Factors influencing generation Y's purchase intentions of prototypical versus me-too brands
© 2016 Elsevier Ltd. 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 percei...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Pergamon
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/11210 |
| _version_ | 1848747744359874560 |
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| author | Quintal, V. Phau, I. Sims, D. Cheah, Isaac |
| author_facet | Quintal, V. Phau, I. Sims, D. Cheah, Isaac |
| author_sort | Quintal, V. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2016 Elsevier Ltd. 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. |
| first_indexed | 2025-11-14T06:54:01Z |
| format | Journal Article |
| id | curtin-20.500.11937-11210 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:54:01Z |
| publishDate | 2016 |
| publisher | Pergamon |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-112102017-09-13T14:56:19Z Factors influencing generation Y's purchase intentions of prototypical versus me-too brands Quintal, V. Phau, I. Sims, D. Cheah, Isaac © 2016 Elsevier Ltd. 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. 2016 Journal Article http://hdl.handle.net/20.500.11937/11210 10.1016/j.jretconser.2016.01.019 Pergamon restricted |
| spellingShingle | Quintal, V. Phau, I. Sims, D. Cheah, Isaac Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title | Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title_full | Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title_fullStr | Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title_full_unstemmed | Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title_short | Factors influencing generation Y's purchase intentions of prototypical versus me-too brands |
| title_sort | factors influencing generation y's purchase intentions of prototypical versus me-too brands |
| url | http://hdl.handle.net/20.500.11937/11210 |