The Effect of Consumer Values on Engagement and Behavioral Intent : Moderating Role of Age
(2022) In Palgrave Studies in Democracy, Innovation and Entrepreneurship for Growth p.263-289- Abstract
The rise of online brand communities has transformed consumer/brand interactions, thus affecting consumer engagement and its nomological network. However, scholarly understanding regarding the effect of consumer values on their online engagement remains tenuous. Addressing this gap, we conceptualize a model that attempts to understand the relative effect of consumers’ values (terminal and instrumental) on their ensuing engagement and behavioral intent for online fashion brands. To test the conceptual model, we used structural equation modelling. The findings reveal that consumers’ terminal/instrumental values affect their engagement, which in turn influences their behavioral intent to purchase fashion apparels online. In addition,... (More)
The rise of online brand communities has transformed consumer/brand interactions, thus affecting consumer engagement and its nomological network. However, scholarly understanding regarding the effect of consumer values on their online engagement remains tenuous. Addressing this gap, we conceptualize a model that attempts to understand the relative effect of consumers’ values (terminal and instrumental) on their ensuing engagement and behavioral intent for online fashion brands. To test the conceptual model, we used structural equation modelling. The findings reveal that consumers’ terminal/instrumental values affect their engagement, which in turn influences their behavioral intent to purchase fashion apparels online. In addition, consumer engagement partially mediates the association of consumers’ terminal/instrumental values and their behavioral intent. Instrumental (vs. terminal) values were found to exert a larger effect on consumer engagement and behavioral intents and consumer age moderates the relationship. We conclude by deliberating notable implications for fashion portals that ascend from our research.
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- author
- Kautish, Pradeep ; Hollebeek, Linda D. LU ; Khare, Arpita and Rather, Raouf Ahmed
- publishing date
- 2022-01-11
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- subject
- keywords
- Behavioral intent, Consumer engagement, Fashion brands, Instrumental, Terminal, Values
- host publication
- Managing Disruptions in Business : Causes, Conflicts, and Control - Causes, Conflicts, and Control
- series title
- Palgrave Studies in Democracy, Innovation and Entrepreneurship for Growth
- editor
- Behl, Rajagopal and Behl, Ramesh
- pages
- 27 pages
- publisher
- Palgrave Macmillan
- external identifiers
-
- scopus:85124023864
- ISSN
- 2662-3641
- 2662-365X
- ISBN
- 978-3-030-79709-6
- 978-3-030-79708-9
- DOI
- 10.1007/978-3-030-79709-6_14
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
- id
- 619b5737-eec4-4d94-b037-dd571accd21e
- date added to LUP
- 2023-02-21 13:10:30
- date last changed
- 2024-08-09 22:13:04
@inbook{619b5737-eec4-4d94-b037-dd571accd21e,
abstract = {{<p>The rise of online brand communities has transformed consumer/brand interactions, thus affecting consumer engagement and its nomological network. However, scholarly understanding regarding the effect of consumer values on their online engagement remains tenuous. Addressing this gap, we conceptualize a model that attempts to understand the relative effect of consumers’ values (terminal and instrumental) on their ensuing engagement and behavioral intent for online fashion brands. To test the conceptual model, we used structural equation modelling. The findings reveal that consumers’ terminal/instrumental values affect their engagement, which in turn influences their behavioral intent to purchase fashion apparels online. In addition, consumer engagement partially mediates the association of consumers’ terminal/instrumental values and their behavioral intent. Instrumental (vs. terminal) values were found to exert a larger effect on consumer engagement and behavioral intents and consumer age moderates the relationship. We conclude by deliberating notable implications for fashion portals that ascend from our research.</p>}},
author = {{Kautish, Pradeep and Hollebeek, Linda D. and Khare, Arpita and Rather, Raouf Ahmed}},
booktitle = {{Managing Disruptions in Business : Causes, Conflicts, and Control}},
editor = {{Behl, Rajagopal and Behl, Ramesh}},
isbn = {{978-3-030-79709-6}},
issn = {{2662-3641}},
keywords = {{Behavioral intent; Consumer engagement; Fashion brands; Instrumental; Terminal; Values}},
language = {{eng}},
month = {{01}},
pages = {{263--289}},
publisher = {{Palgrave Macmillan}},
series = {{Palgrave Studies in Democracy, Innovation and Entrepreneurship for Growth}},
title = {{The Effect of Consumer Values on Engagement and Behavioral Intent : Moderating Role of Age}},
url = {{http://dx.doi.org/10.1007/978-3-030-79709-6_14}},
doi = {{10.1007/978-3-030-79709-6_14}},
year = {{2022}},
}