Exploring the effects of social commerce on consumers’ browsing motivations and purchase intentions in the UK fashion industry

This chapter explores the effects of social commerce (s-commerce) on consumers’ browsing motivations and purchase intentions in the UK’s fast fashion industry. The chapter establishes that informational support has the biggest influence on browsing motivations amongst fast fashion consumers in the UK, and the support from other members of an online community has the most significant effect on purchase intention. The chapter recommends that fast fashion online retailers should embrace s-commerce to create and maintain good relationships with consumers, as a way of gaining their loyalty and trust. Additionally, they should provide meaningful and useful content on their s-commerce channel as, no matter how visually appealing a website is, it still needs to provide information that helps consumers in their purchasing decisions.