ADVANCING SUSTAINABLE E-COMMERCE: AN INTEGRATED E-SERVQUAL AND TPB APPROACH TO ONLINE APPAREL PURCHASE INTENTIONS

Abstract

This study focuses on Chinese consumers' online apparel purchase intentions, aiming to provide strategic recommendations for Chinese apparel companies to promote sustainable growth in the apparel industry. The research innovatively integrates the E-SERVQUAL model with the TPB model, constructing a comprehensive model to thoroughly examine the various factors influencing consumers' intentions to purchase clothings online. Through the E-SERVQUAL model, this study explores how e-commerce platforms’ performance in three core dimensions—website design, reliability, and responsiveness—affects consumers' shopping experience and satisfaction. Additionally, using the TPB theory, the study analyzes how consumers' attitudes toward online clothing purchases and perceived behavioral control jointly influence their purchase intentions. With a sample size of 580 consumers with online shopping experience across mainland China, the statistical analysis was performed with Smart PLS. The study reveals the positive relationships between the variables used to establish specific mechanisms of influence on purchase intentions.