Description: Retailers increasingly are connecting with consumers using social media. This two-way, networked communication method facilitates word-of-mouth that may ultimately impact retailer loyalty. The purpose of this study was to examine motivations of consumers’ purchase intention from apparel Facebook retailers, and the relationship between purchase intention and loyalty. Consumer motivations were examined in terms of the utilitarian values of cost, convenience, and information and the hedonic values of experiential shopping, bargain perception, sociability, and curiosity. The relationship of purchase intention and loyalty also was investigated. The instrument was developed from existing scales drawn from literature. A consumer panel (N = 250) of Facebook users that connect to apparel retailers was used to collect data through an online Qualtrics survey. Statistical analysis included descriptive statistics of frequency and crosstab distributions, factor analysis, and regression analysis. Factor analysis resulted in four dimensions including convenience, information, experience, and bargains. All motivators were found to be significantly related to both purchase intention and loyalty for this consumer group. The variable with the strongest relationship to both purchase intention and loyalty was experience. Additionally, a strong relationship was found between purchase intention and loyalty. Lastly, practical business implications are reviewed, in addition to limitations of the study.
Date: May 2014
Creator: Anderson, Kelley B.