Table 410 Coefficients a Coefficients a Model Unstandardized Coefficients

Table 410 coefficients a coefficients a model

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Table 4.10 Coefficients a Coefficients a Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 51 1 (Constant) .856 .244 3.456 .001 Attitude .320 .047 .338 6.469 .000 Subjective norms .133 .061 .147 2.235 .025 Perceived behavioral control .479 .062 .533 7.576 .000 a. Dependent Variable: Consumer purchase behavior The regression model is written as: Consumer behavior = 0.320* attitude +0.133* subjective norms + 0.479* perceived behavioral control. The Beta Coefficients in the regression show that all the variables tested: Attitude, Subjective Norms, and Perceived Behavioral Control. The findings also show that all the variables tested are statistically significant with p-values less than 0.05. 4.7 Discussion of Results The findings that show that that attitude, subjective norms and perceived behavioral control of customers on seeing email and social media messages for apparel industry influences consumer purchase.
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 52 CHAPTER FIVE: SUMMARY AND CONCLUSION 5.1. Introduction This section reports the findings of the study on the impacts of digital marketing on consumer behavior in apparel industry. The main analysis method that was used for the study is validity test. Validity tests sought to examine the accuracy of the questionnaires used. The minimum requirements that meet the accuracy of questionnaires was r=0.40. Reliability was evaluated by internal consistency. From the SPSS analysis system that was used, the outcomes of validity and reliability analyses indicated that the normative confidence and motivation indicators were valid.
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DIGITAL MARKETING AND CONSUMER BEHAVIOR 53 5.2. Summary The theory of planned behavior was utilized to determine the relationship between utilization of digital marketing platforms by customers and their intentions to purchase apparels. There are two hypotheses that were tested to determine the existence of relationship between digital media use and consumers’ purchase intentions. For instance, independent variables such as attitude, subjective norms, and perceived behavioral control were evaluated with the use of multiple regression analysis method. These variables were regressed on purchase intentions. The study revealed that attitude (0.32) and subjective norm (0.133) are related to purchase intentions (0.479). The study also regressed purchase intention and perceived behavioral control on user behavior. 5.3. Discussion and Conclusions This section offers insights to the major findings that were reported in the study. The objective of the research was to investigate the relationship between digital marketing and consumer behavior in apparel industry. The research results affirm that participation behaviors on digital marketing platforms influenced by participation intentions, which is in turn dictated by users’ attitude and subjective norms. The findings indicate that the intentions of users to purchase apparels are influenced by their intentions to use digital marketing platforms. Purchase behavior plays a significant role and is positively correlated to intentions to use digital media marketing platforms.
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