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Factors influencing generation Y’s purchase intentions of prototypical versus me-too brands

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  • Quintal, Vanessa
  • Phau, Ian
  • Sims, Daniel
  • Cheah, Isaac

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.

Suggested Citation

  • Quintal, Vanessa & Phau, Ian & Sims, Daniel & Cheah, Isaac, 2016. "Factors influencing generation Y’s purchase intentions of prototypical versus me-too brands," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 175-183.
    • Handle: RePEc:eee:joreco:v:30:y:2016:i:c:p:175-183
    DOI: 10.1016/j.jretconser.2016.01.019
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    2. Ladhari, Riadh & Gonthier, Jessica & Lajante, Mathieu, 2019. "Generation Y and online fashion shopping: Orientations and profiles," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 113-121.
    3. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    4. Šárka Velčovská & Dominika Hadro, 2018. "Generation Y Perceptions and Expectations of Food Quality Labels in the Czech Republic and Poland," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(1), pages 325-334.
    5. Reza Azizpour & Tayebeh Abbasnejad & Malihe Siyavooshi, 2016. "Effective Factors on Purchasing Intention of Cosmetics and Health Products in Tehran City," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 449-458, November.
    6. Mortimer, Gary & Fazal-e-Hasan, Syed Muhammad & Grimmer, Martin & Grimmer, Louise, 2020. "Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    7. Maximiano Ortiz-Pimentel & Carlos Molina & Guillermo Armando Ronda-Pupo, 2020. "Bibliometric assessment of papers on generations in management and business journals," Scientometrics, Springer;Akadémiai Kiadó, vol. 125(1), pages 445-469, October.

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