Does Apparel Purchase Involve Joint Purchase Decision-Making? -Interpersonal Influences between Spouse or Significant Others-

Abstract

Abstract This study examined factors that influenced susceptibility to dyadic influences between opposite-gender cou-ples on making apparel purchase decisions. This study focused on main effects of couple identity, product know-ledge, clothing involvement and gender, and the interaction effects of gender with other factors for normativeand informational influences. A survey was conducted on 155 males and 166 females currently married or in arelationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects ofjoint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interactionbetween gender and clothing involvement (fashion interest) were significant. The interaction between genderand other variables were insignificant. For informational influence, the main effects of partner's product know-ledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and betweenpleasure and gender were significant. Marketers may find implications from the study results on how couplesinfluence each other in making apparel purchase decisions.Key words: Joint purchase decision, Apparel purchase, Interpersonal influence, Couple identity