Impact of perceived usefulness, stickiness, eWOM on purchase intention for fast fashion e-retailing: a serial mediation model

Purpose This study aims to examine the impact of perceived usefulness (PU) on purchase intention (PI) in online fast fashion retailing and investigates the serial mediating roles of website Stickiness and electronic word-of-mouth (eWOM) in this relationship. Design/methodology/approach A serial mediation framework was applied to analyze the influence of stickiness and eWOM between PU and PI. Data were collected through a structured questionnaire from 428 consumers with prior experience of purchasing fast fashion products online. Partial least squares structural equation modelling was used to test the proposed relationships. Findings The analysis of the study shows partial mediation, indicating that PU influences PI both directly and indirectly. The study reveals that if consumers find the fast fashion brand’s website or app useful, they will stick to it (β = 0.599); this stickiness drives positive eWOM (β = 0.289), which consequently leads to PI (β = 0.126). The serial mediation path is also significant (indirect effect β = 0.368). Practical implications Fast fashion retailers have to focus on creating a positive online presence through useful and informative content, as well as encouraging positive eWOM from satisfied customers. By making their website and online platforms “sticky,” and encouraging eWOM, companies can increase the likelihood that potential customers have positive impressions of the company and are more likely to make a purchase. Originality/value This study examines the link between PU and PI of online fast fashion products and extends previous studies by investigating the serial mediating pathway of stickiness and eWOM in this relationship.