Effects of Two Nonpersonal Information Sources on Student Buyers Evaluation of Apparel Merchandise

Abstract

This study was designed to identify the impact of two nonpersonal information sources, fashion videos and fashion photographs, on evaluation of apparel merchandise by student retail buyers. Two subject groups were asked to view three styles of a vendor's collection by media of a fashion video or a fashion photograph. Subjects responded to six questions about quality, price level, likelihood of purchase, amount of information, ease of purchase decision, and confidence in purchase decision. MANOVA and ANOVA were performed to determine whether the responses of the two groups differed based on medium used for presentation. Subjects were more likely to purchase fashion styles from a fashion video than from a fashion photograph. Subjects received significantly more information from the fashion video to use in making a purchase decision than from fashion photographs. Results from this study suggest that vendors should be encouraged to produce fashion videos to communicate product information and updates to retailers.