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AbstractThis study seeks to understand the specific factors on social media that help drive the intention to purchase fashion‐related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

The main objective of this work is to analyze the attitudes and purchase intentions of low-income consumers with internet access in relation to electronic commerce, by examining their beliefs, motives, and underlying objections and, as a result, their purchase intentions. This exploratory study is qualitative in nature. Data was collected through semi-structured interviews with Brazilian low-income consumers. The study indicates that low-income shoppers have an overall negative attitude towards e-commerce and found three variables that are known to be affecting low-income shoppers' attitudes towards the internet, namely: distrust regarding stores policies; negative feelings about e-commerce; and the need for peer approval. This study contributes to the field by applying the traditional ABC Attitude model to analyze online consumption in Brazil. It also furthers our understanding of the variables present in each of the three components of the ABC Attitude model (Affect, Behavior and Cognition) and has detected new variables that emerged from the field research and presents justification and support for them found in the literature by examining what affects these attitudes towards the online market.

Technological developments and pandemic conditions that limit people's movement have triggered an increase in the use of online shopping platforms. Therefore, it is necessary to analyze in more depth the factors that increase online purchase intention. This study aims to analyze the effect of website quality on EWOM and the effect of EWOM and receiver perspective on consumer satisfaction and brand image. An analysis was also conducted on the influence of satisfaction and brand image on online purchase intention. This research is a quantitative study using primary data from distributing questionnaires to 250 online shopping platform consumers. The data in this study were then analyzed using the SEM (Structural Equation Model) method with AMOS 24 software. The results of this study indicate that website quality has a significant effect on EWOM. Furthermore, the receiver perspective and EWOM have a significant effect on consumer satisfaction and brand image. Consumer satisfaction and brand image have a significant effect on online purchase intention.