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- 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.
- 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.
- Development of a Test Blueprint for a Hospitality Management Capstone Course to Measure Programmatic Student Learning Outcomes
- The purpose of this study was to develop a test blue-print for a hospitality management capstone course to measure programmatic student learning outcomes. A total of 50 hospitality industry professionals and hospitality management faculty were interviewed through focus group discussions, and a post-focus group survey was conducted to determine a weighted percentage for each of the nine determined content domains. A test blueprint was developed from the weighted proportions determined by this study and a process by which other educational institutions could follow to establish a consistent and accurate evaluation method for a capstone course was described.
- 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.