EXPLORING THE INFLUENCE OF E-STORE IMAGE ON CONSUMER SEARCH INTENTIONS: A SUSTAINABLE MARKETING PERSPECTIVE

Abstract

This study investigates the dimensions of e-store image information quality, atmosphere, and convenience impact on Generation Z consumers search intentions in online clothing retail, with search attitude examined as a mediating variable. Drawing on the Theory of Reasoned Action (TRA), a conceptual framework was developed and tested using data from 342 Gen Z consumers in Sri Lanka's Central Province. Quantitative methods, including correlation, regression, and structural equation modelling (SEM), were employed to assess both direct and indirect effects. The findings show that search intention is considerably and favourably influenced by all three aspects of an e-store's image. Of these, atmosphere has the most impact, followed by convenience and the quality of the information. Furthermore, it was discovered that search attitude somewhat mediates the impacts of information and atmosphere and totally mediates the association between convenience and search intention. These results highlight how crucial it is to provide an engaging and easy-to-use online environment to influence favourable customer perceptions and boost search engagement. The study has useful ramifications for online retailers: Gen Z-specific tactics like immersive content and expert design can increase engagement, while improving the online environment with uniform aesthetics and interactive design can improve the user experience. The study offers a comprehensive understanding of e-store influence in digital retail by integrating search and attitudinal aspects of online decision-making. Geographical and product-specific scope, as well as unmet consumer categories that do not develop strong e-store perceptions, are some of the limitations. Future studies should look at cross-cultural validity, the variations between desktop and mobile experiences, and the effects of visual design on behaviour using experimental tools like eye-tracking. The study's overall findings emphasise how important e-store image is in shaping sustainable customer search behaviour in a cutthroat online market.