A Framework for Defining Fashion Effect in Electronic Commerce Environments

The main purpose of the study is to investigate how different dimensions of consumer perception and consumer attitude may affect behaviour in electronic commerce environments. Consumer behaviour, its antecedents and outcomes, and the relationship between consumer perception, consumer attitudes and fashion effect have been analyzed at a customer level. The results indicated that fashion effect affect consumer's behaviour in electronic commerce environments. The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but more studies are needed. The main contribution of this paper is the completion of an exhaustive analysis of the fashion effect and its antecedents. On one hand, it is a pioneer in the study of the influence of fashion effect on electronic commerce and, on other hand, it confirms results from other researches in the traditional commerce environments.

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