Clothing brand purchase intention through SNS
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Altres documents de l'autoria: Pujadas, Jordi; Palau-Saumell, Ramon; Forgas-Coll, Santiago; Sánchez-García, Javier
Metadades
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INVESTIGACIONMetadades
Títol
Clothing brand purchase intention through SNSData de publicació
2019Editor
EmeraldISSN
1468-4527Cita bibliogràfica
Jordi Pujadas-Hostench, Ramon Palau-Saumell, Santiago Forgas-Coll, Javier Sánchez-García, (2019) "Clothing brand purchase intention through SNS", Online Information Review, https://doi.org/10.1108/OIR-02-2017-0042Tipus de document
info:eu-repo/semantics/articleVersió de l'editorial
https://www.emeraldinsight.com/doi/full/10.1108/OIR-02-2017-0042Versió
info:eu-repo/semantics/acceptedVersionParaules clau / Matèries
Resum
Purpose – The purpose of this paper is to investigate the intention to purchase products through clothing
brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theor ... [+]
Purpose – The purpose of this paper is to investigate the intention to purchase products through clothing
brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory
(U&G), and the moderating effects of self-image congruity (SIC).
Design/methodology/approach – Data were collected from 1,003 followers of their favorite clothing
brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM
analysis. The models were estimated from the matrices of variances and covariances by the maximum
likelihood procedure using EQS 6.1.
Findings – The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and
U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions.
Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and
between SNS intentions and SNS use.
Practical implications – This research can help clothing brands understand the need to generate brand
beliefs, and to develop contents or events to help accomplish the transition from use to purchase.
Originality/value – This research contributes to the literature by providing a better understanding of
intention to use and purchase intention through clothing brands’ SNS pages. [-]
Publicat a
Online Information Review, 2019Drets d'accés
© Emerald Publishing Limited 2019
Published by Emerald Publishing Limited
Licensed re-use rights only
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
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