The Effect of Consumer Values on Engagement and Behavioral Intent: Moderating Role of Age

The rise of online brand communities has transformed consumer/brand interactions, thus affecting consumer engagement and its nomological network. However, scholarly understanding regarding the effect of consumer values on their online engagement remains tenuous. Addressing this gap, we conceptualize a model that attempts to understand the relative effect of consumers’ values (terminal and instrumental) on their ensuing engagement and behavioral intent for online fashion brands. To test the conceptual model, we used structural equation modelling. The findings reveal that consumers’ terminal/instrumental values affect their engagement, which in turn influences their behavioral intent to purchase fashion apparels online. In addition, consumer engagement partially mediates the association of consumers’ terminal/instrumental values and their behavioral intent. Instrumental (vs. terminal) values were found to exert a larger effect on consumer engagement and behavioral intents and consumer age moderates the relationship. We conclude by deliberating notable implications for fashion portals that ascend from our research.