Does Consumer Ethnocentrism Affect Purchase Intentions Of Chinese Consumers? Mediating Effect Of Brand Sensitivity And Moderating Effect Of Product Cues

2008 ◽  
Vol 3 (1) ◽  
pp. 54-66 ◽  
Author(s):  
Yujie Wei
Keyword(s):  
Purchase Intentions ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Chinese Consumers ◽  
Consumer Ethnocentrism ◽  
Brand Sensitivity

scholarly journals Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

2021 ◽  
Vol 13 (11) ◽  
pp. 6336
Author(s):  
Ha-Lim Rhee ◽  
Kyu-Hye Lee
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Negative Influence ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Product Involvement ◽  
Brand Advocacy ◽  
The Relationship ◽  
Positive Effect

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

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