Abstract

Purpose: This study examines the factors influencing the purchase intention of local fashion brands in social commerce as online distribution channels. Recognizing the transformative impact of social media platforms on consumer-brand interactions, this research aims to identify key drivers of online purchasing behavior. Research design, data, and methodology: A quantitative approach was employed, utilizing a survey of 470 respondents from Vietnam with prior experience in online fashion purchases. Structural Equation Modeling (SEM) was performed using SPSS 20 and AMOS 24.0 to analyze the collected data and test the hypothesized relationships within a developing market context. Results: The findings reveal that purchase intention is significantly influenced by various factors, including information richness, interactivity, and electronic word of mouth (eWOM) characteristics such as quality, credibility, quantity, usefulness, and adoption. Additionally, online brand familiarity and experience positively impacted purchase intention. Conclusions: This research provides valuable managerial insights for local fashion brands seeking to optimize their social media marketing strategies in competitive digital markets, emphasizing the importance of consumer engagement and effective information sharing in strengthening online distribution channels.