Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)

Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)

Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within th...

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Main Author: Siti Nadia, Sheikh Abdul Hamid
Format: Thesis
Language:eng
eng
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/7475/1/s820610_01.pdf
https://etd.uum.edu.my/7475/2/s820610_02.pdf
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id my-uum-etd.7475
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Shaari, Hasnizam
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Siti Nadia, Sheikh Abdul Hamid
Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
description Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within this cohort’s population. This realization and concern, have led the fashion industry manufacturers and companies to focus on identifying the most crucial factor that are effectively influence generation Y in purchasing luxury fashion brands in order to differentiate their luxury product brands from other competitor, in effort to gain competitive advantages. In view of this, the purpose of this paper is to determine the most crucial factors that have significant relationship towards intentions to purchase luxury fashion brands among Generation Y consumers’ in Malaysia by integrating the theory of planned behaviour (TPB) and Social Impact Theory (SIT) in the proposed model. There were four independent variables which have been investigated in this study including attitude towards luxury fashion brands, social electronic word of mouth (social e –WOM), perceived behavioural control, and country of origin. A total of 351 questionnaires were distributed among UUM local postgraduate student by using systematic intercept survey, to perform the statistical analysis for data analysis and findings. The results indicated the attitude towards luxury fashion brands, and country of origin have significant effect towards generation Y consumers’ purchase intention on luxury fashion brands, however social electronic word of mouth (social e – WOM) and perceived behavioural control showed insignificant influence towards purchase intention. Among all predictors, attitude towards luxury fashion brands has the strongest influence on generation Y luxury fashion brands purchase intention.
format Thesis
qualification_name masters
qualification_level Master's degree
author Siti Nadia, Sheikh Abdul Hamid
author_facet Siti Nadia, Sheikh Abdul Hamid
author_sort Siti Nadia, Sheikh Abdul Hamid
title Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_short Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_full Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_fullStr Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_full_unstemmed Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_sort determinants of purchase intention towards luxury fashion brands among generation y consumers': a study among postgraduate students of university utara malaysia (uum)
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2018
url https://etd.uum.edu.my/7475/1/s820610_01.pdf
https://etd.uum.edu.my/7475/2/s820610_02.pdf
_version_ 1747828224745799680
spelling my-uum-etd.74752021-08-11T07:28:12Z Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM) 2018 Siti Nadia, Sheikh Abdul Hamid Shaari, Hasnizam School of Business Management School of Business Management HF5415.33 Consumer Behavior. Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within this cohort’s population. This realization and concern, have led the fashion industry manufacturers and companies to focus on identifying the most crucial factor that are effectively influence generation Y in purchasing luxury fashion brands in order to differentiate their luxury product brands from other competitor, in effort to gain competitive advantages. In view of this, the purpose of this paper is to determine the most crucial factors that have significant relationship towards intentions to purchase luxury fashion brands among Generation Y consumers’ in Malaysia by integrating the theory of planned behaviour (TPB) and Social Impact Theory (SIT) in the proposed model. There were four independent variables which have been investigated in this study including attitude towards luxury fashion brands, social electronic word of mouth (social e –WOM), perceived behavioural control, and country of origin. A total of 351 questionnaires were distributed among UUM local postgraduate student by using systematic intercept survey, to perform the statistical analysis for data analysis and findings. The results indicated the attitude towards luxury fashion brands, and country of origin have significant effect towards generation Y consumers’ purchase intention on luxury fashion brands, however social electronic word of mouth (social e – WOM) and perceived behavioural control showed insignificant influence towards purchase intention. Among all predictors, attitude towards luxury fashion brands has the strongest influence on generation Y luxury fashion brands purchase intention. 2018 Thesis https://etd.uum.edu.my/7475/ https://etd.uum.edu.my/7475/1/s820610_01.pdf text eng public https://etd.uum.edu.my/7475/2/s820610_02.pdf text eng public masters masters Universiti Utara Malaysia Abubakar, M. A., Mustafa, I., & Pinar, S. (2016). Ewom, Ereferral And Gender In The Virtual Community. 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