Anne-Françoise Audrain-Pontevia, Reine Fortunée Alohomin Gantoli and Julien François
Although well documented for physical stores, consumer motives for buying apparel online have been poorly investigated. Drawing on the social exchange theory (SET), the authors…
Abstract
Purpose
Although well documented for physical stores, consumer motives for buying apparel online have been poorly investigated. Drawing on the social exchange theory (SET), the authors tested a framework that relates time savings, effort savings and money savings to satisfaction, e-loyalty and e-word-of-mouth (e-WOM).
Design/methodology/approach
A cross-sectional, web-based survey was conducted in Canada during the coronavirus (COVID-19) pandemic. Data were collected from 247 participants who made online clothing purchases and analysed using partial least-squares structural equation modelling. The reliability and validity of the measurement model were assessed, and the path coefficients of the structural model were estimated.
Findings
Money savings have a strong effect on e-satisfaction, which in turn determines e-loyalty and e-WOM. Time savings have also been found to influence e-satisfaction, whereas effort savings have no influence. Finally, the results indicate that e-satisfaction competitively mediates the relationship between money savings and both e-loyalty and e-WOM.
Originality/value
Utilising the SET, this study contributes to deepening the knowledge of online clothing purchase in the context of the COVID-19 pandemic. The authors provide a comprehensive view of the mechanisms through which time savings and money savings are the strongest drivers of customer satisfaction, which in turn influence customer loyalty and e-WOM when buying clothes online.