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The influence of role models on young adults purchase

This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using c...

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Main Authors: Ernest Cyril, de Run, Muhammad Mohsin, Butt, Chung, Yen Nee
Format: E-Article
Language:English
Published: Jurnal Kemanusiaan 2010
Subjects:
AC Collections. Series. Collected works
HM Sociology
Online Access:http://ir.unimas.my/id/eprint/1802/1/34%2BThe%2Binfluence%2Bof%2Brole%2Bmodels%2Bon%2Byoung%2Badults%2Bpurchase%2B%2528abstract%2529.pdf
http://ir.unimas.my/id/eprint/1802/
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spelling my.unimas.ir.18022016-04-12T06:27:16Z http://ir.unimas.my/id/eprint/1802/ The influence of role models on young adults purchase Ernest Cyril, de Run Muhammad Mohsin, Butt Chung, Yen Nee AC Collections. Series. Collected works HM Sociology This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using convenience sampling. Respondents were mostly undergraduate students at a public university in Sarawak, Malaysia. They were asked to respond to a structured questionnaire which was based on previous studies conducted in the same area. Regression analysis was carried out to estimate the impact of role model influence on purchase intention and behavior. The results indicate that both direct and vicarious role model significantly influence purchase intention. However finding do suggests that the direct role model does not influence purchasing behavior. This study significantly contributes in understanding the role model influence on ever growing youth market in Malaysia. Jurnal Kemanusiaan 2010 E-Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/1802/1/34%2BThe%2Binfluence%2Bof%2Brole%2Bmodels%2Bon%2Byoung%2Badults%2Bpurchase%2B%2528abstract%2529.pdf Ernest Cyril, de Run and Muhammad Mohsin, Butt and Chung, Yen Nee (2010) The influence of role models on young adults purchase. Jurnal Kemanusiaan bil.15 Jun 2010, 15.
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 AC Collections. Series. Collected works
HM Sociology
spellingShingle AC Collections. Series. Collected works
HM Sociology
Ernest Cyril, de Run
Muhammad Mohsin, Butt
Chung, Yen Nee
The influence of role models on young adults purchase
description This study explores the influence of direct (parents) and vicarious (celebrities) role models on young consumer’s purchase intention and behavior in Malaysia. The study partially replicates previous studies conducted in the west while exploring the eastern perspective. The data was collected using convenience sampling. Respondents were mostly undergraduate students at a public university in Sarawak, Malaysia. They were asked to respond to a structured questionnaire which was based on previous studies conducted in the same area. Regression analysis was carried out to estimate the impact of role model influence on purchase intention and behavior. The results indicate that both direct and vicarious role model significantly influence purchase intention. However finding do suggests that the direct role model does not influence purchasing behavior. This study significantly contributes in understanding the role model influence on ever growing youth market in Malaysia.
format E-Article
author Ernest Cyril, de Run
Muhammad Mohsin, Butt
Chung, Yen Nee
author_facet Ernest Cyril, de Run
Muhammad Mohsin, Butt
Chung, Yen Nee
author_sort Ernest Cyril, de Run
title The influence of role models on young adults purchase
title_short The influence of role models on young adults purchase
title_full The influence of role models on young adults purchase
title_fullStr The influence of role models on young adults purchase
title_full_unstemmed The influence of role models on young adults purchase
title_sort influence of role models on young adults purchase
publisher Jurnal Kemanusiaan
publishDate 2010
url http://ir.unimas.my/id/eprint/1802/1/34%2BThe%2Binfluence%2Bof%2Brole%2Bmodels%2Bon%2Byoung%2Badults%2Bpurchase%2B%2528abstract%2529.pdf
http://ir.unimas.my/id/eprint/1802/
_version_ 1644508940054036480
score 13.211869

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