Apparel Purchase Decisions Research Articles

Marketing Education and CSR: Gender Differences Within Generation Z

This research examines the relationship between gender and the consumer purchase decision of apparel products, with an emphasis on economic, social, ethical, stakeholder, sustainability, and discretionary aspects of CSR. Findings from a large midwestern university (n=170) suggest that women, more than men, consider CSR in apparel purchase decisions. Between both genders, social and sustainability CSR efforts were more recurring. The paper investigates a range of CSR activities and highlights differences between genders in generation Z. Educators should be aware that there is a gap between genders although the sample was of a younger generation that is typically perceived as progressive.

Analysis of golf apparel purchase decisions using the extended model of goal-directed behavior

We surveyed the golf fashion apparel purchase decisions of 270 golf players in Korea using the extended model of goal-directed behavior. Frequency, confirmatory factor, reliability, correlation, and path analyses were performed and structural equation modeling was used to analyze the data. Attitude, subjective norms, and perceived control were not significantly associated with golfers' desire in relation to apparel purchase decisions. However, positive and negative anticipated emotions and prior knowledge positively impacted their decisions, and prior knowledge and desire were positively associated with their purchase intention. Golf fashion apparel was purchased for users' own benefit, as a need-based emotional decision based on prior information, as opposed to being a spontaneous purchase made to attain greater social status. An increase in the demand for golf apparel purchases leads to an increase in golf participation, which will have a positive impact on the popularization and growth of the golf industry in Korea.

Garment fit expectations as determinants of men’s ready-to-wear business apparel purchase decisions: The personal appearance revelation

The purpose of this article is to examine male consumers’ functional expectations, aesthetic expectations and socio-psychological expectations of the fit of ready-to-wear business apparel as potential antecedents of the purchase decision among a sample of male consumers in the Gauteng province of South Africa. Data were collected from 216 respondents using anonymously completed online questionnaires. Research scales were operationalized based on previous work, and modifications were made to match the current research context and purpose. ‘Functional expectations’, ‘aesthetic expectations’ and ‘socio-psychological expectations’ all used eight-item scale measures. All the measurement items were on a five-point Likert scale anchored by 1 = strongly disagree, 2 = disagree, 3 = undecided, 4 = agree and 5 = strongly agree to express the degree of agreement. The three posited hypotheses were empirically tested. The results significantly supported all the hypotheses, except for H1. The study findings indicate that a robust relationship exists between socio-psychological expectations and purchase decisions, suggesting that socio-psychological expectations can have a strong, direct influence on male consumers’ decision to purchase business apparel. This could be indicative that when consumers evaluate garments, they do not only consider styles that fit comfortably, but also its aesthetic and cognitive impact. Both practitioners and academics may benefit from the implications of this study. A significant contribution is made to the fashion apparel marketing literature by systematically exploring South African male consumers’ functional expectations, aesthetic expectations and socio-psychological expectations of readyto- wear business apparel, and its effect on their purchase decision. Empirically, an understanding of consumers’ motivation to purchase ready-to-wear business apparel can assist retailers in developing more effective marketing strategies. While existing literature claims male consumers focus on the functional expectations of apparel, this study found that socio-psychological and aesthetic expectations have a significantly greater impact on South African male consumers’ business apparel purchase decisions. Overall, the current study’s findings support the proposition that there is a need to acknowledge aesthetic and sociopsychological expectations of business apparel as significant antecedents of male consumers’ purchase decisions in South Africa. This study, therefore, stands to contribute new knowledge to the existing body of consumer decision-making literature and male apparel shopping behaviour.

Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry

Over the last couple of decades, technological advancements have accelerated exponentially, especially in the realm of online social networking networks. The artificial intelligence (AI)-powered digital technologies applications continue to emerge to enhance and improve novel ways of communication on social media platforms, particularly Instagram. Indeed, this has caused a change in the behavioral and social customer journey, where customers need to embrace a digital experience adoption. The AI applications primarily aim to study the shoppers browsing trend to draw new clients and expand businesses. Even the fashion industry has tapped into Instagram's business benefits in this fast-paced and competitive industry. With this quick and compelling way to capture shoppers’ attention towards fashion products, the purchase decision may differ between e-shoppers and conventional shoppers. AI seems to be extremely promising and has the potential to be a game changer for Instagram users, advertisers, and influencers. This study applies the Engel-Kollat-Blackwell (EKB) theory to investigate the effects of AI-based digital technology experiences on Instagrammers’ fashion apparel purchase decisions - perceived eWOM, perceived emotional value, perceived quality, perceived risk and perceived price. Based on data collected from Instagram users, the framework of this study was evaluated using structural equation modelling (SEM). Semi-structured in-depth interviews were also conducted as part of the research to get a more in-depth understanding of the profiles and behaviors of Instagram users. Our findings from both methodologies confirm that perceived emotional value, perceived quality, and perceived eWOM revealed a statistically significant and positive influence on Instagrammers’ purchase decisions for fashion apparel. Meanwhile, the importance performance matrix analysis (IPMA) identified perceived emotional value as the most important factor for Instagrammers, but the highest performance was perceived quality. This research has important implications for Malaysian online retailers and shoppers to adapt to the fast-changing digital transformation. Assuredly, this study makes a noteworthy contribution to attitudinal research on social media commerce within the fashion industry.

Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study)

Unlike brick-and-mortar stores where consumers can use all of their senses to examine a product, online retailers must properly present products to shoppers via a computer-mediated interface. In this exploratory study, we investigate how the brain makes purchase decisions when it encounters different types of visual presentation strategies. Specifically, we use event-related fMRI to study brain activation preceding purchase decisions under three visual presentation strategies: (1) static picture, (2) image zooming, and (3) rotation video. Twenty-four (24) participants made 60 apparel purchase decisions. Utilizing machine learning, we study whether and how various neural circuits are engaged in purchase decision-making in regard to different types of visual sensory information. The functional neuroimaging results suggest high accuracy (highest: 95%, Rotation condition) in predicting purchase decisions using brain activity in the product evaluation process. Furthermore, cross-category validation reveals the activation patterns under the Rotation condition most successfully predict choices across the other two presentation conditions: this suggests a potential universal brain activity pattern in these apparel purchase decisions. Finally, we found some brain regions (such as the cerebellum) that are less likely to be associated with purchase decisions but are considered influential in predicting online apparel purchase decisions in the context of watching a rotation product video. The cerebellar activation may suggest association with spatial cognition and virtual navigation in addition to motor control. This study contributes to the research field of NeuroIS and online shopper study. The results provide empirical evidence to support the refined S-O-R theoretical model Jacoby (2002) and heuristic information process and inform the practical implications of sensory-engaging presentations in helping consumers to make online purchase decisions.

Millennials' Online Apparel Purchase Decisions through Social Interactions

The purpose of this research is to explore how Millennials mitigate perceived risks that occur during online apparel purchasing decisions through social interactions based on social learning theory. Also, this research investigates concerns generated from interactions with others when consuming apparel online. An exploratory investigation was undertaken with 78 undergraduate students using an online survey that included open and closed questions. Qualitative data revealed positive relationships between consumers' social interactions and purchases of apparel products online. Specifically, information searches through social interactions with trusted individuals utilizing online channels were found to validate purchasing decisions and alleviate perceived risks with purchasing apparel products online. However, consumers were also concerned with certain interactions due to the lack of credibility regarding reviewers, channels, and conflicting information. These findings provide an insight into millennial consumers' learning processes through consumer-to-consumer interactions in social media environments for apparel purchases. As online and mobile shopping along with consumers' social media usage for interacting continue to increase, these research findings guide retailers how to turn their attention to investing and utilizing these channels to enhance millennial consumers' positive purchasing experiences online.

Does Apparel Purchase Involve Joint Purchase Decision-Making? -Interpersonal Influences between Spouse or Significant Others-

Abstract This study examined factors that influenced susceptibility to dyadic influences between opposite-gender cou-ples on making apparel purchase decisions. This study focused on main effects of couple identity, product know-ledge, clothing involvement and gender, and the interaction effects of gender with other factors for normativeand informational influences. A survey was conducted on 155 males and 166 females currently married or in arelationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects ofjoint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interactionbetween gender and clothing involvement (fashion interest) were significant. The interaction between genderand other variables were insignificant. For informational influence, the main effects of partner's product know-ledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and betweenpleasure and gender were significant. Marketers may find implications from the study results on how couplesinfluence each other in making apparel purchase decisions.Key words: Joint purchase decision, Apparel purchase, Interpersonal influence, Couple identity

Importance of Extrinsic Quality Assessment Criteria when South African Female Consumers Evaluate Casual Daywear

To gain competitive advantage, marketers must make sure that they meet consumers’ needs and demands, to guarantee their satisfaction. It is therefore crucial that marketers will know to what extent their apparel customers apply evaluative criteria to assess clothing quality. The aim of this study was to determine the importance of extrinsic evaluative criteria used by female fashion consumers in the Vaal Region to assess apparel quality when purchasing casual daywear. For this quantitative study a self-administered, structured, validated questionnaire was developed to test how important the female lecturers at the Vaal University of Technology (in the North-West Province in South Africa) deemed six extrinsic evaluative criteria when purchasing casual daywear. Mean scores showed that appropriateness of the garments for a specific purpose was rated most important, followed by price and labels. Store image was rated in the fourth place, while brand and country of origin were rated much lower than all the other attributes. It was concluded that apparel manufacturers and retailers should take note of the outcomes of this study in order to understand consumers’ selection criteria when purchasing apparel. In-depth information on apparel consumer preferences could help retailers to plan their merchandise mix more efficiently, to identify niche markets and to develop targeting strategies for the various markets. Retailers could, in co-operation with consumer educational authorities, develop educational opportunities during which consumers could be made aware of the importance of using a wide variety of applicable evaluative criteria in order to make informed and responsible apparel purchase decisions. DOI: 10.5901/mjss.2014.v5n20p2133

Segmenting the teen girl apparel market: differences in fashion involvement, materialism and social responsibility

Purpose – The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in fashion and social responsibility. Design/methodology/approach – An online survey was administered to 157 teen girls (14-18 years). The questionnaire included demographic items and measures of the importance of product attributes in the apparel purchase decision, fashion involvement, materialism, charitable/social cause involvement and past socially responsible apparel purchasing behavior. A two-step cluster analysis, employing Ward’s method and k-means clustering, was conducted on each participant’s factor scores on the four dimensions of the product attributes scale. Findings – Three clusters were identified: the Conventionalists (n = 50, 31.8 per cent), the Self-Satisfiers (n = 34, 21.7 per cent) and the Embracers (n = 73, 46.5 per cent). MANOVA revealed differences among the clusters related to fashion involvement, social cause involvement, materialism and past socially responsible apparel purchasing behavior. Practical implications – Results suggest that teen girls may respond positively to trendy apparel products designed with attention to issues of the environment, labor and/or charitable/social causes, particularly if the products are perceived as esthetically appealing and provide utilitarian value. Originality/value – This work offers unique insights into teen girls’ apparel consumption behaviors by employing a benefit segmentation approach to explore the role that issues of social responsibility may play in teen girls’ apparel purchase decisions.

Exploring wool apparel consumers’ ethical concerns and preferences

Purpose– The purpose of this paper is to explore the potentially conflicting positive and negative ethical aspects of wool apparel and the relative importance of these ethical attributes when consumers in the USA make wool apparel purchase decisions.Design/methodology/approach– A two-stage mixed-method approach was used to explore the positive and negative ethical aspects of wool apparel and the relative importance of these ethical attributes in wool apparel purchase decisions. First, focus groups were used to identify ethical attributes that were important to wool apparel consumers in the USA. In the second stage, a conjoint survey was used to estimate the relative importance of the ethical and product attributes that were identified in the focus groups and the trade-offs made within this attribute set.Findings– Seven themes of ethical issues related to wool apparel consumption emerged during the focus groups: animal welfare, workers’ rights, environmental impact, extrinsic attributes, natural wool, country of origin (COO) and fair trade. In the conjoint analysis respondents identified COO as having the highest relative importance, followed by price, brand, ethical attributes and style. A cluster analysis of survey responses suggested there were two clusters that differed in the importance they attached to ethical labelling issues in wool apparel. The first cluster, did not place a great deal of importance on the ethical labelling issues included in the study, however, the second smaller cluster, ethical issues, specifically the humane treatment of sheep, were considered most important.Originality/value– The study identified wool apparel attributes that were valued by American consumers. That product attributes were more important than ethical attributes suggests a focus on ethical credentials alone may not be effective in wool marketing. Wool apparel was more likely to be purchased by American consumers if they were made in the USA, reasonably priced, made by an independent brand, from humanely produced wool and in a comfortable style.

Self‐concept and the fashion behavior of women over 50

PurposeThe purpose of the present study is to examine the connection between the self‐concept and fashion consumer behaviors of senior females.Design/methodology/approachParticipants for the study (n=200) were recruited from 12 chapters of the Red Hat Society located in the Southeastern USA; they completed a self‐administered survey. Relational, individual and collective identities were measured via well‐established, pre‐existing scales. Statistical findings were used to examine how senior females with unique identities (i.e. relational, individual, and collective self‐concepts) differ in terms of their shopping behaviors and fashion orientation.FindingsStatistical results from this study indicate that apparel purchase decisions for senior females are complex and involve issues beyond style, fit, and price. Information on how the identity groups differed from one another in the various shopping behaviors and their interest in fashion is identified.Research limitations/implicationsThis study provides an examination into the complex self‐concept of older females and its link to fashion‐related consumer behaviors. Recommendations on how specific apparel retailers can better target senior females are presented.Originality/valueResearch regarding the complex fashion needs, and purchase decisions of senior females, is sparse. This research contributes to the literature on fashion and apparel by examining how different identities relate to various fashion consumer behaviors for women over 50.

Silver seniors

PurposeOne of the fastest growing segments of the American adult population is adults over 65‐years old. This group is refereed to as “silver seniors.” Understanding the silver citizen market requires an in‐depth knowledge of seniors' attitudes and lifestyles. The purpose of this paper is to present an in‐depth view of the senior woman's self‐concept, lifestyle, and apparel‐related preferences and shopping behaviors.Design/methodology/approachUsing findings from an extensive review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for data collection and analysis provides rich insight into the behaviors and apparel needs of “silver seniors.” The tripartite self‐concept is explored as it relates to fashion attitudes and behaviors.FindingsFindings from this paper indicate that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important. Insights into the specific unmet apparel and retail needs of senior adult women are explored. Findings indicate that senior adult women continue to remain physically and socially active and have need for a variety of garments. Recommendations for apparel manufacturers and retailers targeting this lucrative segment are presented.Originality/valueThis paper is original to the retailing and consumer behavior literature. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine, in theory and practice, an overlooked yet growing segment of apparel consumers.

The influence of ethical trading policies on consumer apparel purchase decisions

PurposeTo explore the extent to which consumers' ethical concerns impact upon apparel purchase decisions and highlight the value of The Gap's corporate code of conduct in meeting these concerns.Design/methodology/approachFace‐to‐face questionnaires were conducted with Scottish consumers in February 2003. Respondents were recruited from central shopping areas using a convenience sampling method.FindingsDespite consumers possessing a high level of awareness of ethical issues, results reveal that factors such as price, quality and style have a greater influence on their apparel purchase behaviour than their concerns about the ethical practices of the supplier.Research limitations/implicationsAs the study was exploratory in nature and consisted of Scottish consumers only, generalisations of the results should be approached with some caution.Practical implicationsProvides a useful insight into The Gap's corporate code of conduct and the extent to which such codes meet the ethical concerns of consumers in relation to their apparel purchasing decisions.Originality/valueThe emergence of the ethical consumer has been much discussed, particularly in relation to global food markets (e.g. food miles, fair trade, organics, etc.). However, little agreement exists surrounding the ethics of apparel production. This study aims to contribute to this research gap by exploring consumer influences upon the apparel purchase decision‐making process.

Personal and non‐personal references used by South Korean men in apparel purchase decisions

An understanding of consumer behaviour helps companies in catering more effectively to the needs and wants of their target markets. This better understanding of the consumer can lead to significant increases in a company's sales within a given market segment, and therefore can lead to increased profits (Dhalla and Mahatoo 1976). Accordingly, understanding the factors which contribute to consumer purchases and consumer satisfaction are among the most important functions a market researcher may perform (Vecchio 1991). Once manufacturers understand the characteristics of their particular target market segment, more effective promotion can be devised (Piirto 1990).