The relationships between product personality, attitude, and purchase intention towards Malaysian batik

Yee , Sook Fei (2013) The relationships between product personality, attitude, and purchase intention towards Malaysian batik. Masters thesis, University Malaysia Sabah.

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Abstract

The purpose of this study is to examine the relationships between product personality, attitude and purchase intention towards Malaysian batik. Product personality is independent variable, attitude as the mediator while purchase intention is the dependent variable. The product personality dimensions namely 1) sincerity, 2) excitement, 3) competence, 4) sophistication and 5) eastern value were adapted from Aaker (1997). Dimension eastern value is considered to be a reverse dimension of ruggedness and fits to the attributes of Malaysian batik. The target respondents were government employees and 280 sets of data were collected for data analysis. Factor analysis on product personality produced seven factors namely 1) Sincerity, 2) excitement, 3) competence, 4) sophistication, 5) eastern value, 6) appropriate and 7) emotionality. However, only dimensions eastern value, appropriate and emotionality were positively significant to purchase intention. For the attitude, dimensions excitement, sophistication and eastern value were positively influenced the consumer attitude towards Malaysian batik. Overall, the relationships between product personality, attitude and purchase intention were positively correlated. For the mediator effect, the dimension of eastern value has found to be partially mediated by attitude. It indicated that attitude had direct or indirect relationship between eastern value and purchase intention. This study has made some contributions to academicians and practitioners.

Item Type:Thesis (Masters)
Uncontrolled Keywords:product personality, attitude, purchase intention, Malaysian batik
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:8939
Deposited By:IR Admin
Deposited On:05 May 2014 12:41
Last Modified:05 May 2014 12:41

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