UNT Theses and Dissertations - 4 Matching Results

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Determinants and Impacts of Pinterest Consumer Experiences

Description: Pinterest is one of the fastest growing social networking sites and is attracting the interest of retailers as an effective way to interact with consumers. The purpose of this study was to examine: 1) determinants and impacts of Pinterest consumer experiences. Specifically, this study examined the impacts of retailer reputation, trust, perceived ease of use, and perceived usefulness on Pinterest consumer experiences on retailer SNS. 2) To identify the impacts of Pinterest consumer experiences on consumer satisfaction, behavioral intention, and online retailer relationship. The instrument used existing scales drawn from the literature. A consumer panel (n = 300) of Pinterest users that connect to apparel retailers was used to collect data through an online consumer panel. Reputation is positively related to trust and to perceived ease of use. Perceived ease of use and usefulness significantly affected retailer Pinterest consumer experiences. The impact of Pinterest consumer experiences on satisfaction and behavior intention was positive and significant. Satisfaction and behavior intention also are significantly related to online retailer relationship. Results and business implications are discussed, as well are limitations and future research.
Date: December 2014
Creator: Vasquez, Lauren
Partner: UNT Libraries

Best Practices in Targeted Advertising for Fashion Entrepreneurs

Description: A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.
Date: August 2017
Creator: Slaton, Kelcie Shaelyn
Partner: UNT Libraries

The Impact of True Fit Technology on Millennial Consumer Confidence and Satisfaction in their Online Clothing Purchase

Description: This study examines the use of True Fit® technology by millennial consumers and its impact on consumer confidence and satisfaction with respect to online sizing. In the apparel industry, there is a lack of size standards among retailers, and as a result consumers will encounter frequent size variations in their clothing size. Difference sizing technology has been developed to address the sizing issue. One is True Fit® which unlike other sizing technologies, uses mathematical algorithms to compile large amounts of data from designers. The purpose of this study was to analyze consumer confidence and satisfaction after True Fit® has been used to make a sizing decision while online shopping. The technology acceptance model (TAM) was used as the basis for the theoretical framework for this study. TAM explores how current advances in technology are influencing consumers' behaviors and attitudes. The variables studies included perceived ease of use, perceived usefulness, attitude, intent to use True Fit®, confidence and satisfaction. The methodology used in the study is a quantitative method consisting of an online survey and a True Fit® task, where consumers were exposed to True Fit® prior to answering questions about the use of sizing technology. The results of the study suggest the dependent variable of confidence and satisfaction with the sizing technology was positively affected by the intent to use True Fit®. Thus, it can be inferred that consumers felt positively about adopting apparel size technology and that technology such as this would have wide application in the future.
Date: December 2017
Creator: Parr, Jacqueline Nicole
Partner: UNT Libraries

Slogan Word Count and the Effects on Consumer Behavior

Description: Slogans can be attributed as a way in which to communicate a brand's message to its key consumer. An effectively established brand amongst targeted consumers can in turn generate profitability and ever further promote the brand. The purpose of this paper was to investigate the effectiveness of advertisements that employ vague or precise cosmetic product brand slogans among both male and female consumers. Ultimately, the end goal of marketing is to make a sale. Additionally, the purpose of this study was to determine whether or not the length of a slogan is an influential factor on the participant's motivation to purchase a cosmetic or skincare product. Data was collected through the use of survey in an online social media format, in order to test the effectiveness of different lengths of slogans for slogan recall, brand recall, brand awareness and purchase intention. Prior research and hypotheses were used to predict the concept that shorter more concise or precise slogans in this study would heighten the levels of all measured variables in the study, slogan recall, brand recall, brand awareness and purchase intention. The results of this paper conclude overall vague slogans have the potential to reach higher levels of slogan recall ability , brand recall and the intent to purchase, on the contrary shorter more precise slogans affect brand awareness at a greater level than the lengthier slogans.
Date: December 2017
Creator: Scro, Paige
Partner: UNT Libraries