Abstract

CAVAZOS-ARROYO, Judith; MAYNEZ-GUADERRAMA, Aurora  and  VARGAS-SALGADO, María Marisela. Satisfaction with online clothing shopping:an analysis of its antecedents. Retos [online]. 2024, vol.14, n.27, pp.35-50. ISSN 1390-8618.

Companies that understand which variables drive customer satisfaction can establish stronger metrics and refine their strategies. Currently, there is an exponential growth in fashion shopping through digital platforms. Our research assesses if fast fashion and slow fashion orientation, environmental awareness, and product, emotional, and website experiences have an effect on satisfaction with online shopping. Moreover, the importance and performance of experiences on satisfaction is analyzed. Statistical techniques used are a structural equation model based on partial least squares and an importance-performance matrix. The research design was quantitative, explanatory, and cross-sectional, conducted in the northern border of Mexico and applied to 539 clothing shoppers on web platforms or digital applications. The results show that only the slow fashion orientation influences environmental awareness, unlike the fast fashion orientation that does not have an effect on it, environmental awareness has a positive impact on the three types of experience, and they favorably impact satisfaction with the purchase of clothing online. The importance-performance matrix revealed that the website/app experience is the most relevant factor for online satisfaction. In conclusion, satisfaction with online shopping is highly dependent on the website experience.

Keywords : satisfaction; fashion; awareness; environment; sustainability; experience; online; customer.

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