Abstract:
This research investigates the factors influencing purchase intentions within Sri Lanka's online clothing industry, specifically examining the roles of Instagram Electronic Word-of-Mouth (E-WOM), Brand Attitude, and Product Knowledge, alongside the mediating effect of Brand Image. Recognizing Instagram's significant influence on fashion discovery and consumer decisions, particularly within Sri Lanka's growing social media landscape, this study aims to unravel the relationships between these variables in this specific market. Addressing identified gaps in the existing literature, including the underexplored influence of Instagram E-WOM, the mediating role of Brand Image, and the interaction effects of Product Knowledge, this research focuses on Instagram users in Sri Lanka who have engaged with online clothing brands on the platform within the past six months. The findings offer valuable insights into consumer behaviour within Sri Lanka's evolving digital environment, with implications for both local and international businesses operating in this sector.
Quantitative analysis using SPSS version 29 showed positive relationships between Instagram E-WOM, Brand Attitude, Product Knowledge, and Purchase Intentions. Brand Image significantly mediated these relationships. Direct and indirect effects were examined via correlation, regression, and the Sobel test, highlighting their influence on online clothing purchase decisions in Sri Lanka.
