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Article
Publication date: 10 July 2023

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…

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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

International Marketing Review, vol. 40 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 19 June 2021

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…

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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.

Details

Journal of Services Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0887-6045

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