Buying Behavior in Digital Fashion Retail: Examining Mediation by Attitudinal Loyalty and Moderation by Self-Control Between Online Experience, Influencer Traits, and Purchase Decisions
Keywords:
Online Shopping Experience, Social Media Influencer Traits, Attitudinal Loyalty, Self-Control, Buying BehaviorAbstract
Introduction/Main Objectives: This paper examines how online shopping experience and social media influencer traits jointly influence buying behavior in digital fashion retail, with attitudinal loyalty as a mediator and self-control as a moderator.
Background Problems: The fragmented understanding of how online shopping experience and social media influencer traits jointly shape buying behavior in digital fashion retail, particularly the unclear roles of attitudinal loyalty as a mediator and self-control as a moderator
Novelty: This paper integrating online shopping experience and social media influencer traits into a unified model that simultaneously tests attitudinal loyalty as a mediator and self-control as a moderator in shaping buying behavior within digital fashion retail—a configuration not previously examined in emerging-market contexts.
Research Methods: This study employed a quantitative cross-sectional survey of 300 active consumers of Rimini Fashion Store who had purchased via digital platforms (e.g., Instagram Shop, Shopee, or the official website) within the past six months. A non-probability convenience sampling technique was used. The questionnaire utilized validated scales, all measured on a 5-point Likert scale. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0
Finding/Results: Online shopping experience strongly enhances attitudinal loyalty (β = 0.610, p < 0.001) but does not translate into buying behavior (β = –0.009, p = 0.883); in contrast, social media influencer traits directly and positively predict purchases (β = 0.120, p = 0.014), while self-control unexpectedly strengthens—rather than weakens—the loyalty–behavior link (β = 0.137, p = 0.008). These results indicate that digital fashion purchases are driven more by immediate influencer cues and deliberate self-regulated loyalty than by emotional attachment alone.
Conclusion: Digital fashion brands should prioritize authentic influencer partnerships and design experiences that align with consumers’ self-regulatory capacities, rather than relying solely on emotional engagement to drive sales.
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