Role of Trust, Perceived Risk in the Context of Brand Engagement, Perceived Security, Fashion Innovation, and Social Motivation on Online Shopping

Abstract

This paper contributes to the volume of existing literature on online shopping behavior with a focus on apparel. Thereafter, it identifies the following key drivers of online purchases of clothing: brand engagement, perceived security, perceived value, customer satisfaction, and fashion trends. These factors are important in understanding how consumers would behave in an online purchase setting and thus form a significant part of the literature. Besides, the study investigates how trust and efficiency in terms of time and cost decrease the perceived value-a very important factor within information and communication technology research studies. The perceived value has been considered one of the major driving forces of e-commerce decisions, which involves online purchasing behavior. It also investigates the effect of trust in online transactions on consumers' purchase intentions; there is a need to understand those elements that build up trust, especially in the fashion industry.