Exploring Factors Affecting Consumers’ Intention Toward Purchasing Imitation Jewelry: An Extension of Theory of Planned Behavior

Abstract

This study examines the influencing factors those affect Bangladeshi consumers’ attitude and intention towards purchasing imitation jewelry through the conceptual extension of a theoretical model known as Theory of Planned Behavior (TPB). The authors proposed an Extended Theory of Planned Behavior (ETPB), consisting of seven factors: attitude, subjective norms, perceived behavioral control, product knowledge, value consciousness, fashion innovativeness and behavioral intention. Structural Equation Modeling (SEM) was employed to measure the impacts of the constructs that were analyzed in the study via AMOS 23. The results of the analysis provided empirical evidence for the hypotheses suggesting that value consciousness is more important than fashion innovativeness in influencing consumer attitude towards purchasing imitation jewelry. Furthermore, attitude, subjective norms, perceived behavioral control and product knowledge have significant impact on consumer intention towards purchasing imitation jewelry. Based on what emerged from the analysis, the study has suggested interesting theoretical and managerial implications.

Prioritizing Protection by Face Masks during COVID-19: The Application of Customer Open Innovation

“…Moreover, the results demonstrated that perceived behavioral control significantly influenced consumers’ intention to purchase a face mask. This suggests that consistent with previous research [ 6 ], consumers will invest effort to obtain the desired product despite factors, such as availability, that make it difficult. Ajzen’s [ 19 ] suggestion that perceived behavioral control should be measured using the same expectancy value model as attitude and subjective norm was useful, because it helped illuminate which factors influenced the perception of control.…”

“…Asian countries’ experience following the SARS epidemic suggests that consumers will need to be prepared to make decisions about the purchase of PPE, such as face masks, for the foreseeable future [ 5 ]. Previous research has demonstrated the relation between attitude and purchase intention [ 6 ]. For example, in a study on Pakistanis’ face mask attitudes and purchase intentions, attitudes toward face masks were found to have a positive and significant effect on purchase intention [ 7 ].…”