The effect of consumer attitude on purchase intention in Shein among the undergraduate students of De La Salle University - Manila: Meditating roles of trust, perceived benefits, and web quality

• Main Authors: Gozun, John Christopher M., Huang, Jing Yi, Masong, Janina Richa R., Umali, Carmelo Inigo R.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Consumer behavior; Teleshopping; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/59; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1111/viewcontent/The_Effect_of_Consumer_Attitude_on_Purchase_Intention_in_Shein_am2_Redacted.pdf
• Institution: De La Salle University

With the advent of e-commerce brought by the pandemic restrictions, the study aims to identify and understand the attitude of undergraduate students towards their purchase intentions towards Shein, an online fast fashion retailer. It would also like to identify how trust, perceived benefits, and web quality mediates the relationship between consumer attitude and purchase intention. To gather data, the researchers utilized Google Forms to ask 159 respondents, which consisted of undergraduate students in De La Salle University – Manila. To test the hypotheses of the study, descriptive statistics, regression analysis and mediation analysis were utilized. The effect of the independent variable towards the mediating variables were also tested to determine their relationship from one another. The aforementioned was also done towards the mediating variables towards the dependent variable. From the analysis conducted, it was determined that consumer attitude has an effect towards purchase intention. Moreover, it was also determined through the study that trust, perceived benefits, and web quality plays a mediating role between the effect of consumer attitude towards purchasing intention. It was also observed that the variables of the study had good perception on each variable of the study, excluding trust which is something that they must work on. The researchers recommends that SHEIN (a) must continually try on identifying the current attitude of its consumers, (b) could hire influencers and ambassadors from famous local and international celebrities and vloggers for advertising purpose, and (c) take advantage of the high purchase intention of consumers by incorporating more value and security towards the usage of their platform.