Type of Document Dissertation Author Wang, Yun URN etd-04042006-203513 Title A Cross-Cultural Study of Consumer Attitudes and Emotional Responses of Apparel Purchase Behavior Degree Doctor of Philosophy Department Textiles and Consumer Science, Department of Advisory Committee
Advisor Name Title Jeanne Heitmeyer Committee Chair Bonnie Greenwood Committee Member Leisa Reinecke Flynn Committee Member Susan Fiorito Committee Member Keywords
- Consumer Attitudes
- A Cross-cultural
- Apparel Purchase
- Emotional Responses
Date of Defense 2006-03-20 Availability unrestricted AbstractFrom the early presentation by Rosenberg and Hovland (1960), three components- affect, cognition and conation- of attitude are introduced. Moreover, attitude is a result of learning and is strongly influenced by personal experience, family and friends, and marketing strategy. Several studies have provided support for the interrelated nature of these affective, cognitive and conative attitudinal components (Fishbein & Ajzen 1975, Hilgard 1980, Breckler & Wiggins 1989, Miniard & Barone 1997). Some research includes additional variables in models for consumer purchase behavior such as social factors, situational or personal control, and advertising and brand attitude.
This research utilized the Triandis behavioral model and Fishbein and Ajzenís Theory of Reasoned Action as a framework to exam consumersí apparel purchase behavior. Triandisís model treats attitude toward the act and social-normative considerations as determinants of intentions. However, departing from the TRA model, Triandis separates attitude toward the act into two terms: affect toward the act and the value of the perceived consequences of the act. Instead of testing Triandis modelís broadest constructs, this research presents a general framework focus on the subset of the model that includes the variables that are the most relevant to explaining consumersí apparel purchase intention. The purpose of this study was to examine the emotional responses while consumers are shopping, consumer attitudes toward apparel shopping, subjective norms, individual differences, and demographic factors for U.S. and Taiwan consumersí apparel purchase intentions and purchase behavior.
The results indicated that the emotions while consumers are shopping for apparel have an effect on consumersí apparel purchase intention in both U.S. and Taiwan consumers. Consumer attitude toward apparel shopping had a significant effect on Taiwan consumersí apparel purchase intention, but not on U.S. consumers. Another finding was the subjective norm had a positive effect on consumersí apparel purchase intention for U.S. consumers, but not for Taiwan consumers. Consumersí purchase intention mediates between the purchase antecedent variables, attitude, emotion, and subjective norm, and apparel purchase behavior in both U.S. and Taiwan consumers. Since the study found consumersí emotional responses while shopping had an effect on consumerís apparel purchase intention, the Triandis model, which states that the attitude toward the act, social-normative, and affect toward the act are the determinants of consumer purchase intention (Triandis, 1982), was supported. The result of this research found the Triandis Model can predict consumer apparel purchase intention more accurately than the TRA model.
Other results found in this research were the consumersí need for emotion had a moderating effect on apparel purchase intention and negative emotions when consumers are shopping for U.S. consumers. The U.S. respondents who had high need for emotion and low negative emotional responses held the highest level of purchase intention. On the other hand, the lowest level of consumer purchase intention was held by those consumers who had a high need for emotion and high negative emotional responses. In Taiwan, respondents who had low apparel involvement and low positive emotional responses held the highest level of purchase intention. Conversely, the lowest level of consumer purchase intention was held by those with low apparel involvement and high positive emotions while consumers are shopping for apparel in Taiwan.
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