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

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.

KEYWORDS:

• Information acceptance model
• online luxury fashion
• purchase intention
• post pandemic
• double moderation

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research is funded by Banaras Hindu University, Fund Details: Research Grant for faculty (Institute of Eminence Scheme) under Development Scheme No. 6031.

Notes on contributors

Anurag Singh

Anurag Singh is an Associate Professor of Marketing at Institute of Management Studies, Banaras Hindu University, Varanasi, India. His research areas include consumer behavior, customer engagement, customer experience, social currency and digital marketing. He has published research papers in Journal of Business Research, Marketing Intelligence & Planning, Journal of Global Fashion Marketing, Journal of Advances in Management Research, South Asian Journal of Business Studies, Journal of Direct, Data and Digital Marketing Practice, International Journal of Information Management Data Insights, Journal of Innovation and Entrepreneurship, International Journal of Customer Relationship Marketing and Management, Journal of Rural Development, SCMS Journal of Indian Management, etc. Anurag Singh has co-authored one reference book and edited seven books.

Ashok Kumar Patel

Ashok Kumar Patel is a IOE-TFB 'Teaching Fellow' at RGSC, Banaras Hindu University, Varanasi, India. Ashok has published papers in Journal of Business Research, Journal of Global Fashion Marketing, and Journal of Advances in Management Research. He has presented various papers in national and international conferences.

Satyanarayana Parayitam

Satyanarayana Parayitam is a Professor of Strategic Management in Charlton College of Business, University of Massachusetts Dartmouth. His research focuses on cognitive, affective conflict and interpersonal trust in strategic decision-making processes. His research has been published in the Journal of Management, International Journal of Conflict Management, Management Research Review, Journal of Business Research, Journal of World Business, Journal of Strategic Marketing, Personnel Review, , FIIB Business Review, Journal of Marketing Theory and Practice, Journal of Strategy and Management, Journal of Transport Geography, Journal of Advances in Management Research, Chinese Management Studies, Computers in Human Behavior, Behaviour & Information Technology, Journal of Spirituality, Religion and Management, Asia Pacific Journal of Management Research and Innovation, Journal of Knowledge Management, International Journal of Knowledge Management, Journal of Global Fashion Marketing, Knowledge Process and Management Journal, Quality and Quantity, Tourism and Hospitality Research, Global Business Review, International Journal of Yoga -Philosophy, Psychology and Parapsychology, Ayurveda Journal of Health, IIM Kozhikode Society & Management Review, Journal of Sustainable Finance & Investment, The Learning Organization, Global Knowledge, Memory and Communication, and Leadership and Organizational Development Journal, and Journal of Internet Commerce, and Journal of Consumer Behavior.