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Analysis of Social, Visual, and Technological Antecedents of Clothing Purchase Intention in Mobile Commerce with Emphasis on Users' Web Browsing
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Maryam Kalantari   , Leila Kalantari * , Morteza Ahmadi |
| MA, Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran |
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Abstract: (15 Views) |
| The aim of this research is to analyze the social, visual, and technological antecedents of clothing purchase intention in mobile commerce, with emphasis on the web browsing of social media users. The present study is applied in terms of purpose and descriptive-analytical in terms of method, conducted via a survey method with a causal approach. The statistical population of the research consists of social media users who purchase their required clothing through the Instagram platform. The statistical sample size was 384 individuals, selected using the Cochran formula through simple random sampling. The data collection instrument was a standard questionnaire. Descriptive and inferential statistics were used to analyze the data; descriptive analyses were conducted using SPSS version 21, and inferential analyses and hypothesis testing were performed through structural equation modeling using LISREL 8.8 software. The results of path analysis showed that hedonic web browsing and utilitarian web browsing have a positive and significant effect on clothing purchase intention in mobile commerce. Furthermore, interpersonal influence, visual appeal, and portability have a significant effect on hedonic web browsing and utilitarian web browsing in the context of mobile clothing commerce. |
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| Keywords: Purchase intention, mobile commerce, visual appeal, portability, users' web browsing. |
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Full-Text [PDF 673 kb]
(5 Downloads)
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Review: Research |
Subject:
Business Administration
Received: 2026/11/6 | Accepted: 2026/08/21 | Published: 2026/08/21
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