Young consumers and retail borrowing: application of the theory of planned behavior
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Retail borrowing entails customers violating retailers’ return policies by purchasinggoods with the intention of using and then returning them. Our research purpose was toinvestigate consumer motivations that may underlie their attitude toward retailborrowing and to test the underlying mechanism of borrowing intention by utilizing thetheory of planned behavior. Data were collected through an online survey of 276female undergraduates. Past retail borrowing experience and the perception that retailborrowing had no negative impact on retailers were significantly related to participants’attitude toward retail borrowing. Attitude, subjective norm, and perceived behavioralcontrol contributed significantly to retail borrowing intention, with subjective normexerting the greatest influence. In addition, two additional paths were tested thatsignificantly improved the explanatory power of the theory of planned behaviorand prediction of retail borrowing intention. Implications of these findings concerningretail borrowing behavior are discussed and suggestions for future research areprovided.
Abstract
Retail borrowing entails customers violating retailers’ return policies by purchasinggoods with the intention of using and then returning them. Our research purpose was toinvestigate consumer motivations that may underlie their attitude toward retailborrowing and to test the underlying mechanism of borrowing intention by utilizing thetheory of planned behavior. Data were collected through an online survey of 276female undergraduates. Past retail borrowing experience and the perception that retailborrowing had no negative impact on retailers were significantly related to participants’attitude toward retail borrowing. Attitude, subjective norm, and perceived behavioralcontrol contributed significantly to retail borrowing intention, with subjective normexerting the greatest influence. In addition, two additional paths were tested thatsignificantly improved the explanatory power of the theory of planned behaviorand prediction of retail borrowing intention. Implications of these findings concerningretail borrowing behavior are discussed and suggestions for future research areprovided.
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