Gallayanee Starwind Yaoyuneyong, Wesley A. Pollitte, Jamye K. Foster and Leisa R. Flynn
This paper aims to test the relationships between shopping enjoyment, economic motivation, apparel shopping self-confidence, perceived informativeness, perceived irritation and…
Abstract
Purpose
This paper aims to test the relationships between shopping enjoyment, economic motivation, apparel shopping self-confidence, perceived informativeness, perceived irritation and buying intention, using Uses and Gratification (U&G) theory, in a mediated model using virtual dressing room (VDR) media.
Design/methodology/approach
The proposed mediation model is tested using the PROCESS (Version 3.0) macro for SPSS with bootstrapping.
Findings
Results indicate that shopping enjoyment, economic motivation and apparel shopping self-confidence have no direct relationship with buying intention. Additionally, no indirect relationship was found between apparel shopping self-confidence and buying intention. However, outcomes show that both perceived VDR informativeness and perceived VDR irritation mediate the relationships of shopping enjoyment and economic motivation with buying intention by different mechanisms when using VDR media. Additionally, the relationship between shopping enjoyment and buying intention is mediated via perceived VDR informativeness. Finally, economic motivation has both an indirect relationship with buying intention through perceived VDR irritation and a serial mediated relationship via perceived VDR irritation and informativeness.
Originality/value
This study is original in that it investigates the mediating effect of informativeness and irritation, from U&G theory, on buying intention during VDR media usage. Previous research suggests a direct relationship between shopping enjoyment, economic motivation, apparel shopping self-confidence, informativeness, irritation and buying intention. Results of this research suggest that online retailers should consider the different and complex mediating roles informativeness and irritation play in the relationship between consumer attributes and buying intention when adding media to a website.
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Jamye K. Foster, Melinda A. McLelland and Lacey K. Wallace
Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships…
Abstract
Purpose
Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online environment is by using brand avatars. This study considers social aspects of brand avatar communication, with the aim of determining if including an element of “socialness” adds to the impact of the brand avatar.
Design/methodology/approach
Specifically, the authors test three outcome variables core to building strong consumer relationships through experimental design comparing an avatar's communication style (transactional vs social) while considering the potential covariate of motivational orientation.
Findings
Overall, multivariate analysis of covariance (MANCOVA) results indicate that social functions provided by the brand avatar are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities.
Originality/value
As social interaction becomes more expected by consumers in the current media landscape, understanding how to meet those demands on a large scale, through brand avatars, is valuable.
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Melinda A. McLelland, Jamye Foster and Wesley Pollitte
The purpose of this study is to better understand consumers’ overall perceptions of “being green” in an attempt to address the green attitude–behavior gap.
Abstract
Purpose
The purpose of this study is to better understand consumers’ overall perceptions of “being green” in an attempt to address the green attitude–behavior gap.
Design/methodology/approach
This study features a qualitative study that uses a projective technique to tap into consumers’ underlying perceptions of those who purchase green products. A follow-up, quantitative study tests the mediation effects of perceived judgment and self-congruity perceptions on the green attitude–behavior gap.
Findings
The key finding of the first study suggests that consumers tend to “judge” others based on their degree of greenness. The second study confirmed both perceptions of judgment and self-congruity mediate the relationship between green attitudes and behaviors.
Originality/value
This study explores the elusive green attitude–intention gap with both a qualitative and quantitative approach. Perceived consumer judgment emerges as a new variable to consider in better understanding green consumer behaviors.