Cognition in Fashion E-Commerce and Sustainability Design

Abstract

The rapid expansion of the e-commerce landscape requires companies to understand the mechanism through which the purchase intention of customers could translate into their favourable experiential outcomes. As such, the present study aims to extensively investigate the mediating role of perceived service quality (PSQ) in the relationship between online shopping intention (OSI) and customer experience (CX) in the context of online fashion retailing. A quantitative study was conducted, collecting the data from 467 online fashion shoppers to test the proposed research model using Structural Equation Modelling (SEM).  The results revealed that OSI positively influences PSQ and CX, and that PSQ, in turn, significantly enhances CX. Furthermore, PSQ fully mediates the relationship between OSI and CX. The findings of the study theoretically revealed reconceptualizing service quality as an experiential mechanism rather than merely an antecedent of satisfaction. Therefore, the managers and e-retailers should prioritize reliable service delivery, transparent communication, personalization, and seamless return processes to enhance customer experience and foster long-term engagement.