Factors Influencing Clothing Interest and Purchase Intention: a study of Consumers in Generation y from Malaysia and Singapore
Literature Review and Hypotheses Development
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| Literature Review and Hypotheses Development
Factors that influence Clothing Interest Clothing interest is defined as an individual’s “attitude and beliefs about clothing, the knowledge of and attention paid to their clothing, and the concern and curiosity a person has about his/her clothing and that of others” (Gurel 1974, 12). Clothing interest among individuals can be shown by their practices in terms of the degree to which they use clothing in an experimental manner; the amount of energy, time, and money that they willing to sacrifice on clothing, and their awareness of new fashion (Gurel 1974; Kaiser 1997; Lukavsky, Butler, and Harden 1995). In other words, how much an individual is interested in clothing depends upon his/her beliefs, attitudes, knowledge, attention, and curiosity about clothing. Furthermore, clothing serves as a communication tool to project an individual’s image that is socially desirable (Kamenidou, Mylonakis, and Nikolouli 2007; Kumar et al. 2009). Consumers’ clothing interest is of great interest to the producers and retailers in the fashion industry. These industry players are eager to know what would create interest among the consumers in buying certain type of clothing (Zeb, Rashid, and Javeed 2011). 5 Need for Uniqueness and Clothing Interest The word “unique” means “the only one of a particular type” (Dictionary.com, 2014). Generally, individuals are motivated to maintain a sense of uniqueness within selves and want to project that unique self onto others (Snyder and Fromkin 1980). Those who have a higher need for uniqueness tend to have a higher desire of dissimilarity from others (Lynn and Harris 1997). Need for uniqueness has become a universal personality for the youth group of consumers as they have higher tendency in craving for uniqueness at some point in their lives (Bao and Shao 2002). It was further argued that uniqueness of the products (i.e. clothing) can create the “cool” and “wow” effect for the youth group of consumers. Past studies have reported that those consumers with a high need for uniqueness tend to have a high interest in new products and brands; and they constantly look out for self- differentiating and non-out-of-date goods (Tian, Bearden, and Hunter 2001; Tian and Mckenzie 2001). Consumers who want to be different from others almost always use clothing products to display their unique selves and social image (Kumar et al. 2009; Vikkraman and Sumathi 2012; Workman and Kidd 2000). In their study on 411 undergraduate respondents in India, Kumar et al. (2009) found that the higher the level of students’ need for uniqueness, the higher the level of their interest on clothing. This finding is in consistent with the argument that clothing selection is a uniqueness-seeking behavior (Workman and Kidd, 2000). Accordingly, the following hypothesis was formed: H1: Need for uniqueness has a positive relationship with clothing interest. tải về 475.41 Kb. Chia sẻ với bạn bè của bạn:
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