40. Structural Effects on Consumer Purchase Intention Towards Slimming Underwear

The purpose of this paper was to identify and get insight into the structural effects of the main factors that affected consumer purchasing intention towards slimming underwear by Structural Equation Modeling, based on the Theory of Planned Behavior. This study provided useful and practical suggestions for the seamless underwear industry, as the information provided in this study was essential for the development of marketing strategies. In spite of many studies that researchers had made of apparel consumer behavior, little was applied to the research of the underwear market. Therefore, the value of this paper lay in its presentation of a structural equation model for factors that affect consumer purchasing intentions towards slimming underwear, with the originality of taking both perceived benefit and perceived risk into consideration, whereas only one of which was explored in past studies of consumer behavior.