Female Consumers' Attitudes and Purchase Intentions toward Intimate Apparel Brand

Abstract

The purpose of this study was to examine female consumers' attitudes and purchase intentions toward intimate apparel brands. To understand female consumers' shopping behaviors for intimate apparel products, this study examined interrelationships among brand familiarity, perceived risk, attitudes, and purchase intentions toward intimate apparel brands. A conceptual model was developed by adopting perceived risk theory (Cox, 1967) and theory of reasoned action (Ajzen & Fishbein, 1980). A pre-survey using a paper and pencil was conducted to identify the most familiar intimate apparel brand to young female consumers. The majority of pre-survey respondents (66 female college students) indicated Victoria's Secret as the most prominent intimate apparel brand. Therefore, Victoria's Secret was used to examine possible effects of brand familiarity on perceived risk and attitudinal and behavioral responses toward the brand. Using a web-based survey, 384 complete responses were collected from young female college students between the ages of 18-29 at a Mid-southern U.S. university.A structural equation modeling was employed to test the proposed research model and hypotheses. Results showed positive, statistically significant associations among the four variables (e.g., brand familiarity, perceived risk, attitudes, and purchase intentions). The findings suggested that young female consumers who are familiar with a particular intimate apparel brand are likely to perceive a low level of risk, leading to positive, strong attitudes with purchase intentions toward that particular intimate apparel brand. This suggests establishing brand familiarity through integrated marketing communication is crucial for risk reduction strategy in intimate apparel shopping.

Social media influencers: The formation and effects of affective factors during online interactions

“…Both intimacy and familiarity are related to purchase intention, with intimacy having a stronger impact, which is consistent with the findings of Gefen (2000) and Rose et al (2016). This may be explained by the fact that people can follow and be familiar with a lot of social media influencers at the same time, but to affect followers' purchase intention, a more intense emotional bond, that is intimacy, is needed.…”

Religiosity and purchase intention: an Islamic apparel brand personality perspective

“…The first section of the questionnaire consists of twenty-three statements to measure participants’ RG, adopted from (El-Menouar, 2014; Farrag and Hassan, 2015). The second section presents twenty-six statements related to the TPB, sources of items were adopted from Elseidi (2018), Rose et al (2016), Khalek and Ismail (2015), Othman and Rahman (2014), Kim and Karprova (2010) and Ajzen (2006). In the third section, the questionnaire was concerned with measuring respondents’ perception of IABP given the generated traits by Zaki et al (2023) that seemed to be strongly related to the Egyptian context.…”