The Impact of Consumers’ Need for Uniqueness and Nationality on Generation Y's Retail Patronage Behaviors: Investigating American and Taiwanese Consumers

ABSTRACT

Generation Y (Gen Y) consumers are now one of the most influential buying segments in U.S. history. This article empirically assesses the extent to which American Gen Y consumers and same-aged Taiwanese consumers’ need for uniqueness serves as a meaningful discriminant across retail patronage behaviors for branded apparel products. Results indicate a great deal of similarity between the two cultures’ need for uniqueness. Empirical findings reveal that consumers’ need for uniqueness does influence retail patronage behaviors. The implications of the similarities and differences between American Gen Y consumers and their Taiwanese counterparts serve as potential managerial mechanisms for building and sustaining retail patronage in a globalization era.     

Influences of retail brand trust,off‐line patronage,clothing involvement and website quality on online apparel shopping intention

This study examines the influence of retail brand trust, off‐line patronage, clothing involvement, and website quality on online apparel shopping intention for young female US consumers. Data for this study were collected from 200 young female consumers who completed an online survey. Participants were asked to select one of three pre‐determined apparel retail brands that they have either had experience with or were familiar with. Respondents were then asked to keep their selected retailer in mind when completing the questionnaire and were also asked to briefly visit the retailer's website shopping for a shirt or blouse. Factor, correlation and multiple regression analyses were conducted to test our hypotheses. Retail brand trust, off‐line patronage, clothing involvement and two factors of website quality (usability and information quality, visual appeal and image) were found to significantly influence online apparel shopping intention. Off‐line patronage was the strongest predictor of online shopping intention. Implications for multi‐channel apparel retailers were discussed based on these findings.     

Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement

Apparel retailers need more information to reach and increase patronage from Generation Y with $150 billion purchasing power. Experiential retailing, involving one or more of the five senses, helps create utilitarian and hedonic benefits for brick‐and‐mortar apparel shoppers. However, little is known about how Generation Y responds to experiential strategies. This study of Generation Y brick‐and‐mortar apparel shoppers, using a cohort approach, seeks to determine which dimensions of a shopping experience, as well as shopping involvement level and demographics, are associated with store preference and patronage intent.     

Influence of retail store environmental cues on consumer patronage behavior across different retail store formats: An empirical analysis of US Hispanic consumers

This study examined the influence of Hispanic consumers’ perceived importance of apparel retail store environmental cues and demographic characteristics (i.e., age and the number of years lived in the US) on their apparel store patronage behavior across various retail store formats. Three apparel retail store environmental cue dimensions were identified. Of the three dimensions, Customer Service appeared as a significant determinant in Hispanic consumers’ decision to shop at department stores, specialty stores, and mass merchant stores. Convenience was significantly, but negatively, related to the use of specialty stores. Physical Atmosphere appeared as significant determinants of Hispanic consumers’ use of Internet websites. The respondents’ shopping frequency at department stores, Internet websites, and catalogues was significantly different based on the respondents’ age and number of years lived in the US This study offers insights for apparel retailers in building effective retail store environments to attract Hispanic consumers.     

Influences of online store perception,shopping enjoyment,and shopping involvement on consumer patronage behavior towards an online retailer

Online apparel retailers have adopted various types of image interactivity technology (IIT), such as close-up pictures or zoom-in functions, mix-and-match functions, and 3D virtual models to enhance consumers’ online shopping experience. The purpose of the present study was to examine the influence of level of IIT on consumer perception of online retail environment, shopping enjoyment, shopping involvement, a desire to stay, and patronage intention. Significant structural relationships between these research variables were found, supporting a pleasure-oriented conceptual model of consumer patronage behavior in the online retailing environment. Theoretical and managerial implications are discussed.     

Food shopping behavior in the Arabian Gulf region: a comparative study

In the context of an online apparel setting, this study examined the effects of amount of information and music on consumers’ affective states (i.e. pleasure and arousal) and cognitive states (i.e. perceived risk and attitude toward the site), which in turn may affect consumer shopping response (purchase intent). The moderating role of situational involvement with online shopping on the relationship between music/amount of information and affective/cognitive stateswas further examined. Results revealed significant effects for amount of information and music in relation to consumer situational involvement with online shopping. In addition, results revealed a significant effect for pleasure on perceived risk and attitude toward the site which in turn affected purchase intent. The findings of this study provide valuable managerial insights to online retailers by indicating the importance of the amount of information available on an apparel website. Additionally, this study is a springboard in determining the significant effect of music on affect and shopping responses on online shopping websites.     

Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations

Technology is transforming how retail services are delivered and the experience lived by consumers. Online and offline channels are converging to deliver a seamless omnichannel shopping experience. However, despite retailers’ significant technology investments, shoppers do not always adopt omnichannel usage. Understanding omnichannel retail technology (ORT) usage and how it interacts with shopping orientations is thus an important research challenge.The model is tested through a field study that targets real users of a 3D virtual reality application.The results first show that omnichannel use positively influences performance and effort expectancy perceptions. Second, the effect of ORT use on decision quality depends on task orientation. Third, task orientation moderates the effect of omnichannel use on performance expectancy. Fourth, recreational orientation positively influences shoppers’ perceived experience. Fifth, perceived value is an important predictor of retail patronage intentions.     

The influence of social capital on local retail patronage in an urban setting

Local retail stores are currently facing intense competition from both online retailers and large chain stores. An understanding of local retail store patronage (i.e., patronage of retail stores in one's own community) is essential to the survival and growth of local retailers. Drawing on Social Capital Theory, we theorize and show with store-level survey data the influence of social capital (community attachment and reciprocity) on local retail store patronage in a large urban setting. We find that the impact of social factors differs for residents within the community compared to those outside of the community. We also demonstrate the importance of social factors in comparison to non-social factors. These findings contribute to the literature by extending the impact of social capital on local retail store patronage beyond rural settings, providing insight into urban consumers' decision to patronize local retail stores, and highlighting the impact of community boundaries. These findings also generate practical recommendations for local merchants and stress the importance of building reciprocal relationships with local customers as well as varying communications across community boundaries.     

Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective

Social networks are an innovative tool that people use to communicate with family, friends and, increasingly, businesses. To optimize social networks as a marketing strategy, apparel retailers must understand consumers׳ motivations to interact with retailers via social media. We argue consumers׳ motivations for shopping on Retail Facebook Pages (RFP) compared to traditional retail formats may differ. The purpose of the study was to examine the influence of utilitarian and hedonic motivations (i.e., time savings, information access, bargain perception, and experiential shopping) on purchase intention and loyalty among consumers that use RFP. Using SEM, we show that experiential shopping influences loyalty, but not purchase intention, that bargain perception influences neither purchase intention nor loyalty, that information access influences time savings and loyalty, and that loyalty impacts purchase intention.     

The rise of the grocerant: Patrons’ in-store dining experiences and consumption behaviors at grocery retail stores

Grocerants (grocery retail store + restaurant) represent a rising retail sector in the foodservice industry. The grocerant business model transforms a space of everyday mundanity (grocery retail shopping) into one of experiential value, offering consumers a social space to linger, dine, and seek nourishment all within the same commercial premise. To this end, grocerants represent an experientially driven consumption segment, a fertile context worthy of exploration yet understudied. Informed theoretically by the brand experience model, this study explored the role of grocerant patrons’ product experiences, in conjunction with the variables of need for uniqueness, product satisfaction, product involvement, price-quality schema, and behavioral intentions. A quantitative approach and a field survey method were employed, and analyses confirmed the effectiveness of the higher-order structure of product experiences (sensory, affective, behavioral, intellectual, and escapism). In addition, satisfaction, involvement, and need for uniqueness were confirmed as contributors to building favorable behavioral intentions. The link between involvement and intention was also influenced significantly by price-quality schema, and satisfaction and involvement were accounted as critical mediators. Theoretical and practical implications were discussed.     

The store-as-a-brand strategy: The effect of store environment on customer responses

Despite their significance within the apparel industry, retailers selling just their own brand of apparel (single-brand apparel retailers) have not been examined for the relationship between their store environment and customer responses. This study explores the effect of store environment on customers’ internal evaluations and behavior toward single-brand apparel retailers. Further, to understand the store-as-a-brand strategy, this study examined whether customers have similar cognitive and affective perceptions toward the store versus merchandise. A mall intercept survey was conducted and a non-recursive structural equation model was employed to test the proposed hypotheses. This study found that social, design, and ambient cues as well as merchandise cues influence internal evaluations and ultimately approach behavior toward single-brand apparel retailers. This study also affirmed that the store-as-a-brand concept is valid for a single-brand apparel retailer.     

Shopping values of clothing retailers perceived by consumers of different social classes

With the advent of diverse forms of retailing, competition among retailers is becoming more intense. Due to this phenomenon, retailers now require marketing strategies that can differentiate themselves from other retailers. However, there is a lack of research on what kind of shopping values consumers perceive from the retailers they visit. This paper analyzes dimensions of shopping values consumers perceive and variations in perceived shopping values according to the types of clothing retailers, be it a department store, discount store, or internet shopping mall. More specifically, the paper analyzes the moderating effect of consumers’ different social class in perceiving the shopping values of each retailer. The results show that shopping value consists of five major constructs: experiential, diversional, reliable, efficient, and self-expressive shopping values. We also found that consumers perceive more experiential, diversional, and reliable shopping values in department stores and internet shopping malls than in discount stores, and self-expressive shopping value is highly perceived in department stores. However, consumers’ social class can moderate the perception of shopping values for department stores and internet shopping malls, but not for discount stores. Discount store shopping is likely to provide consistent shopping values to consumers of all classes. Based on these findings, managerial implications are then presented.     

Exploring the involvement-patronage link in the phygital retail experiences

Phygital retail experiences connect physical and digital worlds together to create unique experiences among customers. Despite the widespread uses and applications of phygital retailing, the involvement-patronage link remains unexplored. This paper thus aims to make up this gap by examining the effects of customer involvement on their patronage intentions in the phygital retail context. More specifically, building on the social exchange theory, this paper mainly addresses the effects of five dimensions of involvement on customer engagement; and the influence of customer engagement on their patronage intentions in the phygital retailing. The role of customer innovativeness as a boundary condition is also explored. Data were collected from 237 customers who experienced phygital retail stores and analyzed through structural equation modeling. The results show that five facets of involvement (i.e., risk importance, risk probability, sign, interest, and pleasure) affect customer engagement, which eventually affects customers’ patronage intentions of phygital products. This study further identifies that the effects of each dimension of involvement on customer engagement are higher (lower) among the customers with high (low) innovativeness. The findings of the study offer significant theoretical and managerial implications.     

Image and consumer attraction to intraurban retail areas: An environmental psychology approach

This study suggests that intraurban retail area patronage decisions are influenced by the image of the area. A model of environmental behaviour is derived from the extant literature and tested empirically. An approach to measuring consumer perceptions of retail area image is proposed. The research finds significant relationships between product and store range and quality, visual amenity, customer service and consumers’ willingness to patronise a retail area. Affect, or consumers’ liking of the area, mediates the impact of retail area image on consumer behaviour. The value of this approach is that retailers and regulatory bodies may be able to explain and predict the effects of changes to retail environments on consumer patronage decisions.     

Influence of apparel quality knowledge,purchase attitudes and demographics on patronage preferences of rural and urban women

The influence of extrinsic cues (price, quality, store image), intrinsic cues (apparel quality knowledge) and demograpics on the store-patronage preferences of rural and urban consumers was determined. Multiple linear regression was used to generate three predictor models of store patronage (P < 0.05) for 192 rural and 149 urban women responding to a mail survey on attitudes toward discount stores. No differences were noted in attitudes of rural and urban consumers. Attitudes toward apparel price, quality and store image in discount and non-discount stores were much better predictors of store-patronage preferences than were apparel quality knowledge and demographic characteristics. The results of this study may help retailers in defining and reaching their target markets and help educators in assisting students to understand consumer-purchase attitudes and patronage preferences.     

The children's wear consumer: an investigation of store patronage patterns in the U.S.A.

With a 1991 sales volume of over 820 billion. and recent annual sales increases ranging from 3 to 7%. understanding the patronage patterns of the children's wear consumer is becoming increasingly important to apparel retailers. This study. using responses from 953 midwestern households, analysed differences between shoppers and non-shoppers of seven different types of retail institution: discount store, mass merchandiser, department store, specially store. factory outlet, catalogue order, and used clothing store. Results from t-tests and logistic regression indicated that appearance. performance and functional factors. as well as marital status, education and income are important determinants of store choice. The results suggest the importance of recognizing the benefits sought by consumers when devising marketing strategies targeted towards the children's wear consumer.     

The influence of gender,social cause,charitable support,and message appeal on Gen Y's responses to cause-related marketing

Abstract

This study examined the influence of gender, type of social cause, amount of charitable support, and message appeal on Gen Y consumers' attitudes and purchase intentions towards an apparel brand within the context of cause-related marketing. A questionnaire, with an experimental design component, was administered to a sample of 562 Gen Y college students. Results suggest that Gen Y consumers are more likely to form positive attitudes towards an apparel brand when the amount of the charitable support is clearly communicated. Gender did not influence attitude towards brand, but did predict purchase intentions. Attitude towards brand, subjective norm, evaluation of the advertisement, and involvement in social causes were strong predictors of purchase intentions. When developing CRM initiatives, marketers should consider Gen Y's involvement in a social cause (e.g. volunteerism) rather than their stated interest in the given cause, and they would be well advised to state precisely (in advertisements) the amount of monetary contribution made to charitable causes.     

Grocery pickup creation of value: Customers’ benefits vs. spatial dimension

This article examines an Internet grocery shopping model very frequent in the UK and in France: the grocery pickup system. It strives to answer this research questions: does this system create value for consumers? The methodology relies on in-depth interviews with retailers and data from French retail grocery industries. The exploratory approach through experts’ interviews concerning the content of retailers’ selling propositions for consumers reinforces the theoretical framework related to customers’ value and grocery pickup. It appears that long term value could exist through the satisfaction of functional, experiential and relational benefits responsible for the uniqueness of the retailer's positioning. Given the asymmetry between retailers approach and consumer's one, the second part is focused on a particular aspect of the functional benefit: closeness in retailing. Then, an entropy measurement in a French context from two large samples of 1576 hypermarkets and 1473 grocery pickups are conducted. Results show that grocery pickup locations fulfill this sine qua non successful condition. Nevertheless, it is made evidence that this new channel is most of the time developed in overstored areas.     

Large format retailing in the US: a consumer experience perspective

Proponents of relationship marketing seek to develop and maintain long-term ties to their customers in the hope of having a loyal customer base. In this paper we examined large format retailing from the perspective of consumers’ experiences in these stores. Focus group interviews were conducted in two major US metropolitan areas and one medium size market. After analyzing the focus group content, several themes emerged related to patronage of large format retailers. These included the accuracy of prices when products were scanned and loyalty to store personnel based on familiarity. Large format supercenters were especially chided for their bigness and potential negative impact on smaller retailers. Attending to the details of the food retail business (accurate pricing, product availability, continuity of personnel) are ways in which consumers’ experiences in retail stores might be improved. Numerous choices and a diverse array of retail formats are available to consumers in the US market. Managerial implications are discussed in the light of a changing retail landscape.