Publication

Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior

De Cannière, Marie
De Pelsmacker, Patrick
Geuens, Maggie
Citations
Altmetric:
Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2009
Journal
Journal of Business Research
Book
Publication Volume
62
Publication Issue
1
Publication Begin page
82
Publication End page
92
Publication Number of pages
Collections
Abstract
Non-academic literature often refers to gay people as innovators, but academic evidence is lacking. To test whether gays and heterosexuals differ in innate and realized innovativeness, and whether the relationships between the variables in an innovativeness model differ for both groups, 833 Flemish respondents from a homosexual-tolerant region (i.e., Flanders) filled out a questionnaire that was posted on forums and newsgroups targeted at either a general or a homosexual population. MANOVA results reveal an important interaction effect between gender and sexual orientation. The gay men in the study are slightly more innovative than the heterosexual men, but the opposite holds true for the gay and heterosexual women. The relations between the constructs in the innovativeness model do not differ for the different groups.
Using real-life purchase behavior data of apparel and survey information, this study compares the Relationship Quality and the Theory of Planned Behavior models. The attitude towards the buying behavior, the subjective norm and perceived behavioral control (antecedents of the buying intention in the Theory of Planned Behavior) are better predictors of behavioral intentions than Relationship Quality. In both models intentions fully mediate the impact of attitudinal antecedents on behavior, both in terms of purchase incidence and purchase behavior (amount spent, number of visits, and types of products bought). Frequency and recency of prior buying behavior and, to a lesser extent, its monetary value, predict subsequent purchase incidence, above and beyond the impact of attitude and intention. Attitudinal antecedents of behavior significantly predict buying behavior, but they become insignificant when buying behavior is included in the model.
Research Projects
Organizational Units
Journal Issue
Keywords
Consumer Behaviour
Citation
Knowledge Domain/Industry
Other links
Embedded videos