The Effect of Online Turkish Shoppers’ Perceptions on Purchase Intention in Fashion Industry

This study aims to explain the effect of online shoppers’ perceptions on purchase intention with empirical evidence from the Turkish consumers in the fashion industry. This research is based on adoption theories. The convenience sampling method was used. Data was collected through social media platforms using an online questionnaire. The sample size in this study is 425 respondents who stated that they shopped online from the fashion industry. Confirmatory factor and path analysis were performed by using the Smart PLS. Empirical findings state that the perceived website design has a positive impact on perceived customer service, perceived reliability, perceived privacy, and online purchase intention. Perceived privacy is related positively to perceived customer service and digital purchase intention. Perceived reliability has a positive impact on perceived customer service, and online purchase intention. However, the positive effect of perception of customer service by Turkish online customers on digital purchase intention in the fashion industry is rejected unlike to other studies in this area. Consequently, a few studies have investigated the interrelationships among perception of website design, privacy, reliability, customer service, and their impact on online purchase intention. This study expands the previous studies and combines important decision dimensions that affect customers’ perception of online shopping.