Una exploración de los factores que influyen en la toma de decisiones de compra de los consumidores de prendas de vestir
Palabras clave:
Criterios de elección de ropa, contribución de diferentes factores, estilos de toma de decisiones, intrínseco y extrínseco.Resumen
El objetivo del presente estudio fue examinar la asociación y contribución de factores personales, factores sociales, factores psicológicos, medios de comunicación y criterios de elección de ropa en los estilos de toma de decisiones de las consumidoras. Se reclutó una muestra intencional de 443 mujeres consumidoras con un rango de edad de 15-55 años (M = 28.62, SD = 6.69) de varios centros comerciales y hogares de Karachi. El siguiente conjunto de cuestionarios de encuesta se utilizó en el presente estudio para evaluar las variables de interés: Formulario breve de entrevista semiestructurada, Medida de influencia de factores sociales, Medida de lista de valores (LOV; Kahle, 1985), Función de reducción de riesgo de la escala de marca ( Fischer, Völckner y Sattler, 2010), Función de demostración social de la escala de marca (Fischer, Völckner y Sattler, 2010), Medida de influencia de los medios de comunicación (Shin y Dickerson, 1999), Medida de criterios de elección de ropa (Eckman, Damhorst y Kadolph , 1990), Consumer Style Inventory (CSI; Sproles & Kendall, 1986) y Brand Relevance in Category (BRiC; Fischer, Völckner, & Sattler, 2010). El análisis de regresión lineal, el análisis de regresión múltiple y la macro de proceso de Hayes (2013) se utilizaron para probar la hipótesis del presente estudio. Estos hallazgos proporcionan información útil sobre los factores que influyen en los estilos de toma de decisiones de compra de prendas de vestir de las consumidoras en general y al tomar decisiones de compra de prendas de marca. Estos hallazgos tienen implicaciones importantes para los fabricantes, comercializadores y minoristas en la industria de la confección.
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