Enhancing Patronage Intention on Online Fashion Industry in Indonesia: The Role of Value Co-Creation, Brand Image, and E-Service Quality

Figures & data

Figure 1. Research model.

Table 1. Measurement items and sources

Variables	Dimension	Items	Sources
Value Co-Creation (VCC)	Information Seeking	VCC1: I asked the seller for information about the product being offered (model, size, material, and price).	Yi and Gong (2013)
		VCC2: I’m looking for information where the location of the seller of this brand.
		VCC3: I am looking for information on how to use the product properly by paying attention to product videos and product catalogs.
	Information Sharing	VCC4: I explained to the seller what I wanted from this brand (my expectations of this brand).
		VCC5: I gave correct information to the seller.
		VCC6: I provide the necessary information in order to participate in the creation of the product that meets my expectations.
		VCC7: I answered all the seller’s questions regarding the quality of the products from this brand.
	Responsible Behavior	VCC8: I took the necessary steps (shared information with the seller) in order to get the product I wanted.
		VCC9: I complete all behavior expected of me, both following the ordering flow and providing feedback and suggestions.
		VCC10: I fulfill my responsibility for the advancement of this brand by contributing in the form of providing information, ideas and input.
		VCC11: I followed the instructions given by the seller regarding the technical use and maintenance of the product.
	Feedback	VCC12: I let the seller know if I have any useful ideas to improve product quality.
		VCC13: I comment about the product when I receive a good quality product.
		VCC14: I notify the seller when I have a problem with a product or service.
	Advocacy	VCC15: I have said positive things about this brand to others.
		VCC16: I recommend this brand to others.
		VCC17: I encourage friends and relatives to use this brand.
Value Co-Creation (VCC)	Helping	VCC18: I help other customers if they need my help.	Yi and Gong (2013)
		VCC19: I help other customers if they seem to have a problem with this brand.
		VCC20: I teach other customers to use the product properly.
		VCC21: I give advice to other customers.
	Tolerance	VCC22: I am willing to accept the product if the product provided is not as expected.
		VCC23: I am willing to be patient if the seller makes a mistake when delivering the product.
		VCC24: I am willing to wait if I have to receive the product longer than the estimated time I expect.
Brand Image (BI)		BI1: This brand has good quality.	Ansary and Nik Hashim (2018)
		BI2: This brand has better characteristics than its rivals (other brands).
		BI3: This brand has a personality that distinguishes itself from competitors (other brands).
		BI4: This brand does not disappoint its customers.
		BI5: This brand is one of the best brands in the Muslim fashion category.
E-Service Quality (ESQ)		ESQ1: Overall, my shopping experience at this online shop is very good.	Rita et al. (2019)
		ESQ2: The quality of service provided by this online shop is overall very good.
		ESQ3: Overall I feel very satisfied with this online shop.
Religiousity (REL)	Religious Commitment	REL1: I often read or see news about religion either through books, magazines, television or social media.	Kusumawati et al. (2020)
		REL2: I participate in making financial contributions to religious activities such as infaq and alms.
		REL3: I actively participate in religious activities.
		REL4: I am trying to increase my level of faith.
Religiousity (REL)	Religious Experiential	REL5: I feel sad and dissatisfied when I act against my beliefs.	Kusumawati et al. (2020)
		REL6: I have an obligation to help others.
		REL7: I have an obligation to respect the rights of others.
Customer Perceived Value (CPV)		CPV1: The price of this brand’s product is in accordance with the quality.	Kusumawati et al. (2020)
		CPV2: When using the products of this brand can enhance my image and status.
		CPV3: When using a product of this brand it creates positive feelings.
		CPV4: This brand’s product is up to the standard I want.
		CPV5: By using this brand’s product reflects adherence to religion.
		CPV6: This brand’s product is useful to support appearance.
Customer Satisfaction (CS)		CS1: I love visiting this online shop.	Kusumawati et al. (2020)
		CS2: I am happy with the existence of this online shop.
		CS3: I prefer this online shop compared to other Muslim fashion online shops.
		CS4: I feel satisfied when trying products from this online shop.
Patronage Intention (PI)		PI1: I am willing to revisit this online shop.	Kusumawati et al. (2020)
		PI2: I am willing to repurchase products in this online shop.
		PI3: I am willing to shop more at this online shop on my next purchase
		PI4: I am willing to recommend this online shop.
		PI5: I will consider this online shop to be the first choice in shopping for Muslim clothing.
		PI6: I will often shop online in the future.

Table 2. Sociodemographic profile of respondent (n = 301)

	Freq	%		Freq	%
Gender			Marital Status
Female	258	85.7	Single	11	3.7
Male	43	14.3	Married	290	96.3
Age Ranges			Purchase in 6 Months
18–26 years	10	3.3	2x	167	55.5
27–35 years	131	43.5	3x	68	22.6
36–44 years	147	48.8	4x	24	8.0
45–53 years	13	4.3	> 4x	42	14.0
Area of Residence			Latest Education
Java	218	72.4	Junior High Graduate	4	1.3
Sumatra	27	9.0	Senior High Graduate	42	14.0
Borneo	16	5.3	Associate’s degree	46	15.3
Sulawesi	22	7.3	Bachelor’s degree	179	59.5
Papua	13	4.3	Master’s degree	23	7.6
Nusa Tenggara	5	1.7	Doctoral degree	7	2.3
Occupation			Fashion Shopping Monthly (IDR)
Student	13	4.3	< 500 K	167	55.5
Private employee	60	19.9	> 500 K—1,000 K	73	24.3
Civil servant	27	9.0	> 1,000 K—1,500 K	18	6.0
Self-employed	35	11.6	> 1,500 K—2,000 K	11	3.7
Housewife	156	51.8	> 2,000 K	32	10.6
Others	10	3.3

Table 3. Construct Reliability and Convergent Validity

Constructs	Indicator	Loading Factor	Cronbach’s Alpha	CR	AVE
Information Seeking (ISE)	VCC1	0.767	0.702	0.834	0.626
	VCC2	0.784
	VCC3	0.821
Information Sharing (ISH)	VCC4	0.730	0.779	0.857	0.602
	VCC5	0.705
	VCC6	0.852
	VCC7	0.808
Responsible Behavior (RB)	VCC8	0.776	0.775	0.855	0.597
	VCC9	0.727
	VCC10	0.809
	VCC11	0.777
Feedback (FB)	VCC12	0.805	0.722	0.843	0.643
	VCC13	0.866
	VCC14	0.727
Advocacy (ADV)	VCC15	0.895	0.888	0.931	0,818
	VCC16	0.934
	VCC17	0.883
Helping (HLP)	VCC18	0.872	0.918	0.942	0.802
	VCC19	0.920
	VCC20	0.896
	VCC21	0.894
Tolerance (TOL)	VCC22	0.729	0.809	0.887	0.725
	VCC23	0.909
	VCC24	0.904
Brand Image (BI)	BI1	0.829	0.887	0.917	0.688
	BI2	0.810
	BI3	0.837
	BI4	0.847
	BI5	0.824
E-Service Quality (ESQ)	ESQ1	0.886	0.905	0.941	0.841
	ESQ2	0.940
	ESQ3	0.924
Customer Perceived Value (CPV)	CPV1	0.823	0.906	0.927	0.681
	CPV2	0.872
	CPV3	0.863
	CPV4	0.753
	CPV5	0.847
	CPV6	0.771
Constructs	Indicator	Loading Factor	Cronbach’s Alpha	CR	AVE
Customer Satisfaction (CS)	CS1	0.903	0.886	0.922	0.748
	CS2	0.906
	CS3	0.778
	CS4	0.865
Religious Commitment (RC)	REL1	0.860	0.809	0.887	0,723
	REL2	0.837
	REL3	0.640
	REL4	0.853
Religious Experiential (RE)	REL5	0.814	0.804	0.885	0.719
	REL6	0.845
	REL7	0.883
Patronage Intention (PI)	PI1	0.873	0.910	0.930	0.690
	PI2	0.888
	PI3	0.822
	PI4	0.784
	PI5	0.801
	PI6	0.810

Table 4. Discriminant validity (Fornell-Larcker Criterion)

	ADV	BI	CPV	CS	ESQ	FB	HLP	ISE	ISH	PI	RB	RC	RE	TOL
ADV	0.904
BI	0.518	0.829
CPV	0.522	0.765	0.825
CS	0.448	0.733	0.746	0.865
ESQ	0.380	0.664	0.661	0.738	0.917
FB	0.563	0.537	0.531	0.474	0.446	0.802
HLP	0.707	0.433	0.453	0.392	0.256	0.495	0.895
ISE	0.484	0.542	0.519	0.503	0.392	0.455	0.404	0.791
ISH	0.477	0.504	0.486	0.455	0.340	0.524	0.502	0.609	0.776
PI	0.410	0.679	0.700	0.842	0.676	0.449	0.343	0.485	0.414	0.831
RB	0.543	0.527	0.582	0.512	0.449	0.678	0.540	0.495	0.655	0.502	0.773
RC	0.339	0.467	0.506	0.443	0.381	0.449	0.268	0.362	0.409	0.502	0.403	0.850
RE	0.356	0.455	0.506	0.441	0.511	0.410	0.210	0.417	0.310	0.465	0.434	0.592	0.848
TOL	0.355	0.383	0.391	0.365	0.314	0.278	0.410	0.124	0.232	0.360	0.295	0.297	0.181	0.852

ADV: Advocacy, BI: Brand Image, CPV: Customer Perceived Value, CS: Customer Satisfaction, ESQ: E-Service Quality, FB: Feedback, HLP: Helping, ISE: Information Seeking, ISH: Information Sharing, PI: Patronage Intention, RB: Responsible Behavior, RC: Religious Commitment, RE: Religious Experiential, TOL: Tolerance.

Table 5. Formative measurement model evaluation (repeated indicator approach)

Formative Construct	Reflective Constructs	Weights	Loading Factor	VIF
Value Co-Creation (VCC)	VCC1	0.078***	0.515	1.556
	VCC2	0.105***	0.536	1.585
	VCC3	0.094***	0.634	1.775
	VCC4	0.050***	0.521	1.800
	VCC5	0.067***	0.516	1.788
	VCC6	0.056***	0.633	2.243
	VCC7	0.057***	0.702	2.254
	VCC8	0.039**	0.621	1.952
	VCC9	0.107***	0.582	1.702
	VCC10	0.077***	0.696	2.459
	VCC11	0.088***	0.662	1.875
	VCC12	0.064***	0.627	2.114
	VCC13	0.097***	0.721	2.241
	VCC14	0.085***	0.513	1.697
	VCC15	0.084***	0.725	3.010
	VCC16	0.034	0.747	4.051
	VCC17	0.097***	0.679	3.185
	VCC18	0.050**	0.686	3.346
	VCC19	0.044	0.696	4.401
	VCC20	0.035	0.657	3.839
	VCC21	0.052**	0.683	3.488
	VCC22	0.052***	0.310	1.635
	VCC23	0.059***	0.462	2.769
	VCC24	0.081***	0.456	2.739

*p < 0.10, **p < 0 .05, ***p < 0.01.

Table 6. Construct Collinearity Evaluation (Inner VIF)

Constructs	CPV	CS	PI
VCC	1.873	2.129
BI	2.451	2.967
ESQ	1.815	1.988
CPV		3.050	2.787
CS			2.462
REL			1.701

Figure 2. Path Diagram T-Value.

Table 7. The results of hypothesis testing

Hypothesis	Path	T-Statistics	p values	Result
	Main Paths
H1	Value Co-Creation → Customer Perceived Value	6.018	0.000	Supported
H2	Value Co-Creation → Customer Satisfaction	2.185	0.029	Supported
H3	Brand Image → Customer Perceived Value	6.543	0.000	Supported
H4	Brand Image → Customer Satisfaction	3.517	0.000	Supported
H5	E-Service Quality → Customer Perceived Value	5.331	0.000	Supported
H6	E-Service Quality → Customer Satisfaction	7.205	0.000	Supported
H7	Customer Perceived Value → Customer Satisfaction	4.317	0.000	Supported
H8	Customer Perceived Value → Patronage Intention	2.103	0.036	Supported
H9	Customer Satisfaction → Patronage Intention	15.361	0.000	Supported
	Moderation Effect
H10	Customer Perceived Value* Religiousity → Patronage Intention	1.036	0.301	Not Supported
H11	Customer Satisfaction* Religiousity → Patronage Intention	0.470	0.638	Not Supported

Table 8. Test of R-Square

Dependent Variable	Independent Variable	R^2 Adjusted
Customer Perceived Value (CPV)	Value Co-Creation (VCC)	0.672
	Brand Image (BI)
	E-Service Quality (ESQ)
Customer Satisfaction (CS)	Value Co-Creation (VCC)	0.692
	Brand Image (BI)
	E-Service Quality (ESQ)
	Customer Perceived Value (CPV)
Patronage Intention (PI)	Customer Perceived Value (CPV)	0.736
	Customer Satisfaction (CS)
	Religiousity (REL)

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