Pre‐purchase and post‐purchase satisfaction and fashion involvement of female tennis wear consumers

This study examined the relationship among pre‐purchase and post‐purchase satisfaction and fashion involvement of women who participated in tennis. As women's activities in sports, including tennis, are growing, it is necessary to investigate their clothing needs in order to meet consumers’ needs. A final sample consisted of 124 women who attended a Cortec United States Tennis Association Women's Pro Tournament. The questionnaires were personally distributed and collected during the tournament. The theoretical base for this study was the Engel, Blackwell, and Miniard model on consumer decision making. There was a positive significant relationship between pre‐purchase satisfaction and post‐purchase satisfaction (P < 0.01). There was a positive significant relationship between pre‐purchase satisfaction and fashion involvement (P < 0.001). Also, there was a positive significant relationship between post‐purchase satisfaction and fashion involvement (P < 0.001). Comfort was identified as the most important clothing attribute and fit the second most important for women to achieve satisfaction before and after purchasing tennis apparel. Seventy‐two percent of the women indicated the need for improved fit of tennis wear. Women of all ages reported garment length as a problem for each garment type. Two major reasons for not purchasing tennis clothing were high prices and inappropriate sizes.     

The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe

This study proposed wardrobe utilization as a means of explaining consumer clothing use behaviour, and aimed to explore its relationship with other antecedent variables. We posit that use innovativeness functions as an antecedent of wardrobe utilization within a model comprised of fashion‐related variables, such as fashion innovativeness and fashion involvement. An empirical study was conducted to test this relationship with 211 adult women between the ages of 20 and 40 years. In order to calculate wardrobe utilization, the number of clothing items worn by each respondent was divided by the total number of clothes that the respective respondent owns. The findings of this study revealed a measureable effect of use innovativeness on wardrobe utilization and apparel purchase behaviour. In addition, fashion innovativeness and fashion involvement was shown to affect use innovativeness; however, the two variables did not have a significant impact on influencing wardrobe utilization. These results showed that use innovativeness plays a role of the full mediator variable in the path from fashion involvement and fashion innovativeness to wardrobe utilization. These also indicated that people who are very innovative in their use of fashion are likely to broadly utilize their respective wardrobes. Finally, the impact of purchase behaviour on wardrobe utilization was dismissed, as purchase behaviour and use behaviour were found to be clearly distinguished from one another. Clothing utilization is related to the life cycle of clothes including their purchase, usage and disposal. And in better understanding clothing utilization, the needless waste of clothing would be reduced and would encourage better management of clothes after their purchase. In the context of the product life cycle, this study of clothing use behaviour can assist in building a more sustainable environment for the textile and fashion industry.     

Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region

Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers.     

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT

?This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.     

Moderating effects of consumer empowerment on the relationship between involvement in eco‐friendly food and eco‐friendly food behaviour

This study investigates the moderating effect of consumer empowerment on the relationship between involvement in and purchase behaviour towards eco‐friendly food. It uses the generalized linear model, with data from the 2017 Research on Food Consumption. The results showed that gender is related only to involvement in eco‐friendly food and this involvement is higher for women than for men. Moreover, involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food increase as age increases, with the highest increases observed at ages 40–49 and 50–59; the score for those older than these age groups was much lower, resembling an inverted U shape. Groups with high education and income levels presented high scores for involvement in eco‐friendly food, purchase empowerment, engagement empowerment and frequency of buying eco‐friendly food. Regarding the effects of involvement in eco‐friendly food, purchase empowerment and engagement empowerment on the frequency of buying eco‐friendly food, the main effects of involvement in eco‐friendly food and purchase empowerment as well as the interactive effects between involvement in eco‐friendly food and engagement empowerment were statistically significant.     

Effect of value perceptions on luxury purchase intentions: an Indian market perspective

India is witnessing a phenomenal growth in the luxury market segment. However, empirical studies in this domain are few and far between. The main objectives of this study are, firstly, to build and empirically test the theoretical framework designed to measure the effect of value perceptions on intention to purchase luxury fashion brands among Indian consumers. Secondly, to determine the role of gender in understanding the relationship between luxury value dimensions and purchase intention. This study employed researcher controlled sampling and questionnaires were administered through the personal interview from actual users of luxury fashion brands. Structural equation modeling (SEM) was applied to test proposed hypotheses using AMOS. The statistical analysis indicated that conspicuous value was the most significant predictor of purchase intention among Indian luxury consumers followed by hedonic value and social value. The results of the study also revealed that gender does not play moderating role in the relationship between luxury value dimensions and purchase intention among Indian consumers.     

Understanding gay consumers’ clothing involvement and fashion consciousness

This study’s primary objective was to provide a better understanding of gay consumers’ clothing involvement and fashion consciousness. Personal in‐depth interviews were conducted with 13 gay professionals in Canada. One hundred and forty‐five usable survey questionnaires were also collected from gay consumers. The Fashion Involvement Index Scale (FII scale) was adapted for this study. Interview participants indicated that, in general, gay men tend to be more fashion conscious than heterosexual men. Survey results also indicated two dimensions, fashion interest and fashion awareness that were found to be stronger for this group of gay consumers than for heterosexual men. The FII value for the survey participants also resulted in a sum score mean value of 11.2, a medium level of fashion involvement that is a slightly higher level than has been found for heterosexual consumers. Interestingly, this study does not provide strong evidence of gay consumers’ involvement in cutting‐edge fashion trends.     

Determinants of purchase luxury counterfeit products in social commerce: The mediating role of compulsive internet use

Research on counterfeit purchase intention has attracted enough attention, and a number of studies have investigated various determinants of luxury counterfeit purchase intention in the offline context. However, less attention has focused on the underlying mechanism of the attitude toward luxury counterfeit purchase intention in the social commerce context. Moreover, extant literature has focused on the influence of compulsive internet use (CIU) on psychological well-being. Based on flow theory, this study examines the mediating role of CIU in the relationship between influencing factors (such as materialism, novelty-seeking behavior, and hedonic benefits) and consumers’ attitudes toward luxury counterfeit products. Additionally, the moderating role of product conspicuousness and positive online reviews also examined the direct effects. Data were collected from active online users of Taobao.com. Results show that materialism and novelty-seeking behavior are significantly related to CIU and subsequently influence the attitude toward luxury counterfeit goods. Furthermore, product conspicuousness and positive online reviews have moderated the direct effect of the conceptual framework. Therefore, the current research contributes to the existing literature by addressing the mediating CIU and moderating (product conspicuousness and positive online reviews) factors that played a significant role in promoting counterfeit purchase intention, comparing the direct effect to promote the counterfeit purchase intention. Theoretical and practical implications are discussed in detail.     

Women's responses to fashion media images: a study of female consumers aged 30–59

The purpose of this study was to examine whether female consumers ranging in age from 30 to 59 prefer fashion advertising models more closely resembling their age. The sample for this study consisted of 182 women. Stimuli included full‐colored photographs of current fashion models. A questionnaire designed to explore participants' responses to the stimuli included scales measuring participants' beliefs about the stimulus models' appearances and attractiveness, participants' purchase intentions and perceived similarity with the models and participants' perceived fashionability of the model's clothing. Participants rated models appearing older in age significantly higher than younger models on the characteristics related to appearance and attractiveness. Advertisements with older models also had a significant positive relationship to participants' purchase intentions as compared to younger‐age models. Participants who perceived more similarity to the models were found to have more positive beliefs about the model's appearance and attractiveness and the fashionability of the model's clothing. Perceived similarity also had a significant positive relationship to participants' purchase intentions. As a result of this study, findings suggest that marketers and retailers should consider the age of the model used in their promotional materials. Specifically, it is possible that female consumers either transitioning into, or currently in, the middle adulthood life stages may have a preference for fashion models more closely resembling their age group.     

Toward an Integrated Model of Purchase Intention of Dietary Supplements in Sexually Oriented Advertising

This study was designed to examine antecedent factors that yielded a model of purchase intention of dietary supplements in sexually oriented advertising. Results suggested that sexual cognition, gender difference, individual attitude toward advertisements, and product involvement were yielded as key predictors toward people's purchase intention of dietary supplements. However, sexually oriented advertising did not considerably increase their purchase intention. A regression analysis also loaded sexual cognition and product involvement as two key determinants in the model of purchase intention of dietary supplements. Moreover, people with a more positive level of sexual cognition significantly resulted in their higher degree of purchase intention of dietary supplements.     

The decision processes of innovative communicators and other adopters

Based on the nature of their involvement with the target product category three market segments of consumers of fashion innovations are identified. It is hypothesised that each segment of consumers should use a different decision process when adopting an innovation. The major findings of this study are that the more innovative consumers used a less extensive pattern of decision making activity than consumers who were either less involved with the product category or were concerned about how the purchase would effect their perceived social status. These findings suggest that involvement with the category is different to involvement in the decision making process, and that the latter is somewhat contingent on situational factors.Thanks are expressed to John Rossiter, Judy Zaichkowsky, and the editor and reviewers for their comments on an earlier draft.     

Money Attitudes,Materialism, and Compulsiveness: Scale Development and Validation

ABSTRACT

Compulsive buying behavior is a chronic shopping disorder. Compulsive buyers purchase products to quell feelings of anxiety and depression. Past research suggests positive relationship between money attitudes, materialism, and compulsiveness. Money attitude, materialism, and compulsiveness scales have been adapted by researchers to validate their applicability in different countries. Results have revealed new factors. These scales were used to check their validity and applicability on Indian sample. CFA findings revealed that original factors and model could not be confirmed completely on the Indian sample. The study identified new factors: three money attitude factors (power-prestige, anxiety, and price sensitivity), five materialism factors (success, status, centrality, achievement, and happiness), and compulsiveness (one factor).     

Male eco‐fashion: a market reality

With the fashion industry striving for competitive advantage, eco‐fashions provide an opportunity to distinguish environmentally friendly products from other fashion products. However, the viability of these eco‐fashion brands is questionable. An exploratory study is conducted to explain men's differences, particularly, as clothing styles vary for men and women. The research examines if men's purchase intent would make a difference to the eco‐fashion industry. A random sample is collected to examine men's purchase intentions for eco‐clothing by product attributes, environmental concerns and sustainable behaviour. Partial least squares is used to empirically test the sample. A conceptual model is developed. It was found that there are four significant exogenous variables, environmental concern, sustainable pricing, sustainable behaviour and sustainable branding with a moderately strong, negatively signed coefficient path. Perceived consumer effectiveness and faith in others are not found to be significant moderators. This defined male segment makes several theoretical contributions as well as generating useful recommendations for marketing practitioners.     

在线促销限制对消费者购买决策的影响研究——基于精细加工可能性视角

文章基于精细加工可能性理论探究了在线购物情景中不同促销限制类型（时间限制和数量限制）对消费者购买决策行为的影响。通过2（产品涉入度：高vs低）×2（限制类型：限时vs限量）的组间因子实验设计进行了实证研究,结果发现：在线促销情境下,促销限制对消费者购买决策的影响受到消费者产品涉入度的调节。当产品涉入度高时,消费者偏好时间限制促销,购买意向更高,感知控制感起了中介作用。当产品涉入度低时,偏好数量限制促销,购买意向更高,感知稀缺性起了中介作用。文章丰富了促销理论和消费者购买决策理论,同时为商家进行有效的在线促销提供了直接指导。     

Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults

A three‐study examination of young adults suggests that their motivation for status in terms of their luxury fashion purchase intentions is impacted by a bandwagon effect. In Study 1, qualitative research informs what fashion items represent status to young adults, how they view these items, and how they view others owning these items. In Study 2, survey research establishes the link between the motivation for status (status consumption) and purchase intention/ownership of these fashion items. In Study 3, a national survey of young adults examines what mediates and moderates the motivation for status to lead to luxury fashion purchase intentions. Results from the three studies indicate that status consumption has a positive impact on purchase intention of luxury fashion. This research also finds that cultural variables have an impact (mediate) the relationship between status consumption and purchase intention. Specifically, collectivism, uncertainty avoidance, power distance, and masculinity mediate the relationship between status consumption and purchase intention. Finally, the moderating impact of the bandwagon effect has a significant effect on the relationship between status consumption and fashion purchase intention for the cultural variables of uncertainty avoidance, long‐term orientation, and power distance. Implications for marketers are provided based on the findings.     

Purchase decision regret: Negative consequences of the Steadily Increasing Discount strategy

The Steadily Increasing Discount pricing strategy pits product scarcity against a future discount and forces consumers to make a choice between cost savings and the potential risk of missing the purchase opportunity. Dual non-student samples provide insight into the regret associated with this decision. The first study finds that product scarcity increases both action regret (purchase) and inaction regret (non-purchase) while the level of discount only influences inaction regret. In study two, the individual characteristics of materialism and price consciousness both impact the decision to buy, only materialism influences purchase decision regret. Theoretically, the results reverse the omission bias, demonstrating that regret from inaction is more salient than regret from action in this purchase situation. The studies underscore the high-risk, high-reward nature of multi-period pricing for managers. While firms control product availability and discount levels, they cannot control their customers' personality traits. Therefore, they should make every effort to understand their customers before embarking on such a strategy.     

Motivators of market mavenism in the retail environment

This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour.     

Effects of product-specific word-of-mouth communication on product category involvement

Drawing primarily from categorization theory, this paper presents justification for the effects of word-of-mouth (WOM) communication on product category involvement. Results of an empirical test of this relationship are presented showing an enduring effect of positive WOM communication on product category involvement; this effect was not found for negative WOM. These results suggest that positive WOM about one firm's brand may help competitors by increasing involvement, thus generating more sales (not necessarily of one's own brand) in an entire product category. Our findings, coupled with categorization theory, provide support for a series of propositions presented concerning the effects of changes in product category involvement on nondiscussed brand attitudes and purchase intentions.     

Interactive music for multisensory e-commerce: The moderating role of online consumer involvement in experiential value,cognitive value,and purchase intention

Background music adds a multisensory element to marketing and e-commerce. Applying interactive sensory-enabling technologies (SETs) to online shopping websites is an area of interest in sensory marketing. This research examines interactive background music in e-commerce and investigates how online consumer involvement moderates the effects of interactive music. Single-factor experiments with three conditions (interactive music, static background music, and control) were conducted to investigate its impact on experiential value, cognitive value, and purchase intention of high- and low-involvement consumers among both students (Study 1, N = 251) and nonstudent samples (Study 2, N = 218). Different music genres were applied to stimuli of the two studies to demonstrate the generalizability of the findings. Results find that interactive music enhances the experiential value of e-commerce for low-involvement consumers. By contrast, high-involvement consumers show greater purchase intention under the interactive music condition due to a heightened level of perceived cognitive value. Involvement is an effective predictor of elaboration and purchase intention under the interactive music condition, but not under the other two conditions. The contribution is twofold: (a) it shows the impact of music as an interactive SET and, (b) demonstrates the moderating role of consumer involvement in the context of multisensory integration in e-commerce. Theoretical and practical implications are discussed along with limitations and directions for future research.     

Quest for the eco‐apparel market: a study of mothers' willingness to purchase organic cotton clothing for their children

The purpose of this study was to examine what consumer characteristics are related to willingness to purchase and selection of children's organic cotton clothing (OCC). A survey was conducted on mothers of pre‐schoolers to collect data on mothers' environmental characteristics, involvement with OCC and children's clothing, children's clothing purchasing behaviour and willingness to purchase OCC. A buying scenario experiment was used to examine whether price and other product characteristics influenced the participants' selection of OCC. It was found that a mother's environmental concerns, environmental purchasing behaviour and recycling behaviour significantly affected their involvement in OCC, which further significantly determined mother's willingness to purchase OCC. However, mothers were not willing to pay a premium for purchasing children's OCC. A majority (59.5%) of the mothers who selected OCC in the buying scenario indicated fabric softness was the main reason for their selection. Preparing environmental education materials for consumers and producing OCC with high quality and good performance would help improve the acceptance of OCC in the market.