Effect of Offline Shopping Experience on Clothing Network Purchase Intention under the Influence of New Media

Online shopping is becoming increasingly popular, but limited research has explored the emerging shopping approach of offline experience combined with online purchase. The aim of this study is to explore the influential factors in the "offline experience combined with online purchase" process. A total of 375 valid samples were collected. Multiple regression and component analysis were adopted to analyse the valid data. The results of the study were as follows: (a) offline shopping experience has a partially significant effect on online purchase intention, perceived usefulness (PU), perceived ease of use (PEOU), and satisfaction; (b) PU and PEOU have a significant positive effect on satisfaction and purchase intention; (c) satisfaction has a significant positive effect on online purchase intention. In addition, PU, PEOU, and satisfaction mediate the relationship between offline shopping experience and online purchase intention, respectively. Price perception and online comments moderated the relationship between satisfaction and purchase intention. The findings of this study contribute to the theories of the Stimulus-Organism-Response (S-O-R) model and shopping experience. It also contributes to fashion marketing strategies in both online and offline shopping.