Factors Influencing Clothing Interest and Purchase Intention: a study of Consumers in Generation y from Malaysia and Singapore
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Display Figure 1 here. Research Methodology Measurements and Questionnaire Development Survey questionnaire was used to collect data for the purpose of this study. The measurement scales used to operationalize the variables in this study were adapted from the existing literature. Need for uniqueness in this study was measured using five items scale by Tian et al. (2001), which indicate an individual’s consumption of unique, rare clothes and brands. Self-concept measures individual’s overall perception of his/her self based on the scale by Alfonso, Allison, Rader and Gorman (1996). The scale for brand image was adopted from Hsieh and Li (2008), which measures respondent’s perception on whether a clothing brand possesses symbolic meanings, possesses practical functions, and will provide customers with positive experience. As for word of mouth, the construct was operationalized using the five items scale developed by O'Cass and Grace (2004). Word of mouth reflects the influence of family/friends on one’s evaluation, decision making, understanding, attitude, and idea on clothing. Dodds, Kent, and Grewal’s (1991) scale was adopted to measure perceived 10 quality, which measures respondents’ perceived durability, reliability, and overall quality of clothes purchased. The scale measuring clothing interest was adopted from the study by Lumpkin (1985). The clothing interest was operationalized based on individual’s favorite activity in clothing, enhancement of appearance though clothing, expenses on clothing, and their preferences on clothing. The six-item scale developed by Palazón and Delgado (2009) was used to measure price consciousness in this study. The items of price consciousness indicate the emphasis of pricing by the individual in purchasing clothes. As for clothing purchase intention, this study adopted the three-item scale developed by Kumar et al. (2009) measuring respondents’ intention to purchase clothes. All of the items were measured in seven-point Likert scale, ranging from 1= strong disagree to 7= strongly agree. Using a sample of 50 young adults, a pilot test was conducted before the actual data collection in order to ascertain the face validity of the measurement scales. The number of respondents for the pretest study was considered sufficient as suggested by Hair et al. (2010) and Sekaran (2005). The pretest of the questionnaire showed that all the measurement items were relevant and adequate in terms of coverage. Therefore, the face validity of the measurement scales used in this study was established. tải về 475.41 Kb. Chia sẻ với bạn bè của bạn:
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