The impact of need for social affiliation and consumer relationship proneness on behavioral intentions : an empirical study in a hairdresser's context [component]

Bloemer J.M.M., Odekerken-Schröder G.J., Kestens L.
2002 unpublished
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
more » ... ship 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. 2 (1), 45-65
doi:10.26481/umamet.2002059 fatcat:btcgocqxfnghxhg34yp3bpbs5y