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Clothing brand purchase intention through SNS

Jordi Pujadas-Hostench (Universitat Ramon Llull IQS School of Management, Barcelona, Spain)
Ramon Palau-Saumell (Universitat Ramon Llull IQS School of Management, Barcelona, Spain)
Santiago Forgas-Coll (Department of Business, University of Barcelona, Barcelona, Spain)
Javier Sánchez-García (Universitat Jaume I, Castellon, Spain)

Online Information Review

ISSN: 1468-4527

Article publication date: 15 January 2019

Issue publication date: 3 September 2019

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1113

Abstract

Purpose

The purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC).

Design/methodology/approach

Data were collected from 1,003 followers of their favorite clothing brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1.

Findings

The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use.

Practical implications

This research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase.

Originality/value

This research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands’ SNS pages.

Keywords

Citation

Pujadas-Hostench, J., Palau-Saumell, R., Forgas-Coll, S. and Sánchez-García, J. (2019), "Clothing brand purchase intention through SNS", Online Information Review, Vol. 43 No. 5, pp. 867-892. https://doi.org/10.1108/OIR-02-2017-0042

Publisher

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Emerald Publishing Limited

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