Susceptibility to informational social influence on purchase decisions of designer label apparel: the mediating role of gender

This study examines susceptibility to informational social influence on purchase decisions of designer label apparel in Malaysia. The study focuses on the youth market with special consideration given to gender differences. Both direct and indirect influences were examined. A total of 319 youth participated in the study. Results indicate that gender differences do exist in susceptibility to informational social influence. The Asian society has been evolving into a brand conscious society and this brand conscious lifestyle is macroscopic in the younger generation, especially among older teens and young adults. In Malaysia, this youth market comprises generally of college and university students and young working adults. This lucrative segment makes up approximately 20% of the total population (www.statistics.gov.com) is expansively seen as sporting designer label apparel. Although numerous studies have been conducted on susceptibility to reference group influence (e.g. Martin and Bush, 2000; Bearden and Etzel, 1982; Feltham 1998) and gender differences (e.g. Auty and Elliot, 1998), these studies have been conducted in the USA and research done in Malaysia is scarce. Given the nature of the cultural difference in Asia and the growing popularity of designer label apparel, this study is deemed timely. The next section reviews relevant literature followed by the research objectives, methodology, analysis and discussion. Limitations of the study are also highlighted.