| From the early presentation by Rosenberg and Hovland (1960), three components---affect, cognition and conation---of attitude are introduced. Moreover, attitude is a result of learning and is strongly influenced by personal experience, family and friends, and marketing strategy. This research utilized the Triandis behavioral model and Fishbein and Ajzen's Theory of Reasoned Action as a framework to exam consumers' apparel purchase behavior. Triandis's model treats attitude toward the act and social-normative considerations as determinants of intentions. However, departing from the TRA model, Triandis separates attitude toward the act into two terms: affect toward the act and the value of the perceived consequences of the act. The purpose of this study was to examine the emotional responses while consumers are shopping, consumer attitudes toward apparel shopping, subjective norms, individual differences, and demographic factors for U.S. and Taiwan consumers' apparel purchase intentions and purchase behavior.; The results indicated that the emotions while consumers are shopping for apparel have an effect on consumers' apparel purchase intention in both U.S. and Taiwan consumers. Consumer attitude toward apparel shopping had a significant effect on Taiwan consumers' apparel purchase intention, but not on U.S. consumers. The subjective norm had a positive effect on consumers' apparel purchase intention for U.S. consumers, but not for Taiwan consumers. Consumers' purchase intention mediates between the purchase antecedent variables, attitude, emotion, and subjective norm, and apparel purchase behavior in both U.S. and Taiwan consumers. The result of this research found the Triandis Model can predict consumer apparel purchase intention more accurately than the TRA model. Other results found in this research were the consumers' need for emotion had a moderating effect on apparel purchase intention and negative emotional responses for U.S. consumers. In addition, the consumers' level of apparel involvement had a moderating effect on apparel purchase intention and positive emotional responses for Taiwan consumers. |
