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Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers

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  • Nadeem, Waqar
  • Andreini, Daniela
  • Salo, Jari
  • Laukkanen, Tommi

Abstract

Consumers increasingly search for, evaluate, and buy items via social media and websites, but little is known about how these activities affect their level of trust, attitudes toward online retailing, and online shopping behaviors. Therefore, this study focuses on how online shopping via Facebook, peer recommendations, and website service quality affect consumer trust, attitudes and loyalty intentions in e-tailing. An online survey was conducted with Generation Y Italian consumers who used Facebook searches of various websites to shop for clothing online. Confirmatory factor analysis was used to validate the constructs, and structural equation modeling (SEM) was employed to test the hypotheses. Findings confirm that website service quality and consumers’ predispositions to use Facebook for online shopping directly and positively affect consumer trust toward an e-tailer. In contrast, peer recommendations affect attitude directly rather than indirectly via trust. The results further indicate that peer recommendations have a significantly stronger influence on attitudes of females than they do on attitudes of males.

Suggested Citation

  • Nadeem, Waqar & Andreini, Daniela & Salo, Jari & Laukkanen, Tommi, 2015. "Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers," International Journal of Information Management, Elsevier, vol. 35(4), pages 432-442.
    • Handle: RePEc:eee:ininma:v:35:y:2015:i:4:p:432-442
    DOI: 10.1016/j.ijinfomgt.2015.04.008
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    4. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    5. Ghori, Muhammad Ashhad & Imran, Syed Monis & Pervaiz, Javeria & Aiman, Umm e Aiman, 2022. "How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers," MPRA Paper 112290, University Library of Munich, Germany.
    6. Cheng, Xusen & Gu, Yu & Shen, Jia, 2019. "An integrated view of particularized trust in social commerce: An empirical investigation," International Journal of Information Management, Elsevier, vol. 45(C), pages 1-12.
    7. Xiaoxi Zhu & Changhui Yang & Kai Liu & Rui Zhang & Qingquan Jiang, 2022. "Cooperation and decision making in a two-sided market motivated by the externality of a third-party social media platform," Annals of Operations Research, Springer, vol. 316(1), pages 117-142, September.
    8. Hattingh, Marie & Dhir, Amandeep & Ractham, Peter & Ferraris, Alberto & Yahiaoui, Dorra, 2022. "Factors mediating social media-induced fear of missing out (FoMO) and social media fatigue: A comparative study among Instagram and Snapchat users," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
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