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- Examining the Effects of Apparel Attributes on Perceived Copyright Infringement and the Relationship Between Perceived Risks and Purchase Intention of Knockoff Fashion
- The growth of fast fashion retailers, availability of knockoff fashion apparel, and proposed apparel copyright law prompted this study. Fast fashion retailers are expanding rapidly and producing knockoffs fashion apparel in a matter of weeks, but current U.S. copyright laws do not protect apparel. The primary purpose of this study was to identify prominent visual fashion apparel attributes that could determine perceived copyright infringement. A secondary purpose was to examine the effects of fashion apparel attributes on perceived copyright infringement, perceived risk, and purchase intention. A sequential exploratory mixed method approach was used to explore the relationship between: Attributes, perceived copyright infringement, perceived risk, and purchase intention. This study consisted of a: Study one, study two, and study three. Twelve hypotheses were proposed, and five were supported. Quality significantly affected both perceived copyright infringement and purchase intention. Performance, social, and asset significantly affected purchase intention of knockoff fashion apparel.
- Examining the Effects of Psychographics, Demographics, and Geographics on Time-Related Shopping Behaviors
- The purpose of this study was to determine the effects of psychographic (shopping orientation, lifestyle, social class), demographic (gender, ethnicity, age), and geographic (area of residence) variables on time-related shopping behaviors when shopping for clothing for the self. The concept of time-related shopping behaviors has not been the focus of any study of the American market. Data (N = 550) were collected via a questionnaire with an online survey company. Through analysis of chi square statistics, ANOVA, Pearson product-moment correlation, and factor analysis, it was found that psychographics and demographics affected time-related and other shopping behaviors. Geographics was found to affect shopping behavior, but not specifically the time-related shopping behaviors studied.
- Exploring Sustainability VALS: Sustainability Value, Lifestyle Practices and Stewardship
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Living sustainability is a set of behaviors for the long-term functioning of society. Sustainability VALS provides the clothing and textiles industry distinctive insight into comprehending the phenomenon through the application of the appropriate theoretical platform. The objectives are to identify the dimensionality of sustainability value, sustainability practices and sustainability stewardship in consumers’ perceptive, and to examine the impacts of sustainability value and stewardship on sustainability practices. Analyzing data (n = 239) from a southwestern university reveals the critical dimensions of sustainability lifestyle practices, sustainability value and sustainability stewardship. 62 out of 64 hypotheses were confirmed the significant impacts of sustainability values and stewardship on sustainability lifestyle practices. The findings revealed that the altruistic, openness to change, anthropocentrism, and ecocentrism values are influential sustainability values affecting on sustainability lifestyle practices. Given the theoretical perspective of sustainability VALS, sustainability stewardships can facilitate the holistic idea to incur consumer’s sustainability lifestyle practices.
- Fashion-brand Experiences in Multi-channel Retailing: Impacts of Experience Dimensions and Experience Types on Brand Resonance
- The brand behind the garment is what gives the product popularity, relevance to the consumer, and overall profitability. As time passes, markets are becoming flooded with more brands that inherently provide the commodities. As a result, fashion marketers must put more time and investment into stipulating ways for which their brand can reach a select target consumer and enhance repeat purchase intentions with their competitive differentiations. As their efforts engage, an experiential perspective emerges in the fashion industry. By comparing fashion brands and their different distribution channels, the objectives of this study are to identify consumers’ perceptions of fashion brand experience dimensions and experience types, and to investigate the effect of brand experience dimensions and types on brand resonance. Upon extending Schmitt and Brakus, Schmitt, and Zarantonello’s experience dimensions and types, in conjunction with Keller’s brand resonance model, 12 out of 20 hypotheses confirm the significant impact of consumers experiences on brand resonance by analyzing the data (n = 374) from a university in the United States. Sensory and affective experiences are primary factors for establishing fashion brand association, while cognitive and relational driven experiences lead to establishing fashion brand loyalty. Sensory, affective, and relational experiences affect both product and store type experiences, while only product experience affects brand resonance. With the depiction of different brand effects, this study concludes that while Forever 21 may focus on relational experiences with the consumer, Gap utilizes positive cognitive experiences to develop a link to brand loyalty and fashion product reliability.
- Generation Y Attitudes toward Mobile Advertising: Impacts of Modality and Culture
- Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.
- The Impact of Music on the Shopping Behaviors of Generation Y Consumers in a College Campus Bookstore
- The purpose of this study was to identify the effect of background music in a retail setting on Generation Y students’ shopping behaviors by using the Mehrabian-Russell environmental psychology model. the study examined the impact of genre, volume, and song familiarity on purchase intention, as well as whether these musical factors would produce a change in mood. the influence of involvement with shopping on in-store music was also examined. a total of 251 students completed pre- and post-shopping surveys at the University of North Texas’ Follett Bookstore. Participants were all between 18 and 35 years of age (Generation Y). the surveys aimed to capture the participants’ entry and exit mood as well as information such as level of shopping involvement and intentions, musical awareness, overall shopping experience, and basic demographics. a positive mood change was found between entry and exit among those who were somewhat familiar and not at all familiar with the music, and entry mood affected overall shopping experience. There was a positive correlation between exit mood and the overall experience, and a negative correlation between exit mood and the amount of money spent.
- The Influence of Interactivity and Online Store Atmospherics of a 3-D Retail Store in Second Life on Consumer Purchase Intentions
- Second Life, a 3-D virtual world, has evolved as a shopping channel for both consumers and retailers. This channel of retailing offers interactive environment, allows designing atmospherics, and provides enjoyable shopping experience as compared to website stores. The purpose of the study was: (1) to identify the key features of Second Life stores and (2) to determine the relationship of the Second Life store features with consumer purchase intentions. The online survey was administered in Second Life by an external research agency, and 249 usable surveys were collected. The data were analyzed utilizing factor analysis and regression. Three key features of Second Life stores were explored in this study. These three features were: (1) interactivity via the two components of two-way communication and active control, (2) store atmospherics, and (3) shopping enjoyment. Regression analysis showed that shopping enjoyment and two-way communication (i.e., the presence of an avatar sales representative) were significant predictors of purchase intention in Second Life stores, while active control and store atmospherics did not influence purchase intentions.
- Transformation of Relational Social Capital to Purchase Intention in Virtual Engagements at QQ China
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QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.
- Using the S-o-r Model to Understand the Impact of Website Attributes on the Online Shopping Experience
- Using Mehrabian and Russell’s (1974) stimulus (S) - organism (O) - response (R) model, this study developed online shopping experience framework that explains consumer behavioral responses toward online and offline stores. The results of the examined hypothesized relationships in this study reveal website attributes that create positive affective and attitudinal states and behavioral responses toward the retailers and retailers’ websites. Among website attributes, interface design is the strongest predictor of all behavioral responses, while website attributes relating to shopping services and security/privacy affect long term behavioral responses, such as purchase intention and brand loyalty. This study is imperative to practitioners and researchers, as they will help further develop online store environments and online shopping experience.
- You are what you wear: The examination of fashion leadership and general leadership among African American and Caucasian American college students.
- The purpose of this study was twofold. First, the study compared fashion personality characteristics and shopping behaviors of African-American and Caucasian-American college students. Secondly, this study examined characteristics of leadership in general, and fashion leadership specifically, on fashion personality characteristics. The fashion personality characteristics studied included fashion leadership, fashion involvement, shopping enjoyment, and fashion consciousness. The participants consisted of 268 African Americans and 239 Caucasian Americans from two universities in the United States. Ethnicity was found to be an influence on fashion personality characteristics and shopping behaviors in this study. African Americans in the sample were found to have higher levels of fashion personality characteristics and shopping behaviors than Caucasian Americans. Fashion leadership was found to be positively related to general leadership, fashion involvement, shopping enjoyment and fashion consciousness. General leadership was found to be positively related to fashion involvement, shopping enjoyment, fashion consciousness, academic classification level. However, there was no significant difference found between general leadership and age.