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Factors Affecting Consumers’ Behavioural Intention Towards Apparel Stores: A Test of the Mediating Role of Brand Satisfaction

General problems of the fibre and textile industries

Authors:

  • Turhan Gülden
    Department of Textiles, Technical Education Faculty, Marmara University, Istanbul, Turkey
  • Özbek Ahmet
    Department of Textiles, Gerze Vocational High School, Sinop University, Sinop, Turkey

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Abstract:

The research studied the factors that affect consumers’ behavioural intention towards apparel stores. Three different aspects of behavioural intention were examined: consumers’ purchase intention (PI), willingness to pay more (WPAY), and brand recommendation (RECM). Specifically the authors propose a model in which consumer satisfaction with the store brand mediates the effects of attitude towards sales personnel and the convenience of the store’s payment conditions or options on PI, WPAY, and RECM. The relationships hypothesized in the model were tested using two apparel store brands familiar to consumers in the city of Istanbul, Turkey. All findings were in favour of the model proposed for both apparel store brands studied, which were either a sample of men or women.

Tags:

satisfaction, willingness to pay more, purchase intention, recommendation,
payment conditions, attitude towards sales personnel.

Citation:

Turhan G, Özbek A. Factors Affecting Consumers’ Behavioural Intention Towards Apparel Stores: A Test of the Mediating Role of Brand Satisfaction. FIBRES & TEXTILES in Eastern Europe 2013; 21, 1(97): 7-13.

Published in issue no 1 (97) / 2013, pages 7–13.

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