Purpose

The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.

Design/methodology/approach

We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.

Findings

The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.

Originality/value

This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.

中文翻译：

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探索新兴时尚市场中的消费者网络行为：综合方法和即将进行的研究

目的

该研究的目的是探索时尚行业多渠道背景下情感承诺 (AC) 消费者赋权对网络浏览行为 (WB) 的作用，其中包括中介（态度 [ATT]）和调节（产品参与 [PT]）影响。我们使用刺激-有机体-反应理论作为理论基础。

设计/方法论/途径

我们通过便利抽样方法收集了近期购买时尚产品的时尚消费者的 307 条回复，并利用结构方程模型和 PROCESS 宏对数据进行了分析。

发现

结果表明，AC 和消费者赋权对消费者态度及其 WB 有显着影响。同样，消费者态度在 AC、消费者赋权和 WB 之间具有正向中介关系。PI 显着调节了 AC、消费者赋权与态度以及态度与 WB 之间的关系。

原创性/价值

这项研究是同类新研究成果之一，探讨了 AC 和消费者赋权对 WB 在时尚行业中的作用。本研究通过分析时尚行业多渠道背景下快速增长的 WB 现象，为日益增长的时尚营销文献做出了贡献。