Factors Influence Online Customers’ Purchase Intention on Luxury Fashion through Customer Engagement

Nowadays, e-commerce and social media communication are primary marketing tools to enhance customer shopping experience, especially in the luxury fashion industry. This article aims to study the direct and indirect relationship between the determinants (Product Information, Interaction, Social Media Communication in terms of User Generated Content and Firm Created Content) and online customers' purchase intention towards luxury fashion through customer engagement. Data from 167 samples are collected and analyzed via an online survey using the partial least square methodology. The findings showed that product information and firm-created content have a significant relationship with customer engagement, and customer engagement showed a substantial relationship with online customers' purchase intention. In contrast, interaction and user-generated content have insignificant effects on customer engagement. It is also proposed that customer engagement significantly mediates the effects of product information and user-generated content on online customers' purchase intention of luxury fashion. The findings have significant implications for the luxury fashion industry's provision of efficient and effective digital marketing based on the needs of online customers.