Research Article

Media related determinants of online purchase intention of fashion clothing: Mediating role of consumer commitment

Ibrahim Gondah Male 1 2 , Azizah Omar 2 *
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1 Sa’adu Zungur University, Gadau, Bauchi State, NIGERIA2 School of Management, Universiti Sains Malaysia, 11800, Pulau Penang, MALAYSIA* Corresponding Author
Online Journal of Communication and Media Technologies, 16(1), January 2026, e202607, https://doi.org/10.30935/ojcmt/17867
Published: 04 February 2026
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ABSTRACT

This study sought to examine the media-related determinants influencing online purchase intentions for fashion clothing. The survey approach was employed to gather data from respondents in Nigeria through an online questionnaire. An empirical application utilizing a model based on uses and gratification theory in online clothing shopping is employed to evaluate and compare several methods for estimating a formative second-order component. The model analyses the factors influencing intents to purchase apparel online, utilizing data from a targeted sample of 388 responses. The collected data were examined using structural equation modelling with smart-partial least squares. Certain determinants exhibit a substantial correlation with online purchasing intention. This research enhances the existing literature on online retailers. The researchers have established a significant necessity to comprehend the dynamics of commitment because of its influence on buying intention. Fashion clothes retailers are advised to satisfy specific consumer motivations to enhance commitment. Among the three variables, interactivity emerged as the most significant predictor of consumer commitment in the social media context.
Keywords: social network sites, interactivity, perceived media credibility and online purchase

CITATION (APA)

Male, I. G., & Omar, A. (2026). Media related determinants of online purchase intention of fashion clothing: Mediating role of consumer commitment. Online Journal of Communication and Media Technologies, 16(1), e202607. https://doi.org/10.30935/ojcmt/17867

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