Digital Innovation and Online Shopping Experience as Drivers of Repurchase Intention in Pakistan’s Fashion Industry

Abstract

This study investigates the mediating effect of brand love on the impact of digital innovation and online purchase experience on repurchase intention in Pakistan’s fashion e-commerce sector. Based on Social Exchange Theory, the research is quantitative with 320 online shoppers in major Pakistani cities surveyed. Structural equation modeling (SEM) and mediation analysis were used to analyze the data. It is found that although the impact of digital innovation (β = 0.32, p < 0.01) and online shopping experience (β = 0.38, p < 0.01) on repurchase intention is significant, the latter has a stronger influence. Both mediate between these relationships and in the end, emotional attachment explains part of how we engender brand love. It shows there’s context – Pakistani consumers are willing to rein in on innovations instead of being in the cool kids table of cutting edge innovation except that they don’t want to compromise with functional reliability (e.g seamless navigation, secure payments). Also, the young demographics (18–24 years) are more responsive to brand's digital features such as AI and AR. The findings here present actionable insights to be brought into the loop of fashion retailers, that these need to be coupled with culturally resonant branding strategies, user friendly technologies that will lead to repeat purchases. It bridges a critical gap in literature by contextualizing digital consumer behavior in an emerging market, and highlighting utilitarian and emotional factors in the matter of sustaining e-commerce growth.

Keywords: Digital Innovation, Online Shopping Experience, Repurchase Intention, Brand Love, Pakistan, Fashion E-Commerce, Social Exchange Theory