决定时尚服装兴趣和购买意愿的因素:对印度Z世代消费者的研究

IF 0.4 0 HUMANITIES, MULTIDISCIPLINARY Fashion Style & Popular Culture Pub Date : 2023-06-08 DOI:10.1386/fspc_00197_1
Neetu Singh, Niketa Chakrabarti, Rajesh Tripathi
{"title":"决定时尚服装兴趣和购买意愿的因素:对印度Z世代消费者的研究","authors":"Neetu Singh, Niketa Chakrabarti, Rajesh Tripathi","doi":"10.1386/fspc_00197_1","DOIUrl":null,"url":null,"abstract":"This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return.","PeriodicalId":41621,"journal":{"name":"Fashion Style & Popular Culture","volume":null,"pages":null},"PeriodicalIF":0.4000,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Factors determining fashion clothing interest and purchase intention: A study of Generation Z consumers in India\",\"authors\":\"Neetu Singh, Niketa Chakrabarti, Rajesh Tripathi\",\"doi\":\"10.1386/fspc_00197_1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return.\",\"PeriodicalId\":41621,\"journal\":{\"name\":\"Fashion Style & Popular Culture\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.4000,\"publicationDate\":\"2023-06-08\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Fashion Style & Popular Culture\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1386/fspc_00197_1\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"0\",\"JCRName\":\"HUMANITIES, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Fashion Style & Popular Culture","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1386/fspc_00197_1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"0","JCRName":"HUMANITIES, MULTIDISCIPLINARY","Score":null,"Total":0}
引用次数: 1

摘要

本研究为印度Z世代消费者的服装兴趣和后续购买动机的决定因素提供了一个框架。青年消费者服装兴趣的预测因子为独特性、自我概念、品牌形象、口碑和感知质量,价格意识对服装兴趣与购买意愿的交互作用有调节作用。该研究采用结构方程模型来分析数据,这些数据是通过对印度211名年龄在18-24岁之间的消费者的自我调查问卷收集的。结果表明,独特性、自我概念和品牌形象是服装兴趣的显著预测因子,并对消费者的购买意愿产生正向影响。口碑和感知质量对年轻消费者时尚服装消费的影响都很低。价格意识的调节作用也没有确立,这表明年轻消费者如果对服装感兴趣,不管价格如何,都会继续购买。由于研究结果证实了独特性、自我概念和品牌形象对服装兴趣的作用,进而影响消费者的购买动机,因此本研究对决定年轻消费者服装兴趣的因素有了重要的认识。因此,该研究将有助于服装品牌制定符合年轻消费者价值观的战略,并吸引他们向往的生活方式,从而影响他们的购买动机和品牌忠诚度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Factors determining fashion clothing interest and purchase intention: A study of Generation Z consumers in India
This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Fashion Style & Popular Culture
Fashion Style & Popular Culture HUMANITIES, MULTIDISCIPLINARY-
CiteScore
0.60
自引率
0.00%
发文量
53
期刊最新文献
A New History of ‘Made in Italy’: Fashion and Textiles in Post-War Italy, Lucia Savi (2023) Fear and Clothing: Dress in English Detective Fiction between the First and Second World Wars, Jane Custance Baker (2023) Fashion Brand Stories, 3rd ed., Joseph H. Hancock II (2022) Political and Sartorial Styles: Britain and Its Colonies in the Long Nineteenth Century, Kevin A. Morrison (ed.) (2023) Dressed for Freedom: The Fashionable Politics of American Feminism, Einav Rabinovitch-Fox (2021)
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1