Please use this identifier to cite or link to this item:
Title: Clothing brand purchase intention through SNS
Author: Pujadas Hostench, Jordi
Palau i Saumell, Ramon
Forgas Coll, Santiago
Sánchez García, Javier
Keywords: Comerç electrònic
Xarxes socials
Teixits (Indústria tèxtil)
Administració electrònica
Electronic commerce
Social networks
Textile fabrics
Internet in public administration
Issue Date: Sep-2019
Publisher: Emerald
Abstract: Purpose The purpose of this paper is to investigate the intention to purchase products through clothing brands' social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC). Design/methodology/approach Data were collected from 1,003 followers of their favorite clothing brands' SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1. Findings The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use. Practical implications This research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase. Originality/value This research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands' SNS pages.
Note: Versió postprint del document publicat a:
It is part of: Online Information Review, 2019, vol. 43, num. 5, p. 867-892
Related resource:
ISSN: 1468-4527
Appears in Collections:Articles publicats en revistes (Empresa)

Files in This Item:
File Description SizeFormat 
684696.pdf1.02 MBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.