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Article
Publication date: 2 September 2013

Juanjuan Wu, Hae Won Ju, Jieun Kim, Cara Damminga, Hye-Young Kim and Kim K.P. Johnson

The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination…

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Abstract

Purpose

The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination on consumers' retailer interest, retail pleasure, perception of merchandise quality, patronage intention, and purchase behaviour to provide empirically tested, actionable product display methods to visual merchandising researchers and practitioners.

Design/methodology/approach

The authors used mixed methods for this exploratory study, combining experimental and focus group methods to gather data. For the experiment, data were collected via a between-subjects design reflecting manipulation of three variables (i.e. colour, style coordination, visual texture). After the experiment, participants completed a self-administered online questionnaire. A segment of the participants also participated in focus group discussions of the virtual stores.

Findings

Participants who shopped in the style coordination store spent significantly more money than those who shopped in colour or visual texture stores. Participants who shopped in the colour store experienced significantly more retail pleasure and showed significantly higher patronage intention than those who shopped in the visual texture and style coordination stores; and they showed more retailer interest than subjects in the visual texture store. Retail pleasure and interest were found to mediate the link between methods of product display and patronage intention. Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest.

Originality/value

This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology – a Mockshop software package. The effect of these different display methods on shoppers' reactions and responses was tested, which provided actionable results for visual merchandising practitioners, not only in the physical but also in the virtual store environment.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 9 March 2015

Juanjuan Wu, Ju-Young M. Kang, Cara Damminga, Hye-Young Kim and Kim K P Johnson

The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment…

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Abstract

Purpose

The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment, level of personalization, social presence, and attitude towards the co-designed product) of online apparel co-design experience and effects on behavioural intention.

Design/methodology/approach

Female college students (n=265) were surveyed after an actual online apparel co-design experience in a computer lab and interactions with other users wherever such arenas were provided. structural equation modelling was used for data analysis.

Findings

The findings revealed that subjects’ apparel co-design experience was positively affected by enjoyment, attitude towards the co-designed product, perceived ease of use, and social presence. And behavioural intention towards the mass customization sites was positively affected by subjects’ attitude towards the co-design experience, subjective norm, and enjoyment.

Originality/value

The research makes a unique theoretical contribution by conceptualizing MC 2.0 (MC sites that provide arenas for user interaction) and by incorporating and confirming the significance of both “enjoyment” and “social presence” variables as predictors of online apparel co-design experience.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 1
Type: Research Article
ISSN: 1361-2026

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