Clothing brand purchase intention through SNS

Jordi Pujadas-Hostench, Ramon Palau-Saumell, Santiago Forgas-Coll, Javier Sánchez-García

Research output: Indexed journal article Articlepeer-review

12 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)867-892
Number of pages26
JournalOnline Information Review
Volume43
Issue number5
DOIs
Publication statusPublished - 3 Sept 2019

Keywords

  • Purchase intentions
  • Self-image congruity
  • Social network sites
  • Theory of planned behaviour
  • Uses and gratifications

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