Attitudinal and psychological factors affecting perceived value and buying intention for fashion garment in Myanmar market

Abstract

The purposes of the quantitative research are: (1) to investigate the effect between attitudinal factors including product expectation, brand awareness and reference effects and perceived value for fashion garment (2) to investigate the effect between psychological factors including product relationship and perceived personal lifestyle and perceived value for fashion garment (3) to investigate the effect between product expectation, brand awareness and reference effects and buying intention for fashion garment (4) to investigate the effect between product relationship and perceived personal lifestyle and buying intention for fashion garment, and (5) to investigate the effect between perceived value and buying intention for fashion garment. The 400 samples are selected from Myanmar people who lived in Yangon, Myanmar, by using the purposive sampling method. The conducted questionnaire is used as an instrument to collect the data. The Simple Regression and Multiple Regression Analyses are employed for hypothesis testing at 0.05 level of statistically significance. This present research findings showed that attitudinal factors and psychological factors positively affected perceived value and buying intention for fashion garment in Myanmar market. In addition, perceived value also positively affected buying intention for fashion garment in Myanmar market.