["Journal of Consumer Behaviour, EarlyView. ", "\nABSTRACT\nThe expansion of e‐commerce in the fashion sector has prompted exploration of the factors influencing the intention to purchase through this channel. Drawing on the theory of consumption values, this research examines how the usability of e‐commerce (functional value), together with satisfaction (epistemic value) and consumer happiness (emotional value), impacts the purchase intentions of online fashion consumers. To do so, a mixed methodology has been proposed. First, a survey (471) was conducted, and a structural equation model was developed to analyze the relationships among these concepts. Second, an in‐depth interview (18) has been proposed with e‐commerce experts. The results obtained demonstrate the connection between these variables and the degree of influence of each one on the consumer's purchase intention. The research reveals significant findings on consumer behavior. On the one hand, the importance of usability in purchasing intention. On the other hand, the crucial role of the emotional component in the purchasing process underlines satisfaction and happiness as key emotions for the success of an online business.\n"]