Hyeyoon Jung, Peter Magnusson and Yi Peng
This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors…
Abstract
Purpose
This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies.
Design/methodology/approach
A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.
Findings
When encountering sizing discrepancies, the authors find that consumers with an interdependent self-construal have lower purchase intentions than those with an independent self-construal. The authors demonstrate that an emotional communication strategy is more effective for consumers with an interdependent self-construal, whereas an informational communication strategy is more effective for consumers with an independent self-construal.
Originality/value
With the lack of a universal sizing system, consumers often struggle to find clothes that fit as expected. However, extant research has not explored cross-cultural differences in how consumers respond to sizing discrepancies and how managers can reduce any potential negative effects.
Details
Keywords
Hyeyoon Bae, Sang Hyun Jo, Hyun Joo Jung and Euehun Lee
This paper aims to identify factors affecting the continued intention to use mobile social network services (m-SNS) among middle-aged and older adults in Korea, based on the focal…
Abstract
Purpose
This paper aims to identify factors affecting the continued intention to use mobile social network services (m-SNS) among middle-aged and older adults in Korea, based on the focal characteristics of mobile services and SNS.
Design/methodology/approach
Data were collected through an online questionnaire to understand m-SNS usage from 358 people aged over 40 years in Korea.
Findings
Results show that middle-aged and older users of m-SNS are strongly motivated to seek information; they prefer to use m-SNS on a habitual basis because of the ubiquitous connectivity of mobile services. Furthermore, they perceive the usefulness of m-SNS in expanding their social networks. These results can be used to identify factors that affect continued use of m-SNS by the middle-aged and older generation in Korea.
Originality/value
This paper expands the literature on SNS acceptance among middle-aged and older adults, the population that, in future, is expected to constitute the majority of m-SNS users. This paper can also help understand factors that affect mature consumers’ continued use of m-SNS.