Factors influencing generation Y’s purchase intentions of prototypical versus me-too brands |
| |
| Institution: | 1. Queensland University of Technology, Vlerick Business School, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;2. Queensland University of Technology, 2 George Street, P Block Level 8, Brisbane, QLD 4000, Australia;3. Griffith University, Gold Coast Campus, Parklands Drive, Southport, QLD 4215, Australia;4. Woolworths Ltd., 1 Woolworths Way, Bella Vista, NSW 2153, Australia;5. Vlerick Business School, KU Leuven, Vlamingenstraat 83, 3000 Leuven, Belgium;1. International Management Institute, Kolkata, India;2. International Management Institute, Delhi, India;1. Niederrhein University of Applied Sciences, Reinarzstraße 49, 47805 Krefeld, Germany;2. University of Duisburg-Essen, Mercator School of Management, Chair of Service Management and Retailing, Lotharstrasse 65, 47057 Duisburg, Germany |
| |
| Abstract: | The current study examines self-confidence, perceived quality, extrinsic attributes and perceived risk as drivers and inhibitors of Generation Y’s purchase intentions of prototypical and me-too brands. A survey of 348 respondents demonstrated that self-confidence and perceived quality produced significant positive effects on purchase intentions for the me-too brands. Extrinsic attributes produced a significant positive effect on purchase intentions for the prototypical brand. Perceived financial/performance risk produced a significant negative effect on purchase intentions for both the prototypical and me-too brands, while perceived psychological risk produced a significant negative effect on purchase intentions for the prototypical brand. Understanding the factors underlying Gen Y’s consumer behaviour is crucial, particularly due to their considerable consumption potential and the increasing sophistication of brand marketing in the marketplace. |
| |
| Keywords: | Prototypical brands Self-confidence Perceived quality Extrinsic attributes Perceived risk Purchase intentions |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
