientations), and the interaction effect of consumption knowledge with convenience shopping orientations on purchase intention was statistically significant. Several practical implications for fashion retailers are also recommended in this study.