E-commerce in the fashion business: the roles of the COVID-19 situational factors, hedonic and utilitarian motives on consumers’ intention to purchase online

The study intends to investigate the roles of the COVID-19 epidemic situational factors and hedonic and utilitarian motives on consumers’ intent to buy fashion products online. It is theorised that the COVID-19 epidemic situational factors include physical obstacles caused by the lockdown and the closings of brick-and-mortar retailers, the antecedent states linked to the anxiety during the outbreak, the store atmosphere characterised by the risk of contracting the Coronavirus during shopping activity, and social distancing. An online questionnaire was collected from 351 Indonesian consumers. SmartPLS 3 and PLS-SEM were used for hypothesis testing. The results reveal that the COVID-19 epidemic situational factors, utilitarian and hedonic motives positively and significantly affect consumers’ intent to buy fashion products online. These findings will help online marketers and retailers develop their websites and improve their selling endeavours. [ABSTRACT FROM AUTHOR] Copyright of International Journal of Fashion Design, Technology & Education is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)