EFFECTS OF SUSCEPTIBILTY TO INTERPERSONAL INFLUENCE ON CLOTHING BENEFITS SOUGHT

Susceptibility to interpersonal influence is the tendency of an individual to be influenced by other people in their decision-making. Prior research suggests that susceptibility to interpersonal influence affects various numbers of consumer behaviours. This paper aims to investigate the effectsof susceptibility to interpersonal influence on clothing benefits sought, which are: uniqueness, conformity, self-congruity, social status and modesty. Data for the present study was collected through web-based and drop off questionnaires. 222 completed questionnaires were received and analysed using the Structural Equation Modelling (SEM). Results of this study show that susceptibility to interpersonal influence is positively related to uniqueness, conformity, self-congruity and social status. Limitations and directions for future research are discussed towards the end of this paper.