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Role models influence on young adults purchase intentions and behaviors

This study replicates portions of Martin & Bush (2000) in a Malaysian consumers' context. intended to determine role models influence 011 young adults purchase intentions and behavior. Moreover. it intends to examine whether parents (direct) Dr celebrities (vicarious) role models are more i...

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Main Author: Chung, Yen Nee.
Format: Final Year Project Report
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2006
Subjects:
HC Economic History and Conditions
Online Access:http://ir.unimas.my/id/eprint/17149/4/Chung%20Yen%20Nee%20ft.pdf
http://ir.unimas.my/id/eprint/17149/
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spelling my.unimas.ir.171492023-02-09T08:44:09Z http://ir.unimas.my/id/eprint/17149/ Role models influence on young adults purchase intentions and behaviors Chung, Yen Nee. HC Economic History and Conditions This study replicates portions of Martin & Bush (2000) in a Malaysian consumers' context. intended to determine role models influence 011 young adults purchase intentions and behavior. Moreover. it intends to examine whether parents (direct) Dr celebrities (vicarious) role models are more influential on young adults purchase intentions and behaviors. The scope of this study is limited to young adults who aged between 19 -25 years old. A total of 250 questionnaires were distributed to 250 respondents that \",ere selected from University of Malaysia Sarawak (UNII'v1AS). However, only 237 completed questionnaires have been utilized . The results or Simple Linear Regression showed that role models have significant intlucnce Oil young adults purchase intentions and behaviors. [Iowever, celebrities (vicarious) arc found to be more influential than parents (direct) role models in influencing young adults purchase intentions and behaviors. This studies suggested that both pnn:nts and celebrities role more have significant influence on young adults purchase intentions and behaviors. Additionally, other issues raised from this study include the issues of consumer socialization theory, social learning theory and the theory or stimulus-organ ism-response. From the discussions, this study also suggested that policy makers should take into account the importance of parents in instilling good moral in today's' young adults. Universiti Malaysia Sarawak, (UNIMAS) 2006 Final Year Project Report NonPeerReviewed text en http://ir.unimas.my/id/eprint/17149/4/Chung%20Yen%20Nee%20ft.pdf Chung, Yen Nee. (2006) Role models influence on young adults purchase intentions and behaviors. [Final Year Project Report] (Unpublished)
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HC Economic History and Conditions
spellingShingle HC Economic History and Conditions
Chung, Yen Nee.
Role models influence on young adults purchase intentions and behaviors
description This study replicates portions of Martin & Bush (2000) in a Malaysian consumers' context. intended to determine role models influence 011 young adults purchase intentions and behavior. Moreover. it intends to examine whether parents (direct) Dr celebrities (vicarious) role models are more influential on young adults purchase intentions and behaviors. The scope of this study is limited to young adults who aged between 19 -25 years old. A total of 250 questionnaires were distributed to 250 respondents that \",ere selected from University of Malaysia Sarawak (UNII'v1AS). However, only 237 completed questionnaires have been utilized . The results or Simple Linear Regression showed that role models have significant intlucnce Oil young adults purchase intentions and behaviors. [Iowever, celebrities (vicarious) arc found to be more influential than parents (direct) role models in influencing young adults purchase intentions and behaviors. This studies suggested that both pnn:nts and celebrities role more have significant influence on young adults purchase intentions and behaviors. Additionally, other issues raised from this study include the issues of consumer socialization theory, social learning theory and the theory or stimulus-organ ism-response. From the discussions, this study also suggested that policy makers should take into account the importance of parents in instilling good moral in today's' young adults.
format Final Year Project Report
author Chung, Yen Nee.
author_facet Chung, Yen Nee.
author_sort Chung, Yen Nee.
title Role models influence on young adults purchase intentions and behaviors
title_short Role models influence on young adults purchase intentions and behaviors
title_full Role models influence on young adults purchase intentions and behaviors
title_fullStr Role models influence on young adults purchase intentions and behaviors
title_full_unstemmed Role models influence on young adults purchase intentions and behaviors
title_sort role models influence on young adults purchase intentions and behaviors
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2006
url http://ir.unimas.my/id/eprint/17149/4/Chung%20Yen%20Nee%20ft.pdf
http://ir.unimas.my/id/eprint/17149/
_version_ 1758582494286839808
score 13.211869

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