Yoon Jin Ma and Helen Koo
The purpose of this research is to investigate users’ expectations and preferences for transformable design functions of transformable party dresses to extend the life cycle of…
Abstract
Purpose
The purpose of this research is to investigate users’ expectations and preferences for transformable design functions of transformable party dresses to extend the life cycle of the clothing. With transformable design elements added to a party dress, a user can wear her one-event dress more than once, encouraging sustainable consumption. Rather than looking for a new dress, users can wear their party dress with one or even several new looks.
Design/methodology/approach
Data were collected through purposive sampling from female college students who had purchased at least one party dress. The survey questionnaire was self-developed based on the literature review and consisted of items that measured fashion behavior in relation to party dresses; shopping orientations, focusing on confident/appearance and fashion-consciousness, economic/price consciousness and convenience/time-consciousness; perceived importance of design and functional elements in party dresses; perceived reasons for the limited use of party dresses; perceived importance of design elements of transformable dresses; purchase intention for transformable dresses; and demographic characteristics.
Findings
As consumer groups of diverse shopping orientations demonstrated purchase intentions for transformable party dresses, transformable features may become an important component of party dresses. Considering the main reasons for users’ limited use of party dresses, designers need to improve the versatility of the dresses’ design and functional elements, focusing on style and occasion, dress length, size/fit, silhouette and color/pattern, so that users can wear their party dresses more than once and ultimately enhance their sustainable apparel consumption practices.
Originality/value
The findings regarding users’ expectations and preferences for transformable party dresses can help apparel designers and fashion businesses understand potential users when developing transformable dresses and develop strategies to help with sustainable apparel consumption.
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This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are more…
Abstract
Purpose
This study aims to investigate the following three issues: whether consumers process numeric information with locational cues, which locations (horizontal vs vertical) are more influential in processing numbers and whether a number-location association is weakened or strengthened when a visual reference frame moves up or down.
Design/methodology/approach
A field study and a series of three lab experiments were conducted to examine the location effect of numeric information on the package façade on the perceived magnitude of a number.
Findings
The authors found that a number at the right was perceived as larger than one at the left only when the number is located at the bottom. Also, placing numeric information at the bottom rather than the top of a product package façade was more powerful in processing the numeric information, but this is true only when the visual frame is set lower.
Practical implications
This study provides practical insights for product managers in placing core numeric information on product packaging to effectively communicate product value to consumers. Optimal locations can be deliberately considered along with types of numeric information and product categories. For healthy products that promote fewer calories, the top area of the package façade may be a better position for placing information on calories per serving to make the product more appealing to those who follow a healthy diet. Heavier, more voluminous products (e.g., refrigerator) better position their volume/weight information at the bottom than at the top or at the right of the bottom than at the left of the bottom on the product facade. Either the left side or right side of the top position may be beneficial for thinner, lightweight products (e.g., television).
Originality/value
The present work adds valuable empirical findings; inconsistent with past research, left-right location-number associations are not always true. People tend to associate smaller numbers with left-side locations and larger numbers with right-side locations only when the number is located at the bottom. Also, the study reported that top-small, bottom-large associations are not always true. The difference in perceived magnitude of the number between a number at the top and one at the bottom within the visual frame is significant only when the visual frame is set close to the ground.
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Kim Hongyoun Hahn, Ph.D. and Yoon Jin Ma, Ph.D.
The purpose of this study is to investigate differences in self-concepts and their influence on decision-making styles in apparel shopping across two cultures; namely, Korea and…
Abstract
The purpose of this study is to investigate differences in self-concepts and their influence on decision-making styles in apparel shopping across two cultures; namely, Korea and the United States. Data is obtained from university students in both countries (3 universities in Korea and 2 universities in the United States), generating a sample size of 1,166. The questionnaire consists of three parts: decision-making styles for apparel shopping, selfconcepts, and demographic information. The results indicate that Korean respondents have higher interdependent self-concepts than the American respondents. Moreover, the selfconcepts of young consumers have significant effects on their decision-making styles. This study also finds that the self-concepts of young consumers from both countries has a significantly different impact on decision-making styles for apparel shopping. The similarities and/or differences of the relationships between self-concepts and decisionmaking styles of young Korean and American consumers are also found when such relationships are examined within each country. This study makes a unique contribution to enhancing the understanding of contemporary global consumer behavior by exploring relationships in culture, self-concepts, and decision-making styles of young consumers.
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Yoon Jin Ma and Linda S. Niehm
The purpose of this research is to examine the relationship of older Generation Y (Gen Y) customers' (18‐27) shopping orientations to their expectations for retail services. It…
Abstract
Purpose
The purpose of this research is to examine the relationship of older Generation Y (Gen Y) customers' (18‐27) shopping orientations to their expectations for retail services. It also seeks to assess the importance and impact of service expectations and perceptions on customer satisfaction and loyalty when shopping for apparel in different types of retail outlets.
Design/methodology/approach
Three different retail settings (department, specialty, and discount stores) were examined with parallel lists of retail service‐related questions using a convenience sample of older Gen Y female customers. Descriptive analysis, exploratory factor analysis, F‐tests, and regression analysis were employed.
Findings
Shopping orientations were related to older Gen Y customers' expectations for retail services and patronage in all three apparel retail settings. The modified SERVQUAL scale represented one grand service construct in each retail setting. Older Gen Y customers' expectations for service differed by store type, and their service expectations, service perceptions, and service quality were related to retailer satisfaction and store loyalty.
Research limitations/implications
Generalizability of findings may be limited as the study was conducted with female older Gen Y customers shopping for a singular apparel category.
Practical implications
This study illuminates how retail services create value and satisfaction for older Gen Y customers. Results aid in development of service strategies and training programs by type of store outlet.
Originality/value
The study contributes to the scant literature concerning service quality and service expectations for female older Gen Y customers.
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Yoon Jin Ma, Mary A. Littrell and Linda Niehm
The purpose of this paper is to examine young female consumers' purchase behaviours related to non‐food fair trade products. Interrelationships among beliefs, attitudes, perceived…
Abstract
Purpose
The purpose of this paper is to examine young female consumers' purchase behaviours related to non‐food fair trade products. Interrelationships among beliefs, attitudes, perceived behavioural control, and purchase intentions in regard to fair trade products were examined within a framework of the theory of planned behaviour to arrive at an in‐depth understanding of young female consumers' fair trade consumption.
Design/methodology/approach
Using a probability sampling approach, 810 complete responses were collected via web‐based surveys from 18‐28 year old female college students at a large Midwestern university. Path model analysis was employed to test the proposed model and research hypotheses.
Findings
The results revealed that young female consumers' beliefs about the fair trade concept and product attributes, attitudes toward fair trade purchases, and perceived behavioural control in regard to fair trade purchases, were all important factors in determining consumers' intentions to purchase a fair trade product.
Research limitations/implications
Several important strategic implications emerged in this study for fair trade retailers targeting young female consumers. The generalization of the findings to the US population may be limited because the data were collected from a small to medium‐sized community with a fair trade specialty store.
Originality/value
This study focused on providing insights for a previously unaddressed fair trade consumer segment – a younger female consumer group between ages 18 and 28. The results of this study may provide insight to artisan producers and retailers in expanded opportunities to distribute, market, and promote fair trade products to this consumer segment.
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Jihyun Kim, Yoon Jin Ma and Jihye Park
The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers'…
Abstract
Purpose
The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping.
Design/methodology/approach
This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses.
Findings
The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping.
Research limitations/implications
The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services.
Originality/value
This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.
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Mary A. Littrell, Yoon Jin Ma and Jaya Halepete
This study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping…
Abstract
Purpose
This study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping orientations, and socio‐political attitudes? How do factors influencing purchase intentions for fair trade apparel differ among generational cohorts?
Design/methodology/approach
Data from 1,055 current customers of four North American fair trade businesses were collected via mail survey and store‐intercept. Respondents included generation X (ages 29‐40, n=200), baby boomer (ages 41‐59, n=589), and swing (ages 60‐75, n=266) generations.
Findings
Results revealed that baby boomers and swing respondents differed from Generation X participants in their greater focus on qualities of apparel comfort, value, and quality; preference for authentic products and ethnic attire; and local activism behavior. In contrast, they exhibited more limited interest in wearing fashionable attire. All respondents placed high importance on fair trade philosophy centered on wages, workplace, and the environment. For all generational cohorts, their propensity toward wearing ethnic attire was the strongest influence on future intentions to purchase fair trade clothing.
Research limitations/implications
For fair trade researchers, taking generational cohorts into consideration is recommended for assisting fair trade business persons in reaching their goal of market expansion to younger consumers.
Practical limitations/implications
Coupling significantly expanded information on ethnicity of designs, colors, production methods, or garments styles, along with current promotion of fair trade practices, was suggested for expanding purchases among consumers in both the generation X and swing cohorts. Baby boomer participants also valued pragmatic clothing details related to comfort, value, and quality.
Originality/value
This research provided support for use of generational cohorts in understanding consumer behavior. Regression analysis across the total sample led to different results as compared to when each generational cohort was examined individually.
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Online consumer reviews play an important role in influencing consumers' purchasing decisions by providing a wealth of information about products and services. Framed by…
Abstract
Purpose
Online consumer reviews play an important role in influencing consumers' purchasing decisions by providing a wealth of information about products and services. Framed by uncertainty reduction theory, the purpose of this paper is to examine consumer perceptions of online consumer reviews and effects on consumer attitudes and usage behaviors in relation to individual characteristics.
Design/methodology/approach
Data were randomly collected from 1,930 US online consumer review users using an online survey.
Findings
The researchers found that consumers perceived both benefits and costs from online consumer reviews and that both benefits and costs influenced consumer attitudes toward, and usage behaviors of, online consumer reviews. Individual characteristics – confidence in the information process and consumer susceptibility to interpersonal influence – were shown to determine how online consumer reviews were perceived.
Originality/value
The results provide insight to retailers and marketers as to how they can use consumer reviews for their products or services to improve business performance.
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This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between…
Abstract
Purpose
This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between consumer trust and purchase intentions.
Design/methodology/approach
This study was designed as an experimental study using a scenario method, and data were randomly collected from 2,080 online shoppers in the USA.
Findings
Findings reveal that the unfair business practice of manipulating online postings considerably undermined consumer trust toward online reviews. Consumer trust in reviews thus seems to be a critical predictor of purchase intentions, which was strengthened even when respondents knew that online reviews were manipulated.
Practical implications
Companies may thus need to focus on maintaining transparency and truthfulness in online consumer reviews rather than artificially improving ratings scores or feedback levels.
Originality/value
This study was the first attempt to provide empirical supports that the level of consumer trust in online reviews significantly decreased after consumers were informed that the review content had been manipulated by a company in both the positive and negative conditions. These results also support previous research articulating the negativity effect.