The Impact of Motivation, Attitude, Quality, Availability, and Advertisement on the Purchase Intention for Fashion Clothing

In addition to the fulfilment of a basic human need of protection and functionality, fashion clothing can also be used by individuals as a means of improving self-image and communicating one's social class. However, fashion has a very short product life cycle and is dependent on changing trends. There is scant research into the impact of both psychological and marketing concepts on the intention to purchase fashion clothing. The purpose of the study was to use both the psychological antecedents of attitude and motivation and marketing concepts of product quality, advertisement and availability, to explain customer's purchase intention. Data were collected from 178 participants aged between 18 and 60 and analysed using the Statistical Package for the Social Sciences (SPSS) and structural equation modeling. The outcome of the investigation reveals a positive relationship between attitude, motivation, advertisement, availability, quality and customers's purchase intention. The contribution and limitations of the study were also discussed.