<![CDATA[Online fashion retail is characterized by intense competition, abundant product choices, and increasingly digital consumer decision-making. This study examines the effects of purchase interest, celebrity endorsers, and brand equity on Zalora purchase decisions, with variety seeking positioned as the central mediating mechanism. A quantitative survey was conducted using purposive sampling, involving 71 respondents who had purchased products from Zalora. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that purchase interest, celebrity endorsers, and brand equity significantly influence purchase decisions, whereas variety seeking does not have a significant direct effect. Importantly, variety seeking significantly mediates the effects of purchase interest and celebrity endorsers on purchase decisions, but does not mediate the effect of brand equity. These findings indicate that variety seeking plays a mixed and context-dependent role: it does not independently determine the final purchase decision, but it can transmit the effects of consumer motivation and promotional cues. The study, therefore, contributes to digital consumer behavior research by positioning variety seeking not simply as a direct driver but as a conditional pathway through which selected antecedents translate into online purchase decisions. Managerially, online fashion retailers should strengthen purchase interest, select credible, product-congruent endorsers, build brand equity, and manage product variety as a decision-support tool rather than relying on assortment breadth alone.]]>
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