Model of motivational drivers of online purchase intention: Mediating role of consumers commitment
List of Authors
  • Azizah Omar , Ibrahim Gondah Male

Keyword
  • Motivational Drivers, Online Purchase Intention, Consumers Commitment

Abstract
  • Over the years, marketing has substantially developed both as an academic field and as a management activity. Notwithstanding the heightened attention, there is a lack of adequate research on the online purchasing intentions for fashion products. This article aims to develop a model of the motivational drivers that affect consumers' online purchase intentions for fashion products in Nigeria. The study posited a conceptual framework linking motivating drivers to online purchase intentions for fashion products, mediated by consumer commitment. The study employs secondary data to guide the study. The proposed conceptual model is developed as a reflecting formative type II construct. Prospective researchers are urged to undertake empirical investigations grounded in the conceptual framework presented in this study. The limitations identified in this study will stimulate debates regarding the need to improve comprehension of the drivers influencing online purchase intentions for fashion products. The study will contribute to the existing literature by identifying the drivers influencing online fashion product purchases.

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