This study aims to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sales promotion in the fashion industry…
This study aims to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sales promotion in the fashion industry. Precisely, it focuses on the marketing techniques and practices in sales promotion activities to influence the buying intentions of consumers in personal ways.
Based on a comprehensive literature review of personal factors, sales promotion and buying behavior, this study has applied a positivist approach to collect data in quantitative way through questionnaires-based survey. The study has analyzed the collected data using structural equation modeling through smart partial least square.
Personal factors and its sub-dimensions such as market maven, stability and open minded have demonstrated a positive relationship in the conceptual construct. In the same manner, sales promotion and its sub-dimensions like social factors and physical layout have also positive effects.
This study is only limited to the fashion industry of Pakistan and future research may be conducted in other services and manufacturing industries. Future research may assess the role of moderating variables like gender.
This study clarifies the influence of personal characteristics on consumers buying behavior in sales promotion activities in the fashion industry to achieve business objectives.
By integrating personal factors and sales promotion literature, the main contribution of this paper is the analysis of personal characteristics and promotional practices in the fashion industry of Pakistan, during Eid-ul-Fitter holidays to enhance the consumers buying behavior. Precisely, this study has assessed the effect some unique characteristics of consumers like market maven, stable, open minded and agreeable on their buying behavior in sales promotion activities. This study has apprised marketing professionals to apply the conception of personal characteristics in sales promotion activities to boost up the buying behavior of consumers in enthusiastic way.
The purpose of this paper is to investigate factors affecting knowledge sharing among academic staff in universities. Utilizing the theory of reasoned action (TRA) as the…
The purpose of this paper is to investigate factors affecting knowledge sharing among academic staff in universities. Utilizing the theory of reasoned action (TRA) as the underlying research framework, the main objective of this study was threefold. First, was to examine the relationship between attitude, subjective norm, and trust with knowledge sharing intention. Second, was to examine the relationship among factors, i.e., self-efficacy, social networks and extrinsic rewards with attitude toward knowledge sharing intention and the third objective was to find out the relationship between organizational support and subjective norm.
A total of 200 questionnaires were distributed among academic staff at three social science faculties in one public university in Malaysia. Collectively, 117 usable responses were returned. Partial Least Square analysis was utilized to analyze the data.
The results indicated that of the two components of the TRA, only attitude was positively and significantly related to knowledge sharing intention. The findings also show that social network and self-efficacy significantly affect attitude and organizational support showed a strong influence on subjective norms toward knowledge sharing intention.
Future research should consider type of knowledge that is being shared. Besides, it would also be interesting to investigate potential differences of the knowledge sharing intention between academic staff in the private and public universities.
This study offers a more clear vision of the factors that affect knowledge sharing intention among academic staff. Therefore, managers can implement practical plan to support those factors.
Factors affecting knowledge sharing among academic staff in universities were reviewed to suggest a framework to explain this behavior in a specific context.