The Factors Affecting Purchasing Behavior toward Fashion Accessories in Online Platforms: an Integrative Research Model

The purpose of this paper is to apply the multidimensional construct of two theories- the theory of consumption value and the information success model, to assess the buying behavior of fashion accessories to enhance the understanding of consumer behavior intentions and explain the formation of the intention to buy fashion accessories in online webpages. The study utilizes a deductive quantitative approach by collating the constructs from previous literature and designing a survey. The data is analyzed by employing factor and regression analysis. The results indicated that functional value, conditional value, and emotional value positively impact purchasing behavior toward fashion accessories from digital platforms.