Digital Consumer Buying Behavior of Raquel Lingerie: Consumer Buying Process and IPO Model

Abstract

This study examines the digital consumer behavior of Raquel Lingerie users by integrating the Consumer Buying Process and the Input–Process–Output (IPO) model. A qualitative approach was employed through semi-structured interviews, with data analyzed thematically using NVivo to explore consumer decision-making in a digital context. The findings indicate that purchase decisions are neither linear nor purely rational. At the input stage, consumers are influenced by emotional triggers, social media exposure, and social cues. The process stage reveals a simultaneous interaction between cognitive evaluation, affective responses, and symbolic interpretation in assessing alternatives and forming trust. The output stage is characterized by satisfaction, emotional attachment, advocacy, and repurchase intention. Overall, the study highlights that digital lingerie consumption is predominantly driven by emotional value, visual aesthetics, and identity congruence rather than functional considerations alone. These findings underscore the importance of consistent and authentic digital communication in fostering brand–consumer relationships and long-term loyalty