Young Adults’ Susceptibility to Interpersonal Influence: A Case of Apparel Purchases

Abstract

Purpose: This paper focuses on consumers’ susceptibility to interpersonal influence of young adults in the clothing apparels’ market in Malaysia. The researchers sought to clarify the relationship between interpersonal influences and young adults’ purchase decision, and the moderating impact of gender towards the relationship.   Design/methodology/approach: This study is exploratory in nature and adopts a quantitative approach. Primary data were obtained from young adults in Klang Valley (Malaysia) using mall intercept, by using 300 questionnaires were administrated using a multi-stage probability sampling technique to young adults between 19 to 30 years old.   Findings: Findings showed that value expressive, utilitarian, information, and brand consciousness influences were positively related to purchase decision. There are differences between genders toward the strength of interpersonal influence resulting in variation in their purchase decision.   Research limitations/implications: Different strategies should be designed to cater to both informational and brand consciousness influences between genders.   Originality/value: Marketers will be able to understand the importance of identifying the different susceptibility factors and gender attribute in their attempt to design different marketing strategies to attract customers.