The Effect of Consumer Motivation on Purchase Intention of Online Fashion An Applied Study in Saudi Arabia

Abstract

The aim of these study is to establish the level of effect of consumer motivations on purchase intention of Online Fashion. In order to achieve this aim and investigate the research questions, the researcher employed one of the three research approaches researchers have used in their studies: quantitative, qualitative, and mixed methodology. The objectives of the current study were investigated through two phases; quantitative and qualitative phase. For each phase, the researcher developed a research instrument based on previous studies. Necessary adaptions were made to make sure items fit into the context of the current research. The instrument for the first phase, which was the questionnaire method. questionnaire responses of the 282 participants and The interview was conducted with a sample of 10 participants. The study found: The utility motivation for using fashion-sharing platforms was high among the study sample members The motivation for fun to use fashion-sharing platforms came high among study sample members. The consumer attitude to using fashion-sharing platforms came on average among participants. The intention to buy online came at an average level. The results of the answer to the first hypothesis showed a correlation of 0.270 between consumers' utilitarian motivations to use the fashion sharing platform in Saudi Arabia and their purchasing trends, meaning that the relationship between the two variables is moderately severe. Results showed a positive correlation at 0.540 between the pleasure motivations of using a fashion sharing platform in Saudi Arabia and consumer purchasing trends. It is a statistically significant value, which means that the relationship between the two variables is strong. The results showed a very strong positive correlation at 0.749 between consumer trends of using the fashion sharing platform in Saudi Arabia and their purchasing intentions. It is a statistically significant value, which means that the relationship between the two variables is strong. In light of the findings, the study recommends that: need to focus online fashion. buying platforms by maximizing consumers' utilitarian motivation, as utilitarian motivations significantly influence the direction of consumer buying intent, Online fashion shopping platforms need to be interested in improving consumers' confidence and confidence as they clearly contribute to their intention to buy.