Fashion Follower Behavior: An Investigation Into The Tendency To Observe Others In Purchase Decision Making
The purpose of this research is to investigate the tendency of consumers in observing the purchase behavior of others as a purchase decision heuristic in order to simplify the process of decision making. The study is conducted in the area of fashion clothing by measuring the consumers\' propens...
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| Format: | Thesis |
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2011
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| Summary: | The purpose of this research is to investigate the tendency of consumers in observing the purchase behavior of others as a purchase decision heuristic in order to simplify the process of decision making. The study is conducted in the area of fashion clothing by measuring the consumers\' propensity to observe and its effects on purchase intention and testing the likely effects of individual consumer factors which are consisted of : brand choice overload, consumer self-confidence, and consumer propensity to conform on propensity to observe. The demographic factor of gender is expected to mediate the relationships between consumer self-confidence, propensity to conform, and consumer propensity to observe. |
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