Factors Influencing Clothing Interest and Purchase Intention: a study of Consumers in Generation y from Malaysia and Singapore
Structural Model and Hypotheses Testing
tải về 475.41 Kb. Chế độ xem pdf
|
| Structural Model and Hypotheses Testing
Structural equation modeling (SEM) was used to test the structural model of the present study. According to Hair et al. (2010), SEM is used by researchers to examine the overall fit of the model and to test the relative strengths of the individual causal paths. The structural model were shown to be fit with GFI = 0.918, CFI = 0.912, RMSEA = 0.045, TLI = 0.913, PNFI = 0.714, and χ²/df = 1.855. The results of the causal paths were presented in 13 Table 4. All the hypothesized relationships (H1 to H6) in this study were found to be significant. The results showed that the need for uniqueness, self-concept, brand image, word of mouth, and perceived quality have a significant influence on individual’s clothing, which in turn, have a positive influence on the purchase intention. Display Table 4 here. The two-step procedure suggested by González-Romá, Peiró, and Tordera (2002) was used to examine the moderating effect of price consciousness on the relationship between clothing interest and purchase intention. First, a cluster analysis was conducted to profile the segments according to the level of price consciousness in the data. This was done by segregating the respondents into two groups based on the median value (centroid) of price consciousness. The cluster solution gave rise to two levels: (1) high-price consciousness (the group of respondents with a mean rating higher than the centroid), and (2) low-price consciousness (the group of respondents with a mean rating lower than the centroid). The second step involved a hierarchical regression approach to determine the moderation effect. A moderation effect is deemed to exist if the interaction term gives a significant contribution over and above that of the main-effect model. In other words, moderation exists if the inclusion of the interaction term in the model yields a significant increase in R 2 . As indicated in Table 5, the results of the hierarchical regression analysis indicated that price consciousness moderated the relationship between clothing interest and purchase intention. The addition of the interaction term (step 3) yielded a significant contribution over and above that of the main effect model, which was shown in step 1. R 2 increased from 0.237 to 0.634 (Δ R 2 = 0.397, p < 0.01) upon inclusion of the interaction term (purchase intention x price consciousness). Display Table 5 here. The interaction effect of price consciousness was plotted in a graph as shown in Figure 2. The graph in Figure 2 indicated that the slope of the low price conscious group was steeper than that of the high price conscious group. This means that clothing interest is more strongly associated with purchase intention for the low price conscious group as compared to the high price conscious group. Hence, H7 was also supported by the data. |