Kim K.P. Johnson, Jung Mee Mun and Yoori Chae
The purpose of this paper is to investigate attitude, subjective norm, perceived integrity of participants, materialism, and previous experience with collaborative consumption…
Abstract
Purpose
The purpose of this paper is to investigate attitude, subjective norm, perceived integrity of participants, materialism, and previous experience with collaborative consumption (CC) offline as antecedents to the CC of apparel facilitated by the internet.
Design/methodology/approach
Survey research with convenience sample of consumers from within the USA.
Findings
Attitude toward CC of apparel was significantly related to intention to collaboratively consume apparel online as was subjective norms. Previous experience with CC of apparel offline was significantly related to both attitude and behavioral intention. Perceived integrity of CC participants was related to previous experience with CC of apparel offline and attitude. Materialism was significantly and negatively related to previous experience with CC of apparel.
Research limitations/implications
Research limitations include the use of a convenience sample of consumers and the research was limited to one form of CC.
Practical implications
As a means to foster sustainable consumption, for those interested in promoting CC, consideration should be given to having existing participants of CC invite other family members and friends to try it as this might be more effective than targeting random members of the consuming public.
Originality/value
An investigation of CC of a fashion item (apparel) that identifies predictors to participation.
Details
Keywords
Kim K P Johnson, Sharron J. Lennon, Jung Mee Mun and Dooyoung Choi
entailed assessing directions in subject matter content and the types of research strategy employed. In research using human participants, the purposes were to assess: sampling…
Abstract
Purpose
entailed assessing directions in subject matter content and the types of research strategy employed. In research using human participants, the purposes were to assess: sampling strategy, statements limiting generalizability, incentive use, and the use of undergraduates (UGs) as participants. Finally, with studies utilizing UG participants, the purpose of this paper was to assess: directions in subject matter content, research strategy, sampling strategy, justification of participants, statements limiting generalizability, and incentive use.
Design/methodology/approach
A content analysis of fashion/clothing research articles (n=963) appearing in three scholarly journals between 1996 and 2013.
Findings
Consumer behavior was the most frequent research topic and survey methodology dominated the research strategy employed. Majority of samples were nonprobability, slightly over half of the authors provided statements limiting generalizability of their findings, use of incentives was routinely not reported, and a little over a third used UGs as participants. Of researchers using UGs, consumer behavior was the most frequent topic, UGs were justified as participants, and when both UGs and nonstudents were included as participants, comparisons in responses were typically not made.
Research limitations/implications
Articles included were limited to those published in three journals.
Practical implications
Author/reviewer guidelines should suggest providing: an appropriate rationale for UG use; descriptive population statistics; statements limiting generalization; information describing the sampling technique; and information on the use of incentives. Also when authors have UGs and nonstudent adults as participants it would be useful to analyze for significant differences between the two groups.
Originality/value
First investigation of use of UGs as participants in clothing/fashion research.
Details
Keywords
Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Francesca Ceruti and Gerardino Metallo
The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR…
Abstract
Purpose
The adoption of augmented reality (AR) settings represents an extraordinary opportunity to enrich the value of the omni-customer brand experience, especially in fashion retail. AR enhances the brand of extra-contents, both informational and sensorial, amplifies its significance toward consumers and inflects its commercial and emotional charm through new dimensions in the store. In this light, the purpose of this paper is to verify whether AR affects customer behavior toward brands in the retailing system.
Design/methodology/approach
By means of a qualitative approach, a preliminary research question linking technological settings of the store/brand and customer informational eagerness has been analyzed in a fashion retailing chain store. To frame the research question, the omni-customer segment perspective has been assumed, taking into consideration two main dimensions as follows: implementation of in-store AR settings; and affective/cognitive/functional structure of the experiential brand value.
Findings
Preliminary findings suggest that AR can create extra brand value by simplifying the decision-making process and engaging customers. In the sum four “realms” in terms of augmented brand experience can emerge and be managed by retailers.
Originality/value
Even though the contribution of AR is easily understood in selling activities from a marketing perspective, very few retail applied studies can be found to-date. The present analysis aims to narrow this gap. It also contributes to brand management, stimulating the integration of the AR dimension as an additional facet of a brand tool kit in the “project” for value co-creation.