Factors Affecting Consumers’ Behavioural Intention Towards Apparel Stores: A Test of the Mediating Role of Brand Satisfaction

• Autorzy: Turhan G. , Özbek A.

Warianty tytułu

PL

Czynniki wpływające na zachowanie konsumenta wobec sklepów odzieżowych: Badanie satysfakcji z marki

• Języki publikacji: EN

Abstrakty

EN

The research studied the factors that affect consumers’ behavioural intention towards apparel stores. Three different aspects of behavioural intention were examined: consumers’ purchase intention (PI), willingness to pay more (WPAY), and brand recommendation (RECM). Specifically the authors propose a model in which consumer satisfaction with the store brand mediates the effects of attitude towards sales personnel and the convenience of the store’s payment conditions or options on PI, WPAY, and RECM. The relationships hypothesized in the model were tested using two apparel store brands familiar to consumers in the city of Istanbul, Turkey. All findings were in favour of the model proposed for both apparel store brands studied, which were either a sample of men or women.

Praca przedstawia badania czynników wpływających na zachowania konsumentów wobec sklepów odzieżowych, uwzględniając trzy różne aspekty zachowania: zamiar zakupu (PI), gotowość akceptacji wyższej ceny (WPAY) oraz rekomendacje marki (RECM). Autorzy proponują model, w którym zadowolenie konsumenta z marki pośredniczy w postawie wobec sprzedawców, warunków płatności i opcji wyboru PI, WPAY i RECM. Przeanalizowano dwie marki popularne wśród konsumentów. Stwierdzono występujące różnice pomiędzy zachowaniem kobiet i mężczyzn.

Słowa kluczowe

EN

satisfaction; willingness to pay more; purchase intention; recommendation; payment conditions; attitude towards sales personnel

PL

zachowania konsumentów; satysfakcja klienta; zamiar zakupu; gotowość akceptacji wyższej ceny; rekomendacje marki

• Wydawca: Sieć Badawcza Łukasiewicz - Łódzki Instytut Technologiczny
• Czasopismo: Fibres & Textiles in Eastern Europe
• Rocznik: 2013
• Tom: Vol. 21, no. 1 (97)
• Strony: 7--13
• Opis fizyczny: Bibliogr. 21 poz., tab.

Twórcy

autor

Turhan G.

• Turkey, Istanbul, Marmara University,, Technical Education Faculty, Department of Textiles

autor

Özbek A.

• Turkey, Sinop, Sinop University, Gerze Vocational High School, Department of Textiles

Bibliografia

• 1. Westbrook RA. Sources of consumer satisfaction with retail outlets. Journal of Retailing 1981; 57, 3: 68-85.
• 2. Lockshin LS, Spawton AL, Macintosh G. Using product, brand and purchasing involvement for retail segmentation. Journal of Retailing and Consumer Services 1997; 4, 3: 171 – 183.
• 3. Hoyer WD, MacInnis DJ. Consumer Behavior. 2nd Edition Boston, N.Y.: Houghton Mifflin Company, 1997.
• 4. Anderson EW. Customer satisfaction and word of mouth. Journal of Service Research 1998; 1, 1: 5-17.
• 5. Herrmann A, Huber F, Sivakumar K, Wricke M. An empirical analysis of the determinants of price tolerance. Psychology & Marketing 2004; 21, 7: 533-551.
• 6. Ajzen I. A theory of planned behaviour. Available from: http://www.people.umass.edu/aizen/contact.html (2008 accessed 7 October 2011).
• 7. Manski ChF. The use of intention data to predict behavior: A best-case analysis. Journal of the American Statistical Association 1989; 85, 412: 934-940.
• 8. Anderson EW. Customer satisfaction and price tolerance. Marketing Letters 1996; 7, 3: 265-274.
• 9. Ranaweera Ch, Prabhu J. On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing 2003; 12, 1: 82-90.
• 10. Seo S, Back KJ, Shanklin CW. Importance of relationship quality and communication on foodservice for the elderly. Nutrition Research and Practice 2011; 5, 1:73-79.
• 11. Bruner GC II, James KE, Hensel PJ. Marketing scales handbook, a compilation of multi-item measures Vol. III. Chicago, Illinois USA: American Marketing Association, 2001.
• 12. Dube L, Morin S. Background music pleasure and store evaluation Intensity effects and psychological mechanisms. Journal of Business Research 2001; 54: 107-113.
• 13. Bianchi C Investigating consumer expectations of convenience store attributes in emerging markets: evidence in Chile. Journal of International Consumer Marketing 2009; 21, 4:1-26.
• 14. Bruner GC II, Hensel PJ, James KE. Marketing scale handbook, a compilation of multi-item measures for consumer behavior and advertising. Chicago, Illinois USA: American Marketing Association, 2005.
• 15. Taylor SA, Celuch K, Goodwin S. The importance of brand equity to customer loyalty. The Journal of Product and Brand Management 2004; 13, 4/5: 217-227.
• 16. Geo Theng Lau, Sook Han Lee. Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management 1999; 4: 341-370.
• 17. Aaker DA. Measuring brand equity across products and markets. California Management Review 1996; 38; 3: 102-120.
• 18. Bruner GC II, Hensel PJ. Marketing scales handbook: a compilation of multiitem measures. IIliniois USA: American Marketing Association Chicago, 1994.
• 19. Torres IM, Summers TA, Belleau BD. Men’s shopping satisfaction and store preferences. Journal of Retailing and Consumer Services 2001; 8: 205-212.
• 20. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research 1981; 18: 39-50.
• 21. Nunnaly JC. Psychometric Theory. 2nd ed. New York: McGraw-Hill, 1978.