Pub Date : 2023-02-05DOI: 10.1080/20932685.2023.2165130
Sheetal Jain, Amit Shankar
ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.
{"title":"Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement","authors":"Sheetal Jain, Amit Shankar","doi":"10.1080/20932685.2023.2165130","DOIUrl":"https://doi.org/10.1080/20932685.2023.2165130","url":null,"abstract":"ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"294 - 311"},"PeriodicalIF":3.8,"publicationDate":"2023-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48130264","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-23DOI: 10.1080/20932685.2022.2155682
Mansi Gupta, R. Joshi
ABSTRACT Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclination and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.
{"title":"Unveiling the latent consumer values from art-infused products: A qualitative approach","authors":"Mansi Gupta, R. Joshi","doi":"10.1080/20932685.2022.2155682","DOIUrl":"https://doi.org/10.1080/20932685.2022.2155682","url":null,"abstract":"ABSTRACT Product design is often the first point of contact between the consumer and firm through an internet search, advertisements or retail aisles and art is an innovative way to transform it and grab eyeballs. Hence, this study aims to recognize and categorize latent consumer values that interplay the mental map of the consumers while consuming the art-infused products using mean end chain analysis and the Laddering approach. Data collected through n = 39 face-to-face in-depth interviews from individuals with both inclination and aversion towards art, helped us to identify Functional (premium quality), Hedonic (social interaction, knowledge-seeking, and sense of joy and peace), and Symbolic (reflect personality, uniqueness, and seek attention) values. Moreover, it highlights the practical applications that can facilitate marketers to cater to their target consumers’ desired values.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"173 - 186"},"PeriodicalIF":3.8,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44153385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-02DOI: 10.1080/20932685.2022.2085603
Jennifer Huh, C. Whang, Hye-young Kim
ABSTRACT Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels.
{"title":"Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy","authors":"Jennifer Huh, C. Whang, Hye-young Kim","doi":"10.1080/20932685.2022.2085603","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085603","url":null,"abstract":"ABSTRACT Voice shopping creates a novel shopping experience as it is prompted by human-AI interaction. It greatly reduces the time required in consumer decision-making, while it could impair consumers’ autonomy. This study thus investigates how the social role of voice assistants and user autonomy affect consumers’ relationships and buying decisions. Using media equation theory, two experimental studies examined the effects of social role and user autonomy on perceived human-likeness, trust, and purchase intention. Study 1 (86 participants) and Study 2 (112 participants) found that perceived human-likeness and trust serially mediated the relationship between user autonomy and purchase intention. This finding contributes to the media equation research by affirming the effectiveness of implicit anthropomorphism processing and highlights the importance of improving consumers’ confidence via voice channels.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"5 - 19"},"PeriodicalIF":3.8,"publicationDate":"2023-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41365866","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-29DOI: 10.1080/20932685.2022.2152072
A. Mileti, Luigi Piper, C. Rizzo, G. Guido, A. Peluso, M. I. Prete, Salvatore Maggio
ABSTRACT The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men’s product choices in different consumption contexts. The research provides empirical evidence for a bias – here called pink bias – that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would “expose” their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use.
{"title":"The pink bias: Consumption choices of pink-colored products","authors":"A. Mileti, Luigi Piper, C. Rizzo, G. Guido, A. Peluso, M. I. Prete, Salvatore Maggio","doi":"10.1080/20932685.2022.2152072","DOIUrl":"https://doi.org/10.1080/20932685.2022.2152072","url":null,"abstract":"ABSTRACT The purpose of this paper is to contribute to a better understanding of the role of the heterosexual orientation on men’s product choices in different consumption contexts. The research provides empirical evidence for a bias – here called pink bias – that leads male consumers to avoid consumption of pink-colored products because of a gender-related prejudice. An experimental study investigated the interplay of the consumption context (private/public) and product type (utilitarian/hedonic), and used heterosexual orientation as moderator. The findings confirmed the existence of a pink bias, according to which men tend to avoid consumption of pink-colored products, especially in public circumstances. In male consumers who feel less heterosexual, this effect could be driven by the fear that consuming pink-colored products in public contexts would “expose” their sexual orientation and align them with femininity. Moreover, pink-colored products could find success among heterosexual males only when they are exclusively for private use.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"187 - 205"},"PeriodicalIF":3.8,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47199248","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-10-31DOI: 10.1080/20932685.2022.2138493
Hye-young Kim, Sanga Song
While every sector has been affected by the COVID-19 pandemic in some way, the fashion industry has experienced extreme hardships, including drastic supply chain disruptions and sharp declines in sales and store traffic (Baum et al., 2020; Chakraborty & Biswas, 2020), leading to a 20% decline in the apparel market’s worldwide revenue between 2019 and 2020 (Amed et al., 2021). The pandemic and the subsequent economic crisis continue to take a toll on the fashion industry. In particular, brick-andmortar fashion businesses, whose struggles were greatly exacerbated by the pandemic, have experienced a high level of retail bankruptcies and a surge in store closures (Ettinger & McDowell, 2021). The crisis heightened uncertainties in people’s lives, shifting consumers’ priorities (they are now less inclined to devote their discretionary spending to clothes) and shopping habits (e.g. contactless payment, curbside pickup, and delivery services) (Knutson, 2021; Thomann, 2020). Fashion companies are now questioning their current business practices and putting effort into adapting to market situations and catering to their consumers’ changing values and behaviors (Liu et al., 2021). This has resulted in inevitable changes in business models to respond to the crisis and prepare for the next normal, thus creating new challenges and new opportunities. However, little information is currently available regarding how fashion businesses can secure business continuity and thrive in the post-COVID-19 world (Zhao & Kim, 2021). In this Special Issue (SI), we have aimed to expand the scope of the relevant multidisciplinary literature to understand what business practices and consumer behaviors will look like post-pandemic and how fashion businesses can thrive by adapting their operations and business strategies to minimize threats and take full advantage of opportunities in the post-COVID-19 world. The focal questions that we have attempted to address in this SI are as follows: How can researchers analyze consumer behaviors and industry practices to provide new insights that can enrich the field? How can marketing practitioners build upon their pandemic experiences and plan their strategies for a postpandemic future?
虽然每个行业都在某种程度上受到了新冠肺炎疫情的影响，但时尚行业经历了极端的困难，包括供应链的严重中断以及销售额和店铺流量的急剧下降（Baum et al.，2020；Chakraborty&Biswas，2020），导致2019年至2020年间服装市场的全球收入下降了20%（Amed et al.，2021）。疫情和随后的经济危机继续给时尚行业带来损失。特别是，实体时尚企业的困境因疫情而大大加剧，它们经历了高水平的零售破产和店铺关闭激增（Ettinger&McDowell，2021）。这场危机加剧了人们生活中的不确定性，改变了消费者的优先事项（他们现在不太倾向于将可自由支配的支出用于衣服）和购物习惯（例如非接触式支付、路边取货和送货服务）（Knutson，2021；托曼，2020）。时尚公司现在正在质疑他们目前的商业实践，并努力适应市场形势，迎合消费者不断变化的价值观和行为（Liu et al.，2021）。这导致商业模式不可避免地发生变化，以应对危机并为下一个常态做好准备，从而创造了新的挑战和新的机遇。然而，目前几乎没有关于时尚企业如何确保业务连续性并在新冠肺炎疫情后的世界蓬勃发展的信息（赵和金，2021）。在本期特刊（SI）中，我们旨在扩大相关多学科文献的范围，以了解疫情后的商业实践和消费者行为，以及时尚企业如何通过调整运营和商业战略来最大限度地减少威胁并充分利用新冠肺炎后世界的机遇，从而蓬勃发展。我们在本SI中试图解决的焦点问题如下：研究人员如何分析消费者行为和行业实践，以提供丰富该领域的新见解？营销从业者如何在疫情经验的基础上，为疫情后的未来规划战略？
{"title":"New fashion marketing & management in a post-pandemic world","authors":"Hye-young Kim, Sanga Song","doi":"10.1080/20932685.2022.2138493","DOIUrl":"https://doi.org/10.1080/20932685.2022.2138493","url":null,"abstract":"While every sector has been affected by the COVID-19 pandemic in some way, the fashion industry has experienced extreme hardships, including drastic supply chain disruptions and sharp declines in sales and store traffic (Baum et al., 2020; Chakraborty & Biswas, 2020), leading to a 20% decline in the apparel market’s worldwide revenue between 2019 and 2020 (Amed et al., 2021). The pandemic and the subsequent economic crisis continue to take a toll on the fashion industry. In particular, brick-andmortar fashion businesses, whose struggles were greatly exacerbated by the pandemic, have experienced a high level of retail bankruptcies and a surge in store closures (Ettinger & McDowell, 2021). The crisis heightened uncertainties in people’s lives, shifting consumers’ priorities (they are now less inclined to devote their discretionary spending to clothes) and shopping habits (e.g. contactless payment, curbside pickup, and delivery services) (Knutson, 2021; Thomann, 2020). Fashion companies are now questioning their current business practices and putting effort into adapting to market situations and catering to their consumers’ changing values and behaviors (Liu et al., 2021). This has resulted in inevitable changes in business models to respond to the crisis and prepare for the next normal, thus creating new challenges and new opportunities. However, little information is currently available regarding how fashion businesses can secure business continuity and thrive in the post-COVID-19 world (Zhao & Kim, 2021). In this Special Issue (SI), we have aimed to expand the scope of the relevant multidisciplinary literature to understand what business practices and consumer behaviors will look like post-pandemic and how fashion businesses can thrive by adapting their operations and business strategies to minimize threats and take full advantage of opportunities in the post-COVID-19 world. The focal questions that we have attempted to address in this SI are as follows: How can researchers analyze consumer behaviors and industry practices to provide new insights that can enrich the field? How can marketing practitioners build upon their pandemic experiences and plan their strategies for a postpandemic future?","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"1 - 4"},"PeriodicalIF":3.8,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44872108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-15DOI: 10.1080/20932685.2022.2085596
Y. Isozaki, P. Donzé
ABSTRACT This paper examines the entry strategies of luxury brands in Japan. It uses the global value chain framework and the literature on international business to discuss the entry strategies adopted by European brands on the Japanese market during the last seven decades. Two different business models, the dominance model and collaboration model, which are exemplified by French and Italian companies, respectively, are identified in our analysis. The findings of our analysis suggest Italian luxury fashion brands initially used the collaboration model to enter Japan; however, this approach caused conflict over time, which eventually resulted in the adoption of the dominance model and convergence with the French model. This paper demonstrates that when entering markets with a large psychic distance, Western luxury brands are more likely to face the paradox that the dominance model can only be achieved in a specific set of circumstances through a transitional collaboration with local partners. In our conclusions, we detail the managerial implications for practitioners in the luxury sector.
{"title":"Dominance versus collaboration models: French and Italian luxury fashion brands in Japan","authors":"Y. Isozaki, P. Donzé","doi":"10.1080/20932685.2022.2085596","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085596","url":null,"abstract":"ABSTRACT This paper examines the entry strategies of luxury brands in Japan. It uses the global value chain framework and the literature on international business to discuss the entry strategies adopted by European brands on the Japanese market during the last seven decades. Two different business models, the dominance model and collaboration model, which are exemplified by French and Italian companies, respectively, are identified in our analysis. The findings of our analysis suggest Italian luxury fashion brands initially used the collaboration model to enter Japan; however, this approach caused conflict over time, which eventually resulted in the adoption of the dominance model and convergence with the French model. This paper demonstrates that when entering markets with a large psychic distance, Western luxury brands are more likely to face the paradox that the dominance model can only be achieved in a specific set of circumstances through a transitional collaboration with local partners. In our conclusions, we detail the managerial implications for practitioners in the luxury sector.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"394 - 408"},"PeriodicalIF":3.8,"publicationDate":"2022-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43985452","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-10DOI: 10.1080/20932685.2022.2090983
A. Kusumawati, Farida Akbarina, E. Pangestuti, U. Nimran
ABSTRACT This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.
{"title":"Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty","authors":"A. Kusumawati, Farida Akbarina, E. Pangestuti, U. Nimran","doi":"10.1080/20932685.2022.2090983","DOIUrl":"https://doi.org/10.1080/20932685.2022.2090983","url":null,"abstract":"ABSTRACT This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"13 1","pages":"380 - 393"},"PeriodicalIF":3.8,"publicationDate":"2022-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44789589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-10DOI: 10.1080/20932685.2022.2097938
David Loranger, Erik Roeraas
ABSTRACT The global luxury goods sector has declined due to the COVID-19 pandemic; however, academic and industry sources have indicated that the industry will experience a rebound. With this comes a re-invention of the business, as the crisis has exacerbated changes in consumer behavior and luxury strategies that were already occurring. The current study utilized data from interviews with executives (n = 11) to establish a deeper understanding of the pandemic’s impact on luxury firms and luxury brand strategies in response to consumers’ changing behavior during COVID-19. The researchers adopted a phenomenological method and were able to gain access to eleven (n = 11) high-level executives at a New York-based Top 10 global luxury conglomerate (based on sales) to discuss current trends in the industry. Major themes of flux and segmentation emerged, along with sub- and micro-themes. The research successfully documented changes in consumer mindset and perceptions of luxury, in addition to hurdles that global luxury brands are facing to attract consumers during the pandemic. Limitations and directions for future research are outlined.
{"title":"Transforming luxury: Global luxury brand executives’ perceptions during COVID","authors":"David Loranger, Erik Roeraas","doi":"10.1080/20932685.2022.2097938","DOIUrl":"https://doi.org/10.1080/20932685.2022.2097938","url":null,"abstract":"ABSTRACT The global luxury goods sector has declined due to the COVID-19 pandemic; however, academic and industry sources have indicated that the industry will experience a rebound. With this comes a re-invention of the business, as the crisis has exacerbated changes in consumer behavior and luxury strategies that were already occurring. The current study utilized data from interviews with executives (n = 11) to establish a deeper understanding of the pandemic’s impact on luxury firms and luxury brand strategies in response to consumers’ changing behavior during COVID-19. The researchers adopted a phenomenological method and were able to gain access to eleven (n = 11) high-level executives at a New York-based Top 10 global luxury conglomerate (based on sales) to discuss current trends in the industry. Major themes of flux and segmentation emerged, along with sub- and micro-themes. The research successfully documented changes in consumer mindset and perceptions of luxury, in addition to hurdles that global luxury brands are facing to attract consumers during the pandemic. Limitations and directions for future research are outlined.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"48 - 62"},"PeriodicalIF":3.8,"publicationDate":"2022-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45204248","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-10DOI: 10.1080/20932685.2022.2085602
Caroline Kopot, Jaleesa Reed
ABSTRACT The COVID-19 pandemic has created shifts in consumer behavior. Beauty customers who normally purchased products in physical stores shifted to purchasing online. Because beauty products are sold at various types of retailers, beauty customers have multiple options for online purchases. This study focused on factors related to beauty that may change group behavior (social norms) using objectification theory and the theory of reasoned action. Broad conceptualizations of beauty and body appreciation and their effect on social norms that in turn affect customers’ purchase intentions with omnichannel beauty retailers were analyzed. A series of hypotheses were developed and empirically tested. Trust in online retailers was also analyzed as an indirect effect on purchase intention. 756 participants completed the online survey through Amazon MTurk. The findings show that broad conceptualizations of beauty have no significant effect on social norms, but body appreciation does have a negative effect on social norms. Trust was also shown to have an indirect effect on purchase intention. These findings demonstrate that people’s views of their body can also impact group behavior. When individuals have a positive body image, their individual perception outweighs the group’s social behavior, which in turn affects their purchase intentions.
{"title":"Shopping for beauty: The influence of the pandemic on body appreciation, conceptions of beauty, and online shopping behaviour","authors":"Caroline Kopot, Jaleesa Reed","doi":"10.1080/20932685.2022.2085602","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085602","url":null,"abstract":"ABSTRACT The COVID-19 pandemic has created shifts in consumer behavior. Beauty customers who normally purchased products in physical stores shifted to purchasing online. Because beauty products are sold at various types of retailers, beauty customers have multiple options for online purchases. This study focused on factors related to beauty that may change group behavior (social norms) using objectification theory and the theory of reasoned action. Broad conceptualizations of beauty and body appreciation and their effect on social norms that in turn affect customers’ purchase intentions with omnichannel beauty retailers were analyzed. A series of hypotheses were developed and empirically tested. Trust in online retailers was also analyzed as an indirect effect on purchase intention. 756 participants completed the online survey through Amazon MTurk. The findings show that broad conceptualizations of beauty have no significant effect on social norms, but body appreciation does have a negative effect on social norms. Trust was also shown to have an indirect effect on purchase intention. These findings demonstrate that people’s views of their body can also impact group behavior. When individuals have a positive body image, their individual perception outweighs the group’s social behavior, which in turn affects their purchase intentions.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"20 - 34"},"PeriodicalIF":3.8,"publicationDate":"2022-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43412493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-31DOI: 10.1080/20932685.2022.2085594
K. Kumagai, S. Nagasawa
ABSTRACT The study examines consumers’ brand evaluation when a sustainable polyester based on new bottle recycling technology is used in the fashion sector. Additionally, the study assesses the luxury value priorly perceived from a brand and its effect on consumers’ brand evaluations based on this sustainable development type. According to 440 samples collected in Japan, structural equation modeling reveals that the use of sustainable polyester increases perceived quality risk toward a product. The data also show that perceived luxury brand value complementarily reduces this risk perception and increases brand trust, thereby contributing to consumers’ brand attitude and purchase intention. Additionally, these effects of perceived luxury value on brand trust and perceived risk are found even in the case of low-luxury brands. According to the data, by building/enhancing luxury brand attributes prior to launching sustainable projects, companies are likely to increase the desirable consumers’ brand evaluation based on brand-related sustainable development thereafter. The results imply that luxury firms can play a leading role in sustainable development because their brand attributes inhibit consumers’ risk perceptions of this new industrial product. Meanwhile, the data imply that companies cannot instantly increase brand trust through the launch of sustainable products, although environmental sustainability is socially desirable.
{"title":"Effects of perceived luxury value and use of sustainable polyester on brand trust, perceived quality risk, and consumers’ brand evaluation","authors":"K. Kumagai, S. Nagasawa","doi":"10.1080/20932685.2022.2085594","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085594","url":null,"abstract":"ABSTRACT The study examines consumers’ brand evaluation when a sustainable polyester based on new bottle recycling technology is used in the fashion sector. Additionally, the study assesses the luxury value priorly perceived from a brand and its effect on consumers’ brand evaluations based on this sustainable development type. According to 440 samples collected in Japan, structural equation modeling reveals that the use of sustainable polyester increases perceived quality risk toward a product. The data also show that perceived luxury brand value complementarily reduces this risk perception and increases brand trust, thereby contributing to consumers’ brand attitude and purchase intention. Additionally, these effects of perceived luxury value on brand trust and perceived risk are found even in the case of low-luxury brands. According to the data, by building/enhancing luxury brand attributes prior to launching sustainable projects, companies are likely to increase the desirable consumers’ brand evaluation based on brand-related sustainable development thereafter. The results imply that luxury firms can play a leading role in sustainable development because their brand attributes inhibit consumers’ risk perceptions of this new industrial product. Meanwhile, the data imply that companies cannot instantly increase brand trust through the launch of sustainable products, although environmental sustainability is socially desirable.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":"14 1","pages":"123 - 142"},"PeriodicalIF":3.8,"publicationDate":"2022-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"60073947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：