The impact of advertising appeals on consumers' purchase intention of women fashion products in Malaysia

Abstract

This study focused primarily on analysing the impact of four advertising appeals on purchase intention of women fashion products in Malaysia. Primary data were collected from 303 respondents using self-administered online questionnaire that was distributed among social media users from all over Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS, to reach the findings. Among them are descriptive analysis, reliability tests, exploratory and confirmatory factor analysis, and hypotheses testing. In addition, two-stage structural equation modelling was used to test for the fitness of the proposed model. The findings from the study revealed that two out of four advertising appeals namely excitement appeal and love appeal had significant positive impact on consumers’ purchase intention. Meanwhile, humour appeal and happiness appeal were found to have insignificant impact. In addition, the results of the two-stage structural equation modelling indicate that the full structural model has a good model fit. This research provides invaluable insights for marketers, especially those in women fashion industry, to create effective advertising campaigns to promote their fashion products to consumers in Malaysia.