Rovina Sharon Soans

This research examines how digital experiences on social media influence women’s buying behavior towards online fashion. Furthermore, it examines how challenges moderate these purchase decisions, and how attitudes mediate these purchase decisions. The research executed in Southern Karnataka state of India obtained the responses from 800 women employed through a formal questionnaire and a systematic method of selection. The measurement models and structural models were examined using AMOS 23. The study indicates that when women engage with social media and gain easy access to information and feedback through reviews, they develop a stronger positive outlook on buying fashion. These favourable opinions lead directly to consumer buying choices and additionally shape the relationship between the digital experience and their purchasing patterns on online sites. The issues regarding online shopping discourage the transformation of positive views into real transactions. The results reveal that ease of use, exemplified by intuitive navigation (β = 0.188) and easy access to product information, positively affect consumer attitudes. Electronic word-of-mouth (E-WOM), including reviews and recommendations (β = 0.456), also significantly boosts trust, leading to higher purchase intentions. Attitude acts as a strong mediator, with its effect on buying behavior showing a β coefficient of 0.609. However, challenges like concerns over data privacy and difficulties in verifying review authenticity negatively affect the attitude-behavior relationship, with a moderating effect of β = -0.092. The findings show the necessity for more robust data protection laws and better accessibility of online reviews to minimize seen threats and enhance shopper trust in digital clothing shopping.

Type of the article: Research Article

Abstract
Retailers are leveraging social commerce by integrating advanced social media features to drive customer engagement and create superior value. Thus, a present study is an attempt to analyze the impact of perceived ease of use, user engagement and technological factors on social commerce usage and to assess its contribution towards the purchase intention of the working professionals. 380 working women (from organized sectors including education, industry, health, government, banking, and IT) were targeted from Bengaluru city of India by adopting the snowball sampling method which was further analyzed using independent sample t-test, regression analysis, and Structural Equation Modelling. The results of the study show the effects of perceived ease of use (β = .434), user engagement (β = .517), and technological factors (β = .662) on social commerce usage (SCU) are studied, which mediates purchase intention (β = .689). These results indicate that SCU is one of the main factors affecting purchase intention (β = .751). This also show that there is significant influence of perceived ease of use, user engagement, and technological factors on social commerce usage that has ultimately led to their purchase intention among working professionals. Based on these findings, it is crucial to perfect social commerce strategies in order to improve consumer’s engagement and encourage purchase behavior.