Consumer Medium-Related Drivers on Online Purchase Intention of Fashion Clothing: An Application of Reflective-Formative Second-Order Constructs in PLS

This study aimed to explore how motivational drivers impact the online purchase intentions of young consumers in fashion clothing. Online shopping is a growing phenomenon, especially prevalent in developed countries. The paper introduces a conceptual framework designed to enhance the understanding of consumer purchase intentions. The study proposes an effective framework that comprehends various possible drivers that will lead to intention to purchase fashion products online. The research identified several media-related drivers based on the previous investigation of online purchase intention and related theories. The proposed conceptual model is made up of one main independent variable (medium-related drivers), mediator (consumer commitment) and one dependent variable, online purchase intention. The independent variables are taken as a formative higher-order construct made up of reflective sub-constructs (lower order). Thus, the study aims to evaluate motivational drivers, including trust in social network sites, perceived media credibility, and interactivity with mediating role of consumers commitment on online purchase intention of fashion clothing. The suggested framework for consumers’ motivational drivers will function as a comprehensive model for consumer behaviour based on medium-related drivers. The proposed conceptual framework provides a strong theoretical basis for an empirical grounded study on online shopping in the studied area.