Integrating theories to predict clothing purchase on SNS

Abstract

Purpose The purpose of this paper is to design and test a conceptual model integrating uses and gratifications (UGT), self-image congruity (SIC), and theory of planned behavior (TPB) theories to identify the drivers that lead users to develop intentions to purchase clothing products through social networking sites (SNS). Design/methodology/approach Using an online questionnaire, data were collected from customers of clothing products who visit the SNS of their preferred clothing brands (n=1,003). Empirical results, using partial least squares regressions, were used to test the conceptual model. Findings The results supported the model and showed, as the main result, that purchase intention through the use of SNS is positively affected by intentions to use SNS and SNS use. SNS use is influenced by intentions to use SNS and by UGT. Intentions to use SNS are positively affected by UGT, attitude and perceived behavioral control (PBC). Attitude is positively influenced by UGT, SIC, PBC and subjective norm. Social implications These findings reveal that the critical elements in achieving purchase intentions in users through SNS include obtaining their participation by managing the SNS according to users’ self-image and offering useful gratifications. Originality/value This paper integrates theories of SIC, UGT and the TPB in a context of technology post-adoption to understand users’ purchase intentions through SNS. By establishing this novel theoretical integration approach, this paper furthers insight into purchase intentions through SNS.

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

“…To achieve this, we investigated a novel conceptual model which explains the impact of social networking sites advertisements, on consumer purchases decision: mediated by brand. As a primary contribution, this research showed that there was a positive relationship between social networking sites advertisement and consumer purchase decision, these results are consistent with previous studies, where the researcher found that SNS had a significant direct effect on consumer purchase intention towards clothes brands in Spain (Pujadas-Hostench et al, 2019a, 2019b. These results indicated that, when the consumer realizes the clothes brand advertisement in SNS they would be willing and interested in that brands which led them make a decision in purchasing that specific clothes brand which in turn resulting in their actual baying behavior (Touchette et al, 2015).…”

Antecedents of Continuance Intention of Social Networking Services (SNS): Utilitarian, Hedonic, and Social Contexts

“…Te dominant dissemination and development of SNS create various derivative areas beyond the unique functions and roles of SNS. Many sellers and buyers trade goods through social media platforms [3]. Political parties promote their policies through social media and demonstrate the excellence of their candidates [4].…”

“…Previous studies have not refected all three contexts in a balanced way when illuminating SNS user behavior. Tey have introduced only utilitarian context and hedonic context [7,25], hedonic context and social context [19], personal inclinations and social impacts [3,6,26], social factors and security [27], or the impact of COVID-19 [28] in the process of building the theoretical models. However, the current study focuses on the unique roles of SNS and examines user behavior by employing utilitarian, hedonic, and social factors.…”

Factors Influencing Users’ Satisfaction Towards Image Use in Social Media: A PLS-SEM Analysis

“…The theory of UGT explains how people use media, and investigates the various gratificationsthatdrivemediause [14].UGTemphasizesthevariouseffectsofgratifications on people's motivation to engage in behaviors [15]. Moreover, several research studiesusedUGTtoexamineandexplorewhyindividualsusedsocialmediaandthe benefitsgainedwhenconsumingmedia,connecting,andalsoexchangingcontentand knowledge from those media using various media [16]. Users will continue to interact with social media if their satisfaction and desires are in line with the platform [17].…”