An Investigation of the Antecedents and Consequence of Desire -An Example of the Boutique Clothing

Desire is one of the major motives in consuming luxurious products including boutique apparel. How to explore and utilize consumer's purchasing desire is one promising task for boutique industry. This study drew from the MGB model (Goal-directed behaviors model) of Perugini & Bagozzi, and a...

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Bibliographic Details
Published inXing Xiao Ping Lun Vol. 8; no. 2; p. 225
Main Authors Hsieh, Minghung, Chang, Yiching, Tsai, Shushen, Chiang, Nienying
Format Journal Article
LanguageEnglish
Published Sansia Academy of Taiwan Information Systems Research 01.07.2011
Subjects
Consumer behavior
Consumers
Market strategy
Motivation
Retail stores
Studies
Taiwan
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Summary:Desire is one of the major motives in consuming luxurious products including boutique apparel. How to explore and utilize consumer's purchasing desire is one promising task for boutique industry. This study drew from the MGB model (Goal-directed behaviors model) of Perugini & Bagozzi, and aimed to enhance the model with more empirical proofs. This study took the Boutique and clothing consumers in Taipei as examples, and use SEM analysis to verify the relationship between antecedents of formation of consumer's desire and buying intention to desire. The findings of the study show that utilitarian attitude and positive anticipated emotions have positive influence to desire; however, hedonistic attitude and subjective norms do not have significant impact on desire. Moreover, desire separately has mediating effect on the relationship between utilitarian attitude and purchasing intention; and between the anticipated emotion and purchasing intention. This study indeed sheds some light on the psychology of boutique clothing consumers and provides practical advice to marketing in the Boutique fashion industry. [PUBLICATION ABSTRACT]
ISSN:1813-4483