A Study on Parents' Childrenswear Consumption Mechanisms from the Perspective of Interactive Ritual

Abstract

Consumption is often influenced by the intermediary role of parents; however, the mechanism behind this influence remains unclear. Therefore, this study aims to explore the decision-making model of children's wear consumption based on the interactive ritual theory. Grounded research was conducted using data from semi-structured interviews with 24 parents. The findings of this study indicate that the decision-making process of parents regarding children's wear consumption can be considered an interactive ritual. The key elements that initiate this ritual include the characteristics of decision makers and users, the inherent attributes of the product, and social factors. Moreover, the interplay between perceived value and brand identity emerges as the central dynamic of this ritual, while the outcomes of the ritual manifest as purchase intention, customer satisfaction, and customer loyalty. Finally, the analysis of the dynamic process of children's apparel consumption is discussed, providing suggestions for the future focus of kids' garment enterprises, and outlining directions for future research.