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dc.contributorUniversitat Ramon Llull. IQS
dc.contributor.authorPujadas Hostench, Jordi
dc.contributor.authorPalau i Saumell, Ramon
dc.contributor.authorForgas Coll, Santiago
dc.contributor.authorSánchez García, Javier
dc.date.accessioned2020-07-15T06:21:44Z
dc.date.accessioned2023-07-13T05:43:59Z
dc.date.available2020-07-15T06:21:44Z
dc.date.available2023-07-13T05:43:59Z
dc.date.issued2019-09
dc.identifier.urihttp://hdl.handle.net/20.500.14342/1010
dc.description.abstractPurpose The purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC). Design/methodology/approach Data were collected from 1,003 followers of their favorite clothing brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1. Findings The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use. Practical implications This research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase. Originality/value This research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands’ SNS pages.eng
dc.format.extent42 p.cat
dc.language.isoengcat
dc.publisherEmeraldcat
dc.relation.ispartofOnline Information Review, 2019, vol. 43, num. 5, p. 867-892cat
dc.rights© Emerald Publishing
dc.rightsAttribution-NonCommercial 4.0 International
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/
dc.sourceRECERCAT (Dipòsit de la Recerca de Catalunya)
dc.subject.otherXarxes socialscat
dc.subject.otherConsumidors--Conductacat
dc.subject.otherConsumidors--Actitudscat
dc.subject.otherComportament informacionalcat
dc.subject.otherTheory of planned behaviourcat
dc.subject.otherPurchase intentionscat
dc.subject.otherSelf-image congruitycat
dc.subject.otherUses and gratificationscat
dc.titleClothing brand purchase intention through SNScat
dc.typeinfo:eu-repo/semantics/articlecat
dc.typeinfo:eu-repo/semantics/acceptedVersioncat
dc.rights.accessLevelinfo:eu-repo/semantics/openAccess
dc.embargo.termscapcat
dc.subject.udc02
dc.identifier.doihttps://doi.org/10.1108/OIR-02-2017-0042cat


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