Does social capital on SNS drive generation Y consumers` purchase intentions for eco-friendly outdoor sportswear? = Does social capital on SNS drive generation Y consumers` purchase intentions for eco-friendly outdoor sportswear?
저자
발행기관
학술지명
권호사항
발행연도
2016
작성언어
Korean
주제어
자료형태
학술저널
수록면
152-155(4쪽)
제공처
중단사유
※ KISS의 서비스 중단으로 원문이 제공되지 않습니다.
Introduction: Recently, a lot of popular sportswear brands (e.g., Adidas, Lululemon, Nike, Patagonia, Under Armour) have gradually launched environmentally friendly outdoor clothing lines and marketing campaigns to promote exposure to the released fashions. Furthermore, due to free access to useful resources, as well as developments in social and mobile technology, online consumers may easily make purchased decisions using network services (e.g., Blog, Facebook, Instagram, Twitter, YouTube, Pinterest). Through social network sites (SNSs), consumers can gain awareness about environmental concerns and this leads to an increase in their purchase intentions for eco-friendly products (Srinivas, 2015). However, in spite of efforts and practices aimed at developing sustainable products for sportswear companies and the incredible increase of social network users, young consumers still lack information and awareness regarding eco-friendly products and apparel (Kibben, 2014). In this study, eco-friendly outdoor sportswear (called green/ sustainable activewear) refers to outdoor sportswear product line that minimizes water and energy and causes less damage to the environment and to use recycling or natural material. Purpose: The aim of this study is to investigate how Generation Y consumers’ social capital on social network sites (SNSs) influence brand awareness, brand image, and attitude towards consumers’ purchase intentions for eco-friendly outdoor sportswear. Hypotheses in the conceptual model are composed based on literature reviews. Review of Literature: Social capital is defined as “investment in social relations by an individual through which they gain access to embedded resources to enhance expected returns of instrumental or expressive action” (Lin, 1999, p. 39). Also, social capital provides resources generated from SNSs, which then benefits social relations (Coleman, 1988). The utility of SNSs has been discovered to improve users’ perceptions of both their bonding and bridging social capital and to gradually enhancing bridging social capital (Steinfield et al., 2010). Bonding social capital refers to the strong ties and tightly-knit relationships between individuals and their intimate friends or family, including expressions of emotional support, confidence, and trust, as well as sharing of information, and through social network sites (Chi, 2011). On the other hand, bridging social capital refers to weak ties, causal connections, and distant acquaintances (e.g., friends of friends) who share and diffuse information, ideas, and experiences on SNSs (Chi, 2011). Therefore, social capital on SNSs can lead to a variety of benefits such as useful information and enhance contact with other people and with branding communities (Kavanaugh et al., 2005). Moreover, brand awareness, the potential availability of a brand in the mind of the consumer, is regarded as a precondition for brands to be considered within the repertoire of purchase options; this indicates brand awareness’s critical role in brand knowledge (Keller, 2003). High brand awareness would provoke consumers to purchase and, thus, increase the chance of the brand to be purchased (Hoyer & Brown, 1990). Keller (2003) found significant relationships among brand awareness, brand image, and brand attitude towards purchase behavior. Brand images were also found to have a positive influence on brand attitude regarding the effects of social media on brand equity creation (Bruhn, Schoenmueller, & Schafer, 2012). Wang (2009) indicated that brand attitude is considered to be a good indicator of behavioral intention. Since the behavioral intention to purchase is a psychological variable, it has been identified as an intervening variable between attitude and actual behavior (Miniard, Obermiller, & Page, 1983). Based on previous findings, the following hypotheses in the proposed conceptual model were developed for this study. Hypothesis 1: Social capital on SNS has a positive influence on (a) brand awareness; (b) brand image; and (c) attitude towards eco-friendly outdoor sportswear. Hypothesis 2: Band awareness has a positive influence on attitude. Hypothesis 3: Brand image has a positive influence on attitude. Hypothesis 4: Attitude has a positive influence on purchase intention for eco-friendly outdoor sportswear. Methodology: A quantitative research approach will be employed to investigate the research hy-potheses for this study. The participants will receive an email invitation linked to a web-based questionnaire. The study``s purpose and informed consent elements will be introduced to partic-ipants through a recruitment letter with an embedded hyperlink directing students to the short questionnaire that takes approximately 10 minutes to complete. The potential sample size will be determined based on power analysis. It is estimated that our sample size will be approximately 300 participants, Generation Y consumers born during the 1980s and early 1990s, based on effect size (∫² =0.15) and power (0.8) with a sample size of more than 220 (Hair et al., 2009). A ques-tionnaire will be modified and adapted from previous studies and all items will include the meas-urement of a five-point Likert-type scale (1=strongly disagree to 5= strongly agree). Twenty items eliciting participant responses about social capital on SNS, four items for brand awareness, seven items for brand image, three items for attitude, and three items for purchase intention will be adapted (Bruhn et al., 2012; Williams, 2006). Also, demographic information (e.g., age, gender, ethnicity, college, school year, etc.) will be gathered through several questions. The analysis will involve two general steps. The first step of the Structural Equation Model (SEM) procedure will incorporate the measurement components of the model. Confirmatory Factor Analysis (CFA) will be conducted to analyze the overall factor structure and construct validity of the scales measuring theoretically related constructs. Upon validation of the measurement model, the next step involving the SEM method will be used to examine the hypothesized interrelationships among the constructs using AMOS 23. In summary, this study will examine whether social capital in SNSs has a positive effect on brand awareness, brand image, and attitude as mediator variables towards purchase intention for eco-friendly outdoor sportswear by fitting a simultaneous equations model. Expected implication: It is expected that results of this study will be enhanced young consumers’ attitude towards the eco-friendly outdoor sportswear based on this proposed framework. What is more, brand awareness, brand image, and the attitude as mediator variables will plays a vital role between social capital and purchase intention for eco-friendly outdoor sportswear in the proposed conceptual model. This study will not only provide useful information regarding eco-friendly outdoor sportswear, but also educate consumers by supplying knowledge about eco-friendly products through social capital on SNSs. If generation Y consumers are interested in purchasing eco-friendly outdoor sportswear, it may be easy for young consumers to obtain information on and resources for eco-friendly outdoor sportswear. Furthermore, branding strategies in social media can change young consumers’ attitudes towards and purchase intentions for eco-friendly outdoor. Therefore, sportswear retailers and designers should deeply understand young consumers’ purchase behaviors and develop effective marketing strategies to promote eco-friendly outdoor sportswear so that young consumers’ purchase intentions can be fully stimulated. Our conceptual model may provide a useful tool for examining a variety of eco-friendly products in future research.
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