Factors Influencing Teenagers' Purchase Intention towards Celebrity-endorsed Apparels: A Case Study

Abstract

This research aims to investigate the relationship between psychological factors (motivation), socio-cultural ones (social classes, culture, subcultures and economic situation), product attributes (price, quality, brand, attraction, fashion, trustworthiness and prestige), attitude (feelings about celebrity-endorsed apparel) and teenager’s purchase intention towards celebrity-endorsed apparels. this study is also focus on the difference on teenager’s purchase intention towards celebrity-endorsed apparel based on age levels, gender and education levels. The research used self-administered questionnaires. The target population was teenagers in the city of Changsha, China, 12 to 19 years old considered to be potential buyers of celebrity-endorsed apparels. The data was collected from 384 young students in six schools in the Changsha area only. There were seven hypotheses. The results show a significant relationship between attitude of the teenagers in Changsha towards celebrity-endorsed apparels and their purchase intention; and between psychological factors, product attributes and purchase intention. On the contrary, there were no difference in purchase intention based on age levels, gender and education levels. There was also no relationship between socio-cultural factors and teenagers’ purchase intention towards celebrity-endorsed apparels. Price and brand were shown to be related to purchase intention. Most of teenagers in this city would consider purchasing celebrity-endorsed apparels.