Recent perspectives in Retailing and Consumer research field have highlighted how consumer behaviour often satisfies functions of expressing consumer's personal and social identity. Our study has considered the Self- Expressive Behaviour model (SEB; Mannetti & Pierro, 2004) as an extended version of Theory of Planned Behaviour (Ajzen, 1991). In the SEB model, the dimension of Self-Identity is framed hypothesizing its significant influence on purchase processes. The intention to buy a particular hi-tech product (Apple iPhone 4) was studied in a sample of 250 Italians. Data analyses showed the higher explanatory power of the SEB model, which contributes significantly in the explanation consumer's intention.
Self-expressive behaviour and symbolic aspects of consumer conducts: explaining the role of Self-Identity in purchase models of hi-tech product.
aiello, a.
Membro del Collaboration Group
;
2011-01-01
Abstract
Recent perspectives in Retailing and Consumer research field have highlighted how consumer behaviour often satisfies functions of expressing consumer's personal and social identity. Our study has considered the Self- Expressive Behaviour model (SEB; Mannetti & Pierro, 2004) as an extended version of Theory of Planned Behaviour (Ajzen, 1991). In the SEB model, the dimension of Self-Identity is framed hypothesizing its significant influence on purchase processes. The intention to buy a particular hi-tech product (Apple iPhone 4) was studied in a sample of 250 Italians. Data analyses showed the higher explanatory power of the SEB model, which contributes significantly in the explanation consumer's intention.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
