EXPLORING FACTORS AFFECTING CONSUMERS’ INTENTION TOWARD PURCHASING IMITATION JEWELRY: AN EXTENSION OF THEORY OF PLANNED BEHAVIOR

##plugins.themes.academic_pro.article.main##

Samir DAS
Md. Mahiuddin SABBIR

Abstract

This study examines the influencing factors those affect Bangladeshi consumers’ attitude and intention towards purchasing imitation jewelry through the conceptual extension of a theoretical model known as Theory of Planned Behavior (TPB). The authors proposed an Extended Theory of Planned Behavior (ETPB), consisting of seven factors: attitude, subjective norms, perceived behavioral control, product knowledge, value consciousness, fashion innovativeness and behavioral intention. Structural Equation Modeling (SEM) was employed to measure the impacts of the constructs that were analyzed in the study via AMOS 23. The results of the analysis provided empirical evidence for the hypotheses suggesting that value consciousness is more important than fashion innovativeness in influencing consumer attitude towards purchasing imitation jewelry. Furthermore, attitude, subjective norms, perceived behavioral control and product knowledge have significant impact on consumer intention towards purchasing imitation jewelry. Based on what emerged from the analysis, the study has suggested interesting theoretical and managerial implications.

##plugins.themes.academic_pro.article.details##

How to Cite
DAS, S., & SABBIR, M. (2019). EXPLORING FACTORS AFFECTING CONSUMERS’ INTENTION TOWARD PURCHASING IMITATION JEWELRY: AN EXTENSION OF THEORY OF PLANNED BEHAVIOR. TURKISH JOURNAL OF MARKETING, 4(3), 221-240. https://doi.org/10.30685/tujom.v4i3.61

References

Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In Action Control (pp. 11–39). Berlin, Heidelberg: Springer Berlin Heidelberg.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Allport, G. W. (1967). Attitudes in Attitude Theory and Measurement. New York, NY, USA: John Willey Sons.
Amin, M., Uthamaputhran, S., & Ali, F. (2015). The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia. International Journal of Innovation and Learning , 17(4), 516–528.
Ang, H. S., Cheng, P. S., Lim, E. A. C., & Tambyah, S. K. (2001). Spot the difference: consumer responses towards counterfeits. Journal of Consumer Marketing, 18(3), 219–235.
Baker, W. E., Gahtani, A. S. S., & Hubona, G. S. (2007). The effects of gender and age on new technology implementation in a developing country. Information Technology & People, 20(4), 352–375.
Bandura, A., Adams, N. E., & Beyer, J. (1977). Cognitive processes mediating behavioral change. Journal of Personality and Social Psychology, 35(3), 125–139.
Bandura, A., Adams, N. E., Hardy, A. B., & Howells, G. N. (1980). Tests of the generality of self-efficacy theory. Cognitive Therapy and Research, 4(1), 39–66.
Bartleby. (2009). Artificial / Imitation Jewelry Sourcing & Market Feasibility Report. |Retrieved from https://www.bartleby.com/essay/Artificial-Imitation-Jewelry-Sourcing-Market-Feasibility-Report-PKSEWE9KRZYS
Beaudoin, P., & Lachance, M. J. (2006). Determinants of Adolescents’ Brand Sensitivity to Clothing. Family and Consumer Sciences Research Journal, 34(4), 312–331.
Beaudoin, Pierre, Moore, M. A., & Goldsmith, R. E. (2000). Fashion Leaders’ and Followers’ Attitudes Toward Buying Domestic and Imported Apparel. Clothing and Textiles Research Journal, 18(1), 56–64.
Bian, X., & Moutinho, L. (2009). An investigation of determinants of counterfeit purchase consideration. Journal of Business Research, 62(3), 368–378.
Bloch, P. H., Bush, R. F., & Campbell, L. (1993). Consumer “accomplices” in product counterfeiting: a demand side investigation. Journal of Consumer Marketing, 10(4), 27–36.
Campbell, D. T. (1947). The generality of a social attitude. University of California, Berkeley.
Chang, M. K. (1998). Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior. Journal of Business Ethics, 17(16), 1825–1834.
Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior. Journal of Hospitality & Tourism Research, 30(1), 95–116.
Chin, W. W., Gopal, A., & Salisbury, W. D. (1997). Advancing the Theory of Adaptive Structuration: The Development of a Scale to Measure Faithfulness of Appropriation. Information Systems Research, 8(4), 342–367.
Conner, M., & Abraham, C. (2001). Conscientiousness and the Theory of Planned Behavior: Toward a more Complete Model of the Antecedents of Intentions and Behavior. Personality and Social Psychology Bulletin, 27(11), 1547–1561.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Orlando, FL, US: Harcourt Brace Jovanovich College Publishers.
East, R. (2000). Complaining as planned behavior. Psychology and Marketing, 17(12), 1077–1095.
Efrat, K., & Shoham, A. (2013). The theory of planned behavior, materialism, and aggressive driving. Accident Analysis & Prevention, 59, 459–465.
Fishbein, M. (1967). Readings in attitude theory and measurement. New York: John Wiley & Sons.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50.
Grossman, G. M., & Shapiro, C. (1988). Foreign Counterfeiting of Status Goods. The Quarterly Journal of Economics, 103(1), 79.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data Analysis (7th Ed.). Prentice-Hall, Upper Saddle River, NJ.
Hinton, P. R., Brownlow, C., McMurray, I., & Cozens, B. (2004). SPSS Explained.Tourism Planning & Development. London and New York: Taylor and Francis Group.
Jain, S., Khan, M. N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4–21.
Jewellery sector in jeopardy as artisans opt out (2017, December 1). Financial Express.
Johnson, E. J., & Russo, J. E. (1984). Product Familiarity and Learning New Information. Journal of Consumer Research, 11(1), 542.
Jordaan, Y., & Simpson, M. N. (2006). Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre. Journal of Family Ecology and Consumer Sciences, 14, 32–40.
Joseph, H. (2016). A Study on the Effect of Imitation Jewellery on Real Sales of Gold Jewellery. IJEMR, 6(07).
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36.
Kim, H., & Karpova, E. (2010). Consumer Attitudes Toward Fashion Counterfeits: Application of the Theory of Planned Behavior. Clothing and Textiles Research Journal, 28(2), 79–94.
Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997–1014.
Krijger, M. (2015). CBI Product Factsheet: Costume Jewellery in ltaly. Retrieved from https ://www.c bi.eu/sites/default/files/market_information/researches/product-factsheet-italy-costume-jewellery-20 15.pdf
Krishnan, A., & Nandhini, D. M. (2017). A study on the factors which leading customers to purchase gold jewellery with special reference to working women. International Journal of Mechanical Engineering and Technology (IJMET), 8(12), 1020–1029.
Kwong, T. C. H., & Lee, M. K. O. (2002). Behavioral intention model for the exchange mode Internet music piracy. In Proceedings of the 35th Annual Hawaii International Conference on System Sciences (pp. 2481–2490). Big Island, HI, USA: IEEE Comput. Soc.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520.
Lastovicka, J. L. (1979). Questioning the Concept of Involvement Defined Product Classes. ACR North American Advances, 06, 174–179.
Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing Coupon Proneness from VC: An Acquisition-Transaction Utility Theory Perspective. Journal of Marketing, 54(3), 54–67.
MarketWatch. (2019). Imitation Jewellery Market 2019 Global Industry Size, Share, Demand, Top Manufacturers, Industry Size, Future Growth by 2023: Industry Research Co. Retrieved from https://www.marketwatch.com/press-release/imitation-jewellery-market-2019-global-industry-size-share-demand-top-manufacturers-industry-size-future-growth-by-2023-industry-research-co-2019-07-26
Nunnally, J. C. (1978). Psychometric Theory. Psychological Bulletin (2nd ed.). New York: McGraw-Hill.
O’Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869–882.
Önder, Y., & Yeşilyurt, F. (2012). A study on modern jewelry designed with traditional Turkish ceramics and women’s acceptance of this jewelry. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(2), 271–287.
Orendorff, A. (2019). The Ecommerce Fashion Industry: Statistics, Trends & Strategy. Retrieved from https://www.shopify.com/enterprise/ecommerce-fashion-industry
Pan, A. (2008). China Gem and Jewelry Market Overview: Selling Jewelry in China - Albert Pan - Google Books.
Park, H., Burns, D. L., & Rabolt, N. J. (2007). FI, materialism, and attitude toward purchasing foreign fashion goods online across national borders. Journal of Fashion Marketing and Management: An International Journal, 11(2), 201–214.
Park, H. S. (2000). Relationships among attitudes and SN: Testing the theory of reasoned action across cultures. Communication Studies, 51(2), 162–175.
Peace, A. G., Galletta, D. F., & Thong, J. Y. L. (2003). Software Piracy in the Workplace: A Model and Empirical Test. Journal of Management Information Systems, 20(1), 153–177.
Penz, E., & Stottinger, B. (2005). Forget the Areal@ Thingbtake the Copy! an Explanatory Model For the Volitional Purchase of Counterfeit Products. Advances in Consumer Research, 32, 568–575.
Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of Consumer Marketing, 26(1), 15–27.
Raju, P. S., & Reilly, M. D. (1980). Product familiarity and information processing strategies: An exploratory investigation. Journal of Business Research, 8(2), 187–212.
Research and Markets. (2018). Global Imitation Jewelry Market 2019-2023. Retrieved from htt ps://www .researchandmarkets.com/reports/4721345/global-imitation-jewelry-market-2019-2023
Riquelme, H. E., Abbas, E. M. S., & Rios, R. E. (2012). Intention to purchase fake products in an Islamic country. Education, Business and Society: Contemporary Middle Eastern Issues, 5(1), 6–22.
Rogers, M. E. (1983). Diffusion of Innovations (3rd ed.). The Free Press.
Sabbir, M. M., Hossain, M. I., & Nomi, M. (2017). Analysis of Women’s Preference of lmitation Jewelry : Bangladesh Perspective Abstract. Journal of Business, Society and Science, 5, 44–53.
Schepers, J., & Wetzels, M. (2007). A meta-analysis of the technology acceptance model: Investigating SN and moderation effects. Information & Management, 44(1), 90–103.
SelvanPerumal, & Sapihan, A. R. (2017). Analysing Purchasing Intention of Counterfeit Sportswear Products in Klang Valley, Malaysia. IOSR Journal of Business and Management (IOSR-JBM) , 19(1), 77–81.
Sultana, M., Siddique, J. P., & Islam, S. (2015). Analysis of Consumer Behaviour in Jewellery Business: An Empirical Study on Bangladesh. European Journal of Business and Management, 7(5), 79–84.
Taylor, S., & Todd, P. (1995). Assessing IT Usage: The Role of Prior Experience. MIS Quarterly, 19(4), 561.
Toklu, I. T., & Baran, S. (2017). Attitude towards Counterfeit of Luxury Brands: A Research on Consumers in Turkey. International Journal of Academic Research in Business and Social Sciences, 7(11), 618–632.
Tom, G., Garibaldi, B., Zeng, Y., & Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology and Marketing, 15(5), 405–421.
Tommasetti, A., Singer, P., Troisi, O., & Maione, G. (2018). Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model. Sustainability, 10(7), 2580.
Trafimow, D., & Fishbein, M. (1994). The Moderating Effect of Behavior Type on the SN-Behavior Relationship. The Journal of Social Psychology, 134(6), 755–763.
Valente, T. W., & Rogers, E. M. (1995). The Origins and Development of the Diffusion of Innovations Paradigm as an Example of Scientific Growth. Science Communication, 16(3), 242–273.
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research, 11(4), 342–365.
Vogue Crafts and Design PVT Ltd. (2019). Latest Imitation jewelry trends in the Jewelry industry. Retrieved from https://www.voguecrafts.com/story/single/latest-imitation-jewelry-trends-in-the-je w elry -industry
Workman, J. E., & Caldwell, L. F. (2007). Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers. International Journal of Consumer Studies, 31(6), 589–596.
Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79.