22
Table 3. Discriminant Validity for the Measurement Model
AVE
1
2
3
4
5
6
7
8
Brand Image
0.652
0.807
a
Word of Mouth
0.643
0.490
b
0.801
Self-concept
0.576
0.247
0.024
0.789
Perceived Quality
0.602
0.436
0.433
0.087
0.776
Need for Uniqueness
0.541
0.423
0.389
0.091
0.081
0.736
Clothing Interest
0.613
0.455
0.217
0.171
0.188
0.232
0.783
Price Consciousness
0.597
0.324
0.254
0.183
0.171
0.297
0.312
0.773
Purchase Intention
0.685
0.241
0.300
0.192
0.157
0.651
0.212
0.189
0.823
Notes:
AVE= average variance extracted,
a
The diagonal entries (in bold and italics) represent the
squared root average variance extracted by the construct,
b
The off-diagonal entries represent
the variance shared between constructs.
Table 4. Results of the Path Analysis
S.E
C.R
P Value
H1: Need for Uniqueness Clothing Interest
0.243
3.547
0.000
H2: Self-Concept Clothing Interest
0.264
2.887
0.004
H3: Brand ImageClothing Interest
0.382
5.345
0.000
H4: Word of Mouth Clothing Interest
0.352
6.101
0.000
H5: Perceived Quality Clothing Interest
0.212
2.781
0.005
H6: Clothing Interest Purchase Intention
0.455
3.155
0.000
Notes: S.E= Standardized Estimate, C.R= Critical Ratio
Table 5. Moderating Effect
of Price Consciousness
Dependent Variables
Step 1
Step 2
Step 3
Purchase Intention
0.486**
0.512**
0.651**
Price Consciousness
0.279**
0.240*
Interaction (purchase intention x
price consciousness)
0.191**
R
2
0.237
0.602
0.634
∆ R
2
0.365
0.032
Notes: Independent Variable= Clothing Interest, **Significant at 99%
level, *Significant at 95% level.
23
Figure 1. Research Model
Figure 2. The Moderation Effect of Price Conciousness on the
Relationship
between Clothing Interest and Purchase Intention
Note:
This article has been published in The International Review of Retail, Distribution and
Consumer Research (Taylor & Francis).
Low
Low
Medium
High
High Price Consciousness
Low Price Consciousness
Pu
rc
h
ase
In
tent
io
n
Clothing Interest
Medium
High
H6 (+)
H2 (+)
H3 (+)
H4 (+)
Need for Uniqueness
Self-Concept
Brand Image
Perceived Quality
Clothing
Interest
Word of Mouth
Price
Consciousness
Purchase
Intention
H5 (+)
H1 (+)
H7