Study on Factors Affecting Purchase Intention of Fashion Clothes Advertised on Social Media Platforms

Abstract

With the evolution of the digital world, social media has become a key player in the online fashion industry. This study on factors influencing purchase intention for fashion clothing through social media focused on how factors such as price, brand reputation, product quality, design variety, brand image, customer reviews, delivery time, return policy, and delivery quality impact purchasing decisions. A questionnaire featuring a five-point Likert scale was used to gather data. Using simple random sampling, 203 responses were collected within Sri Lanka. The importance of each factor was analysedby calculating the means from the Likert scale responses in MATLAB (R2018a). According to the Likert scale interpretation for a five-point scale, with (4.21–5.00) considered very important: price (4.66), product quality (4.79), delivery quality (4.59), variety of designs (4.23), customer reviews (4.43), delivery time (4.24), and return policy (4.28). Other factors, such as brand reputation (4.01) and brand image (3.63), fell within the important range (3.41–4.20). Overall satisfaction with online shopping (3.43) alsofalls within this range. Therefore, this study concludes that apparel businesses should focus their marketing strategies on these key factors via social media to improve customer engagement and increase sales.