Asian Journal of Management and Commerce
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P-ISSN: 2708-4515, E-ISSN: 2708-4523

Asian Journal of Management and Commerce


2022, Vol. 3, Issue 1, Part C
Impact of E-media on purchase decision of youth towards branded clothing


Author(s): Ajinkya Govind Deshpande, Dr. Ashish Linge and Dr. Milind Barhate

Abstract: Objective: The main aim of this study is to evaluate the impact of subjective norm and attitude of youth towards e-media on their on their purchase decision of branded clothing.Method: The data for the study were gathered from 435 youths in Nagpur city through a well-structured and self-administered questionnaire. The proposed relationship was investigated empirically by performing multiple linear regression analysis. Analysis was done using Statistical Package for Social Science (SPSS). This study used availability and purposive sampling techniques for selecting the samples of youth from Nagpur city. Results: The results of multiple linear regression analysis show significant impact of both the independent variables (i.e. attitude towards e-media and subjective norm) on purchase decision of branded clothing (F=140.657, p<.05) with R2 = .395, suggesting that 39.5% of the variation is predicted by the listed factors. The predicted purchase decision of branded clothing is 3.673 + .243 (Attitude towards e-Media) + .504 (Subjective norm). Conclusion: Subjective norm was found to be the highest predictor of purchase decision (β= .467, t=11.404, p=.00) followed by attitude towards e-media (β= .274, t=6.689, p=.00).

DOI: 10.22271/27084515.2022.v3.i1c.94

Pages: 111-114 | Views: 46 | Downloads: 27

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How to cite this article:
Ajinkya Govind Deshpande, Dr. Ashish Linge, Dr. Milind Barhate. Impact of E-media on purchase decision of youth towards branded clothing. Asian J Manage Commerce 2022;3(1):111-114. DOI: 10.22271/27084515.2022.v3.i1c.94
Asian Journal of Management and Commerce