How multisensory perception promotes purchase intent in the context of clothing e-customisation

Area of Science:

• Marketing
• Consumer Behavior
• Psychology

Background:

• Growing consumer demand for online product customization.
• E-customization in fashion marketing requires understanding consumer perception.
• Multisensory perception's role in online purchasing is under-explored.

Purpose of the Study:

• To investigate the relationship between multisensory perception and purchase intent in fashion e-customization.
• To develop a conceptual framework linking multisensory perception, emotions, and purchase intent.
• To analyze the impact of visual, haptic, and auditory stimuli on consumer emotions and buying behavior.

Main Methods:

• Quantitative study with 398 participants.
• Data collected via questionnaires.
• Analysis using factor, correlation, and regression analyses.

Main Results:

• Visual perception and haptic imagery positively influence arousal and dominance.
• Arousal and dominance mediate the relationship between multisensory perception and purchase intent.
• Multisensory perception significantly impacts consumer emotions and purchase intent in fashion e-customization.

Conclusions:

• Managers can leverage multisensory perception in fashion e-customization marketing strategies.
• Enhancing visual and haptic experiences can increase positive emotions and purchase intent.
• Multisensory marketing is a key driver of consumer behavior in online fashion retail.