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Linda Hollebeek
Visiting professor
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The Effect of Consumer Values on Engagement and Behavioral Intent : Moderating Role of Age
Author
Editor
- Rajagopal Behl
- Ramesh Behl
Summary, in English
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.
Publishing year
2022-01-11
Language
English
Pages
263-289
Publication/Series
Palgrave Studies in Democracy, Innovation and Entrepreneurship for Growth
Document type
Book chapter
Publisher
Palgrave Macmillan
Topic
- Business Administration
Keywords
- Behavioral intent
- Consumer engagement
- Fashion brands
- Instrumental
- Terminal
- Values
Status
Published
ISBN/ISSN/Other
- ISSN: 2662-365X
- ISSN: 2662-3641
- ISBN: 978-3-030-79709-6
- ISBN: 978-3-030-79708-9