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Exploring the Effects of Social Commerce on Consumers’ Browsing Motivations and Purchase Intentions in the UK Fashion Industry

In: Social Commerce

Author

Listed:
  • Marta Blazquez

    (University of Manchester)

  • Tianran Zhang

    (University of Manchester)

  • Rosy Boardman

    (University of Manchester)

  • Claudia E. Henninger

    (University of Manchester)

Abstract

This chapter explores the effects of social commerce (s-commerce) on consumers’ browsing motivations and purchase intentions in the UK’s fast fashion industry. The chapter establishes that informational support has the biggest influence on browsing motivations amongst fast fashion consumers in the UK, and the support from other members of an online community has the most significant effect on purchase intention. The chapter recommends that fast fashion online retailers should embrace s-commerce to create and maintain good relationships with consumers, as a way of gaining their loyalty and trust. Additionally, they should provide meaningful and useful content on their s-commerce channel as, no matter how visually appealing a website is, it still needs to provide information that helps consumers in their purchasing decisions.

Suggested Citation

  • Marta Blazquez & Tianran Zhang & Rosy Boardman & Claudia E. Henninger, 2019. "Exploring the Effects of Social Commerce on Consumers’ Browsing Motivations and Purchase Intentions in the UK Fashion Industry," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 6, pages 99-115, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_6
    DOI: 10.1007/978-3-030-03617-1_6
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