Understanding social, local and mobile (SoLoMo) commerce in fashion retailing using SOR framework

Purpose This study investigates the interrelationship between lifestyle characteristics, perceived utilitarian value, hedonic value and shopping intention among SoLoMo (Social, Local, Mobile) fashion consumers. By adopting the SOR framework, this research aims to understand how businesses in the fashion industry implement the SoLoMo concept in their marketing strategies. Design/methodology/approach The empirical validation of the framework is based on quantitative data collected from 352 SoLoMo fashion consumers. Structural equation modeling (SEM) using SMART-PLS version 4 is employed for statistical testing and analysis. Findings The study’s findings indicate a strong connection between information, Brand Prestige and social interaction with both utilitarian and hedonic values among SoLoMo fashion consumers. This underscores the need for retailers to create enjoyable and emotionally satisfying shopping experiences that positively influence the SoLoMo purchase behavior of fashion consumers. By recognizing and addressing the unique value preferences of these consumers, retailers can effectively use SoLoMo channels to enhance customer engagement and boost sales. Research limitations/implications The study’s findings offer strategic insights for online retailers aiming to enhance the customer shopping journey through the SoLoMo channels. The results highlight the importance of providing reliable information and suggest that retailers should position their platforms as trustworthy sources to reduce customer confusion. Additionally, personalized notifications and recommendations tailored to individual fashion preferences and interests are recommended to meet customers’ specific needs. Originality/value The originality of the study lies in the exploration of SoLoMo channels to leverage the shopping experience for fashion consumers in typical. The practical insights for the fashion retailers and advancement of SOR in fashion retailing are some critical extensions of the study.