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http://dx.doi.org/10.5850/JKSCT.2019.43.5.699

The Effects of Social Norms and Perceived Benefits on Purchase Intention for the Fashion Products of Social Enterprises  

Seo, Min Jeong (Dept. of Fashion Design, Jeonbuk National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.5, 2019 , pp. 699-710 More about this Journal
Abstract
This study focuses on social norms and perceived benefits that are expected to lead to purchase fashion goods selling by social enterprises that can help guide the establishment of effective sales strategies for social enterprises. The relationships among two social norms (injunctive norms and descriptive norms), three perceived benefits (cause benefits, psychological benefits, and social image benefits), and purchase intention were investigated respectively. Data were collected via an online web survey and 11 hypotheses were statistically tested by using PLS-SEM analysis. Purchase intention toward the fashion products of social enterprises was influenced by four antecedent variables (injunctive and descriptive norms, cause and psychological benefits) excluding only social image benefits. However, descriptive norms only affected psychological benefits while injunctive norms only affected social image benefits. The findings suggest that the owners or marketers of social enterprises need to create a social atmosphere in which more consumers buy the fashion goods for social enterprises and emphasize consumers' psychological benefits that they feel mentally more comfortable by purchasing the fashion goods of social enterprises.
Keywords
Injunctive norm; Descriptive norm; Cause benefit; Psychological benefit; Social image benefit;
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Times Cited By KSCI : 2  (Citation Analysis)
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