Gender and Age Differences in Triple Media Usage Related to Outdoor Apparel Purchases

Abstract

Abstract This study defines the concept of triple media and examines various marketing media that influence a con-sumer's purchase of outdoor fashion brands. We explore the effects of gender and age on information searchesrelated to outdoor fashion brands and purchase criteria related to outdoor clothing. A survey of consumerswho visited stores was conducted. We targeted consumers between the ages of 15 and 50 and analyzed 764questionnaires. The results show that triple media involve eight factors: five factors (printed ads or radio ads,campaign ads, Internet ads, TV ads, and store ads) in paid media, one factor (direct marketing) in ownedmedia, and two factors (channels of social network services, channels of direct promotion) in earned media.Further, the evaluation/appraisal criteria of outdoor clothing consist of four attributes (practicality, promotionalactivities, product power, and customer service). The teenager group showed significantly low usage of cam-paign ads, direct marketing, and direct promotion, while the use of Internet ads is particularly high amongteenagers compared to other age groups. Moreover, teenagers are least likely to rely on practicality whenevaluating clothing and are most likely to value product power. Additionally, women show significantly highusage of direct marketing. In terms of the clothing appraisal criteria, women assign higher value to practicalityand promotional factors than men. The theoretical and managerial implications of the findings are discussed.Key words: Triple media, Paid media, Owned media, Earned media, Clothing appraisal criteria