To read this content please select one of the options below:

Integrating theories to predict clothing purchase on SNS

Jordi Pujadas-Hostench (Business Management Department, IQS School of Management, Universitat Ramon Llull, Barcelona, Spain)
Ramon Palau-Saumell (Business Management Department, IQS School of Management, Universitat Ramon Llull, Barcelona, Spain)
Santiago Forgas-Coll (Business Department, University of Barcelona, Barcelona, Spain)
Jorge Matute (Business Management Department, IQS School of Management, Universitat Ramon Llull, Barcelona, Spain)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 16 May 2019

Issue publication date: 13 June 2019

717

Abstract

Purpose

The purpose of this paper is to design and test a conceptual model integrating uses and gratifications (UGT), self-image congruity (SIC), and theory of planned behavior (TPB) theories to identify the drivers that lead users to develop intentions to purchase clothing products through social networking sites (SNS).

Design/methodology/approach

Using an online questionnaire, data were collected from customers of clothing products who visit the SNS of their preferred clothing brands (n=1,003). Empirical results, using partial least squares regressions, were used to test the conceptual model.

Findings

The results supported the model and showed, as the main result, that purchase intention through the use of SNS is positively affected by intentions to use SNS and SNS use. SNS use is influenced by intentions to use SNS and by UGT. Intentions to use SNS are positively affected by UGT, attitude and perceived behavioral control (PBC). Attitude is positively influenced by UGT, SIC, PBC and subjective norm.

Social implications

These findings reveal that the critical elements in achieving purchase intentions in users through SNS include obtaining their participation by managing the SNS according to users’ self-image and offering useful gratifications.

Originality/value

This paper integrates theories of SIC, UGT and the TPB in a context of technology post-adoption to understand users’ purchase intentions through SNS. By establishing this novel theoretical integration approach, this paper furthers insight into purchase intentions through SNS.

Keywords

Citation

Pujadas-Hostench, J., Palau-Saumell, R., Forgas-Coll, S. and Matute, J. (2019), "Integrating theories to predict clothing purchase on SNS", Industrial Management & Data Systems, Vol. 119 No. 5, pp. 1015-1030. https://doi.org/10.1108/IMDS-10-2018-0430

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles