Staff View: Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)

Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)

Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within th...

Full description

Saved in:

Bibliographic Details
Main Author:	Siti Nadia, Sheikh Abdul Hamid
Format:	Thesis
Language:	English English
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7475/1/s820610_01.pdf https://etd.uum.edu.my/7475/2/s820610_02.pdf https://etd.uum.edu.my/7475/
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my.uum.etd.7475
record_format	eprints
spelling	my.uum.etd.74752021-08-11T07:28:12Z https://etd.uum.edu.my/7475/ Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM) Siti Nadia, Sheikh Abdul Hamid HF5415.33 Consumer Behavior. Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within this cohort’s population. This realization and concern, have led the fashion industry manufacturers and companies to focus on identifying the most crucial factor that are effectively influence generation Y in purchasing luxury fashion brands in order to differentiate their luxury product brands from other competitor, in effort to gain competitive advantages. In view of this, the purpose of this paper is to determine the most crucial factors that have significant relationship towards intentions to purchase luxury fashion brands among Generation Y consumers’ in Malaysia by integrating the theory of planned behaviour (TPB) and Social Impact Theory (SIT) in the proposed model. There were four independent variables which have been investigated in this study including attitude towards luxury fashion brands, social electronic word of mouth (social e –WOM), perceived behavioural control, and country of origin. A total of 351 questionnaires were distributed among UUM local postgraduate student by using systematic intercept survey, to perform the statistical analysis for data analysis and findings. The results indicated the attitude towards luxury fashion brands, and country of origin have significant effect towards generation Y consumers’ purchase intention on luxury fashion brands, however social electronic word of mouth (social e – WOM) and perceived behavioural control showed insignificant influence towards purchase intention. Among all predictors, attitude towards luxury fashion brands has the strongest influence on generation Y luxury fashion brands purchase intention. 2018 Thesis NonPeerReviewed text en https://etd.uum.edu.my/7475/1/s820610_01.pdf text en https://etd.uum.edu.my/7475/2/s820610_02.pdf Siti Nadia, Sheikh Abdul Hamid (2018) Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM). Masters thesis, Universiti Utara Malaysia.
institution	Universiti Utara Malaysia
building	UUM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Utara Malaysia
content_source	UUM Electronic Theses
url_provider	http://etd.uum.edu.my/
language	English English
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Siti Nadia, Sheikh Abdul Hamid Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
description	Given the tremendous increase in demand for luxury fashion product among generation Y consumers’, had subsequently increased the concern among manufacturers and companies about the importance of measuring the crucial determinants that affect the purchase intention of luxury product brands within this cohort’s population. This realization and concern, have led the fashion industry manufacturers and companies to focus on identifying the most crucial factor that are effectively influence generation Y in purchasing luxury fashion brands in order to differentiate their luxury product brands from other competitor, in effort to gain competitive advantages. In view of this, the purpose of this paper is to determine the most crucial factors that have significant relationship towards intentions to purchase luxury fashion brands among Generation Y consumers’ in Malaysia by integrating the theory of planned behaviour (TPB) and Social Impact Theory (SIT) in the proposed model. There were four independent variables which have been investigated in this study including attitude towards luxury fashion brands, social electronic word of mouth (social e –WOM), perceived behavioural control, and country of origin. A total of 351 questionnaires were distributed among UUM local postgraduate student by using systematic intercept survey, to perform the statistical analysis for data analysis and findings. The results indicated the attitude towards luxury fashion brands, and country of origin have significant effect towards generation Y consumers’ purchase intention on luxury fashion brands, however social electronic word of mouth (social e – WOM) and perceived behavioural control showed insignificant influence towards purchase intention. Among all predictors, attitude towards luxury fashion brands has the strongest influence on generation Y luxury fashion brands purchase intention.
format	Thesis
author	Siti Nadia, Sheikh Abdul Hamid
author_facet	Siti Nadia, Sheikh Abdul Hamid
author_sort	Siti Nadia, Sheikh Abdul Hamid
title	Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_short	Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_full	Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_fullStr	Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_full_unstemmed	Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)
title_sort	determinants of purchase intention towards luxury fashion brands among generation y consumers': a study among postgraduate students of university utara malaysia (uum)
publishDate	2018
url	https://etd.uum.edu.my/7475/1/s820610_01.pdf https://etd.uum.edu.my/7475/2/s820610_02.pdf https://etd.uum.edu.my/7475/
_version_	1709670579587514368
score	13.211869

Determinants of purchase intention towards luxury fashion brands among generation Y consumers': A study among postgraduate students of University Utara Malaysia (UUM)

Similar Items