千禧一代黑人消费者的双重意识:他们在零售空间中的体验

IF 2.4 4区 管理学 Q3 BUSINESS Clothing and Textiles Research Journal Pub Date : 2022-05-09 DOI:10.1177/0887302x221100176
Kristian Hogans, Jewon Lyu
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引用次数: 0

摘要

长期以来,黑人消费者一直被忽视为美国的主要消费群体,尽管他们的购买力不断增强。很少有学者研究影响千禧一代黑人消费者购买行为的因素。零售场所持续存在的歧视会产生心理影响,使bmc处于潜在的有害环境中,可能会改变他们的意识。种族化的环境是黑色批判理论概念化和杜波依斯双重意识的核心。通过这些视角,我们调查了bmc的购物体验、店内感知和零售空间的购买意向。对10名自称为黑人和千禧一代的消费者进行了半结构化访谈。在零售空间的购物语境中,揭示和探索双重意识的情境。我们的研究结果将会对bmc的相关和真实的声音做出重要贡献。建议未来的研究领域是创造更公平、安全和欢迎的零售环境。
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Double Consciousness of Black Millennial Consumers: Their Experiences in the Retail Space
Black consumers have been long overlooked as a major consumer base in the United States, despite their increasing buying power. Few scholars have investigated the factors that influence the purchase behaviors of Black millennial consumers (BMC). Persistent discrimination in retail spaces creates psychological effects leaving BMCs in potentially harmful environments that may alter their consciousness. The racialized environment is central in the conceptualization of Black Critical Theory and W.E.B Du Bois’ double consciousness. Through these lenses, we investigate BMCs’ shopping experiences, in-store perceptions, and purchase intentions in retail spaces. Semi-structured interviews with 10 consumers who self-identified as Black and millennial were conducted. Situations of double consciousness are revealed and explored in the context of shopping in retail spaces. Our study findings are expected to make important contributions by centering relevant and authentic voices of BMCs. Future areas of research are suggested to produce more equitable, safe, and welcoming retail environments.
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来源期刊
CiteScore
5.30
自引率
5.30%
发文量
12
期刊介绍: Published quarterly, Clothing & Textiles Research Journal strives to strengthen the research base in clothing and textiles, facilitate scholarly interchange, demonstrate the interdisciplinary nature of the field, and inspire further research. CTRJ publishes articles in the following areas: •Textiles, fiber, and polymer science •Aesthetics and design •Consumer Theories and Behavior •Social and psychological aspects of dress or educational issues •Historic and cultural aspects of dress •International/retailing/merchandising management and industry analysis
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