Miniatura

Fitxers

684696.pdf (1018.63 KB)

Tipus de document

Article

Versió

Versió acceptada

Data de publicació

2019-09

Tots els drets reservats

Si us plau utilitzeu sempre aquest identificador per citar o enllaçar aquest document: https://hdl.handle.net/2445/141000

Clothing brand purchase intention through SNS

Títol de la revista

Autors

Director/Tutor

ISSN de la revista

Títol del volum

Recurs relacionat

https://doi.org/10.1108/OIR-02-2017-0042

Resum

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.

Matèries

Comerç electrònic, Xarxes socials, Teixits (Indústria tèxtil), Administració electrònica

Matèries (anglès)

Electronic commerce, Social networks, Textile fabrics, Internet in public administration

Citació

Col·leccions

Articles publicats en revistes (Empresa)

Citació

PUJADAS HOSTENCH, Jordi, PALAU I SAUMELL, Ramon, FORGAS COLL, Santiago, SÁNCHEZ GARCÍA, Javier. Clothing brand purchase intention through SNS. _Online Information Review_. 2019. Vol. 43, núm. 5, pàgs. 867-892. [consulta: 24 de gener de 2026]. ISSN: 1468-4527. [Disponible a: https://hdl.handle.net/2445/141000]

Exportar metadades

JSON - METS

Compartir registre