2026-04-14T06:15:08Zhttps://recercat.cat/oai/request

oai:recercat.cat:20.500.14342/10102025-05-23T06:08:23Zcom_2072_482405com_2072_183628col_2072_482414

00925njm 22002777a 4500 dc Pujadas Hostench, Jordi author Palau-Saumell, Ramon author Forgas Coll, Santiago author Sánchez García, Javier author 2019-09 Purpose The purpose of this paper is to investigate the intention to purchase products through clothing brands’ social network sites (SNS) based on the theory of planned behavior and uses and gratifications theory (U&G), and the moderating effects of self-image congruity (SIC). Design/methodology/approach Data were collected from 1,003 followers of their favorite clothing brands’ SNS. Data analysis was performed using structural equation modeling (SEM) and multi-group SEM analysis. The models were estimated from the matrices of variances and covariances by the maximum likelihood procedure using EQS 6.1. Findings The results highlight the positive impact of U&G on attitude, SNS intentions and SNS use, and U&G, SNS intentions and SNS use were seen to be the main antecedents predicting purchase intentions. Furthermore, SIC was found to have moderating effects between SNS attitude and SNS intentions and between SNS intentions and SNS use. Practical implications This research can help clothing brands understand the need to generate brand beliefs, and to develop contents or events to help accomplish the transition from use to purchase. Originality/value This research contributes to the literature by providing a better understanding of intention to use and purchase intention through clothing brands’ SNS pages. http://hdl.handle.net/20.500.14342/1010 https://doi.org/10.1108/OIR-02-2017-0042 Xarxes socials Consumidors--Conducta Consumidors--Actituds Comportament informacional Theory of planned behaviour Purchase intentions Self-image congruity Uses and gratifications Clothing brand purchase intention through SNS