Abstract

The main purpose of this study is to examine the relative influence of utilitarian, recreational, and socialization motives on Jordanian young consumers search for dress information using self-confidence as an intervention variable. Based on a random sampling technique, the self-administered questionnaire was used to solicit the responses of graduate and undergraduate college students ranging in age from 18 to 24 years. The principal component analysis using varimax rotation method and confirmatory factor analysis were used to validate the research model. Multiple regression analysis using Structural Equation Modeling and bootstrapping analyzes in AMOS 7 were used to examine the direct and indirect influences of shopping motives whilst the Independent-Sample T test and One-Way ANOVA techniques were conducted to measure the variability of model’s variables across subjects’ gender and an annual income. Principally, results indicate that the unique contribution of the total influence on consumer self-confidence is associated with utilitarian motives while the recreational motives scored the highest total impacts on searching for dress information. The consumer self-confidence and recreational motives have positively scored the highest direct influences on searching for dress information while the highest intervening influence is connected with utilitarian motives. However, this study enriches the existing literature with new findings related to consumers’ motives within the context of collectivist culture. In terms of marketing implications, limitations, and recommendations for future research were also discussed.

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