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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.

The proposed mediation model is tested using the PROCESS (Version 3.0) macro for SPSS with bootstrapping.

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.

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.

The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions.

A questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling.

A majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall perceived value and its dimensions positively influenced revisit intention. Finally, overall perceived value and its dimensions were found to have a mediating effect on the relationship between self-congruity and revisit intention.

This study provides empirical evidence for the antecedents and consequences of self-congruity with a service and expands understanding of the mediating role of overall perceived value and its dimensions in predicting intention.

The fundamental research question is which aspects of the external environment are most strongly associated with the differential market share between large multinational online retailers and smaller, local retailers in emerging markets. For the purposes of this study, the differential market share refers to the likelihood of having a higher market share for multinational online retailers than for local online retailers.

The theoretical framework of the study is based on PESTLE analysis. This study uses longitudinal country-level archival data and conducts a stepwise logistic regression analysis to investigate the impact of environmental factors.

The results indicate that the effectiveness of law-making bodies and government involvement with information and communications technologies (ICTs) among other factors are significantly associated with a higher market share for multinational online retailers relative to local retailers.

The study examines the impact of certain external factors (i.e. socioeconomic variables and legal environment) on the differential market share between multinational online retailers and local ones. Future research should investigate additional factors such as cultural roles and internal operating dynamics of online retailers. The research emphasizes online retailing. A logical extension of the current study is to examine how the online retailing environment differs from the brick-in-store retailing environment relative to the competition. The current study investigates the differential market share between multinational and local online retailers only in the emerging markets setting. The results may differ if the developed market setting is also considered. We recommend that future research compares the developed markets and emerging markets settings relative to the differential market share between multinational and local online retailers.

Not all improvements in legal institutions are associated with improved market conditions for multinational online retailers. Managers of multinational online retailers must pursue some mitigation strategies to prevent institutional voids in emerging markets. Therefore, adapting the business model by collaborating and establishing relationships with local online retailers is an effective strategy to mitigate institutional voids (Doh et al., 2017; Yang et al., 2012). Moreover, multinational online retailers are recommended to collaborate with local governments to change unfavourable legal conditions (Doh et al., 2017; Boddewyn and Doh, 2011).

The extant literature on online retailing frequently addresses internal company characteristics and consumer behaviour. This study focuses exclusively on environmental factors associated with differential market share. We contribute to the literature on online retailing, retailing strategies and competition dynamics in emerging markets.

Three theoretical constructs that appear in many models of consumer behaviour and are of central importance to fashion marketing and management are enduring product involvement, opinion seeking and subjective product knowledge. Both basic and applied market research, however, have lacked valid, reliable and standardised measures of these variables. Recent published studies have presented multi‐item scales that fill this gap in fashion research methodology. All three scales, however, were developed using US data, chiefly students. This paper presents the results of three surveys of Korean adult (n = 479) and student (n = 387) consumers as well as US adult consumers (n = 318) that support the reliability and validity of all three scales and show their applicability for cross‐cultural fashion research.

Presents findings validating French and German versions of the domain specific innovativeness scale or DSI, which was designed to measure consumer innovativeness for a specific product category. The data came from self‐administered surveys of 409 consumers in three countries: the USA (n = 121), Germany (n = 113), and France (n = 175). The study participants completed a questionnaire asking them to describe their wine‐related attitudes and behaviours. Data analysis showed that the DSI was unidimensional, high in internal consistency, positively correlated as hypothesised with wine usage (criterion validity), positively correlated as hypothesised with knowledge of and involvement with wine and uncorrelated with opinion seeking for wine (nomological validity), and unaffected by social desirability and acquiescence response styles.

Describes the use of a short, valid, reliable self‐report scale to measure consumer innovativeness. Suitable for mail questionnaire or personal interview, this six‐item, Likert‐type scale enables marketers and researchers to identify accurately the potential earliest buyers in a specific product‐market category. Used a survey of 135 adult women to show how the scale performs by giving valuable insights into the fashionable clothing market.