The Impact Of Need For Social Affiliation And Consumer Relationship Proneness On Behavioural Intentions - An Empirical Study In A Hairdresser’s Context

Odekerken-Schröder,Gaby, Josée Bloemer and Leen Kestens
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Leen Kestens: METEOR

No 75, Research Memoranda from Maastricht : METEOR, Maastricht Research School of Economics of Technology and Organization

Abstract: This study investigates whether a consumer’s need for social affiliation and a consumer’s relationship proneness impact behavioural intentions (word-of-mouth communication, price sensitivity, repeat purchasing) towards a hairdresser’s. Data were collected from a systematic sample of a hairdresser’s consumers in Belgium. LISREL results revealed that need for social affiliation is a strong determinant of word-of-mouth communication and price sensitivity, while consumer relationship proneness has an indirect effect on price sensitivity via commitment. Important implications of the salient role of both constructs in determining behavioural intentions in a hairdresser’s context are provided.

Keywords: marketing (search for similar items in EconPapers)
Date: 2002

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Persistent link: http://EconPapers.repec.org/RePEc:dgr:umamet:2002075

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