Online Apparel Research Articles

Gaze behaviour, body image in women and online apparel shopping

AbstractOnline apparel shopping is popular among women, with possible negative body image consequences, particularly when the website imagery is body‐focused. We investigated both correlational and experimental effects of online apparel shopping on women's (N = 113) explicitly and implicitly measured self‐worth, appearance attitudes and body gaze behaviour. Self‐reported online apparel shopping behaviour positively correlated with self‐objectification and a tendency to value and compare one's appearance. Following a simulated online shopping activity, women who browsed a body‐focused activewear website felt worse about their looks, when compared with women who browsed a non‐body‐focused casualwear website. The activewear condition also primed lower subsequent visual attention towards female bodies in a gaze task, when compared with the casualwear condition. Given that women tend to naturally gaze at faces, the deprivation of facial stimuli in the activewear condition presumably led to a compensatory gaze effect, whereby subsequent attention towards bodies was comparably low. Importantly, dollars spent in the activewear condition correlated positively with appearance comparison and body shame attitudes. These results suggest that online apparel imagery exposure may negatively impact women's well‐being. We also find evidence suggesting that gaze behaviour plays a role in how apparel marketing influences subsequent attention.

Leveraging 4D Golf Apparel Wear Simulation in Online Shopping: A Promising Approach to Minimizing the Carbon Footprint

As fashion e-commerce grows, the online return rates are running higher than ever before. Online customers buy the same product in multiple sizes or colors with the intention of returning what is not necessary as they are unable to have a tactile experience during their purchase. In terms of sustainability, returns have a huge negative impact on the environment, causing waste sent to landfills and carbon emissions. In the United States alone, over 15 million metric tons of carbon dioxide are annually emitted from transporting returned inventory. This study explored an innovative way to help reduce online returns due to fit and sizing issues using four-dimensional (4D) golf apparel wear simulation. The study observed how online customers reacted to an apparel wear simulation where they could see the body–clothing interactions, such as dynamic changes in the drape of a garment and cloth deformations caused by different body movements, with a focus on golf apparel. Female customers (n = 13) with experience playing golf and purchasing golf apparel online participated in randomized experiments where three different e-commerce demo websites embedded with simulations were shown. In-depth interviews were followed to collect qualitative data, and surveying was used to quantitatively assess the perceived usefulness of 4D golf apparel wear simulations. The findings of the study indicated that the wear simulation has the potential to help customers find the correct fit and size when shopping online. By exploring the idea of providing a more accurate representation of how apparel fits and interacts with the body, this study sheds light on the promising approach of leveraging 4D golf apparel wear simulations in online shopping to enhance sustainable fashion and potentially contribute to reducing the carbon footprint by minimizing returns.

Experimental evidence that browsing for activewear lowers explicit body image attitudes and implicit self-esteem in women

Online apparel shopping is popular amongst women and offers salient visual information for making body image and self-worth judgements. Apparel segments which emphasize the value of women’s bodies are particularly effective for eliciting low body image and self-worth. Across two studies, we investigated the association between self-reported and experimental online activewear exposure on women’s self-worth, body image, appearance attitudes, mood and gaze behavior. In Study 1, participants (N = 399) completed a survey collecting their online apparel shopping habits, body appreciation, self-esteem, appearance comparison tendencies and self-objectification attitudes. Activewear was the second-most popular apparel segment amongst women (after casualwear) and weekly activewear browse time was positively correlated with appearance comparison tendencies, desires to be muscular/athletic and body shame. In Study 2, participants (N = 126) were randomly allocated to browse an activewear, casualwear or homewares website and completed pre and post measures of mood, body image, implicit self-esteem and body gaze behavior. In the activewear condition, there was a significant reduction in positive body image and implicit self-esteem scores. There were no experimental effects for body gaze behavior. These findings illustrate that apparel choices have value for understanding the aetiology of maladaptive body image attitudes and low self-esteem in women.

Inventory management for stockout-based substitutable products under centralised and competitive settings

Inventory planning in fashion markets is highly challenging, owing to uncertain demand; yet, in making inventory decisions, retailers may be able to capitalise on high substitutability between products. This research develops single-period inventory-management models describing a market with two substitutable products, under stockout-based substitution; i.e. when a customer’s preferred product is out-of-stock, s/he may choose to purchase the substitute. Two settings are considered: centralised (a single retailer who sells both products) and competitive (two retailers, each selling one product). For each setting, we derive closed-form analytical solutions for the inventory levels that maximise expected profit. The model is further enriched with sales data from an online apparel retailer offering substitutable products (a sneaker in different colours), and we analyse the sensitivity of the optimal inventory levels and profits to parameter values. Key findings include the following: (i) Under competitive conditions, both retailers always order positive inventory so as not to lose customers. However, in a single-retailer setting, there are situations in which the retailer orders inventory for only one product. (ii) The optimal inventory levels and corresponding profits are highly sensitive to consumers’ willingness to substitute between products. These findings provide concrete insights that can guide fashion brands’ inventory-management decisions.

Assessing customers' attitude towards online apparel shopping: A three-way interaction model

This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic word of mouth (EWOM), perceived risk, and perceived behavioral control in the relationships have been examined. Data were collected from 432 online apparel consumers using a survey questionnaire. First, the instrument's psychometric properties were checked, and then data was analyzed using Hayes's PROCESS macros. The results indicate that online purchase intention mediates the relationship between consumers' attitudes toward online shopping and actual purchase behavior. In addition, the results found strong support for the three-way interactions between attitude, perceived risk, and EWOM on purchase intention, and (ii) attitude, EWOM, and perceived behavioral control on actual purchase behavior mediated through purchase intention. The three-way interactions involving the double-moderation of EWOM make significant contributions to the growing literature on online buying.

Increasing digital dissemination and online apparel shopping behaviour of Generation Y

PurposeThis paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.Design/methodology/approachFor this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.FindingsIt finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.Practical implicationsOnline retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.Originality/valueThe study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.

Antecedents of consumers' online apparel purchase intention through Virtual Try On technology: A moderated moderated‐mediation model

AbstractThe study aims to empirically examine the consumers' online apparel purchasing behavior using the constructs from the technology acceptance model (UTAUT). The complex interrelationships between perceived usefulness, perceived risk, perceived enjoyment, and virtual try‐on (VTO) technology were explored using a moderated moderated‐mediation model. Most importantly, this research focuses on how VTO, one of the frequently used disruptive technologies, influences consumer behavior. Using a structured survey instrument, the data was collected from 288 millennial respondents and has been analyzed using Hayes's PROCESS macros. The results reveal that attitude towards VTO mediated the relationship between perceived usefulness and behavioral intention of customers to engage in online shopping. Perceived risk (first moderator) negatively moderated the relationship between perceived usefulness and attitude towards VTO, and perceived enjoyment (second moderator) has positively moderated the relationship between perceived usefulness and perceived risk and behavioral intention mediated through attitude towards VTO. The theoretical and practical implications were also discussed.

Effect of demographic factors and apparel product categories on online impulse buying behaviour of apparel consumers

The role of demographic factors (age, gender, income, education, and occupation) and various apparel product categories on the online impulse buying behaviour (OIBB) of apparel consumers is investigated in this research. Data was collected using a convenience sampling (non-probability) method. The 404 apparel customers in Delhi (NCR) participated in the survey using a structured questionnaire. Multiple regression, percentage analysis, and chi-square tests were performed for data analysis. The multiple regression results revealed that gender, age, education, and occupation were significantly and inversely associated with the impulse buying behaviour of apparel consumers. Further, the results indicated that income was significant and directly associated with the OIBB for apparel consumers. ANOVA findings indicated that apparel consumers’ demographic factors (age, gender, income, education, and occupation) have a significant simultaneous impact on the OIBB of apparel consumers. It was found that the T-shirt was the most popular online apparel product category for the impulsively purchased item (32.43% out of 11 apparel product categories). The research findings provide recommendations for e-retailers to improve marketing strategies to enhance online buying among apparel consumers.

The Impact of COVID-19 on Online Fashion Apparel Purchase Intention

The purpose of this study is to determine the influence of Covid-19 on the intention to purchase online fashion clothing. A structured questionnaire was used to collect data from 231 customers in an online survey. The researchers utilised exploratory factor analysis to uncover the most important elements that influence customer behaviour while purchasing online fashion items. Multiple regression study revealed that situational variables, practical motive, and safety and precaution had a positive and substantial influence on customers’ online buy intention for fashion items. Hedonic incentive, on the other hand, had a minor impact, despite being beneficial on purpose. A structured questionnaire was shared with the respondents for data collection. The Questionnaire was floated between individuals who purchase fashion apparel online. The questions assessing the four predictors were first subjected to an exploratory factor analysis. Second, multiple regression was used to determine the influence of these variables on online purchase intentions among customers.

An exploratory study to assess the impact of social media influencers on consumer’s buying behaviour for online apparel shopping

The COVID-19 pandemic has drastically accelerated the growth of Online retail shopping platforms. Moreover, it has introduced the concept of social media marketing and the emergence of Social Media Influencers. This study is based on the Stimulus-Organism-Response model of decision-making by Hebb 1950s. The study will analyse the impact of factors arising through content posted by SMIs and their influence on consumers’ buying decisions. The study will use Smart PLS to perform factor analysis and assess the relationship between measured variables and latent variables using Structural Equation Modelling.

The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting

The global outbreak of COVID-19 has been affecting consumer behavior in a significant way. The collaborative consumption businesses, such as online rental services, is one of those sectors that have been immensely disrupted by the pandemic because many ‘sharing’ services require high touch and human contact. The purpose of this study is to develop and test a comprehensive model of consumers’ acceptance of online apparel renting (OAR) that can also take account of the pandemic’s effect. To this end, a two-phase, mixed-method study was conducted to identify the specific determinants of OAR (Study 1) and to empirically test the model of OAR acceptance with the pandemic-related moderating variables (Study 2). This study identifies a series of consumer drivers of OAR including affordable access, shopping convenience, try before you buy, never wear same dress twice, and special occasion. It also demonstrates the significant moderating effects of two pandemic-related factors including perceived vulnerability to disease and desire for simplification. The findings provide practical managerial suggestions to OAR retailers and theoretical implications for future studies.

Can you see the feel? The absence of tactile cues in clothing e-commerce impairs consumer decision making

ABSTRACT The lack of sensorial input in the e-commerce domain impairs consumers’ online apparel purchases. Therefore, it is important to identify possible compensatory cues to present the ‘feel’ of a garment in an enhanced way. This study investigates how visual interpretation of the feel of fabrics is related to the actual feel. Haptic textile attributes of seven fabric swatches were quantified in an online questionnaire (part I), simulating an online shopping experience. Separately, a physical assessment of samples mailed to participants (part II), simulating an in-person shopping experience, was performed. Part I and II comprised 20 participants each. No robust significant difference was found between sex. The comparison of the visual only and the visual-haptic assessment showed higher variability and lower scores of the haptic attributes in the visual only session. Especially textile surface structure related haptic attributes could not be conveyed visually and needed tactile sensory input to assess.

Impact of E-Service Quality Dimensions on Customer Satisfaction and Loyalty in Online Apparel Shopping in India

This study aimed to assess the impact of the e-service quality dimensions on customer satisfaction and loyalty in the online apparel market in India. The study examined the direct effect of e-service quality dimensions on customer satisfaction and the effect of customer satisfaction as a mediator in the relationship between the e-service quality dimensions of fulfillment, privacy, efficiency, system availability, and customer loyalty. The study used a descriptive design and collected data from 239 respondents in 2020. Data were analyzed using statistical tools such as Statistical Package for Social Sciences (SPSS) and analysis of moment structures (AMOS). A confirmatory factor analysis was carried out to assess model fit, and path analysis using AMOS was used to test the direct relationships. The mediation effect of customer satisfaction between the dimensions of e-service quality with customer loyalty was tested through the PROCESS Macro package. While the e-service quality dimensions of fulfillment and privacy positively influenced customer satisfaction, efficiency and system availability did not lead to customer satisfaction. However, customer satisfaction partially mediated all four dimensions of e-service quality and customer loyalty. This study contributed to the academic literature by testing the E-SERVQUAL model in Indias online apparel shopping context. The study was relevant to online apparel retailers by identifying fulfillment and privacy as key dimensions influencing customer satisfaction amongst online apparel customers in India.

A moderated mediation mechanism underlying the impact of website telepresence on purchase intention - Evidence from Chinese female college student customers.

Telepresence in e-commerce, the feeling of resembling shopping in a physical store, plays a critical role in determining online purchase intention. However, the cognitive mechanism and boundary conditions about its effect still need further investigation. The current study construed flow experience and socioeconomic status as important variables and developed a moderated mediation model for their roles in the effect of telepresence. The model was supported by our study where a group of Chinese female college students participated in simulated online apparel shopping and completes relevant questionnaire surveys. The results show that: (1) website telepresence predicts positively the purchase intention of females, (2) flow experience mediates the impact of website telepresence on purchase intention, and (3) the relationship between website telepresence and flow experience could be moderated by socioeconomic status, namely, females with higher socioeconomic status demonstrate stronger mediation of flow experience. These findings can help researchers and online retailers understand the flow concept in e-commerce and formulate marketing strategies to retain consumers with different socioeconomic statuses.

ONLINE SHOPPING PERCEIVED RISKS DURING THE COVID-19 PANDEMIC: ON THE STUDENT’S CASE FOR THE APPAREL AND FOOTWEAR

The purpose of the article is to develop and test a methodological approach to assess the impact of the online shopping perceived risks during the COVID-19 pandemic: on the student’s case for apparel and footwear. The study used a set of general and special methods of cognition: logical generalization, qualimetric comparison, taxonomic and index analysis, graphical visualization, scientific abstraction, and systematization of data. Online shopping is now a widespread and popular sales channel of an extremely large range of consumer goods in almost all regions and countries of the world, especially in developing countries. The online sales segment in the Ukrainian apparel and footwear market has high growth rates and development prospects. The purpose of the article is to determine the perceived risks while shopping Apparel and Footwear (AF) online during a COVID-19 pandemic. To collect primary information, 634 students of Ukrainian and foreign universities were surveyed. Information processing was carried out by applying methods of mathematical statistics. The main conclusions of the study relate to both the theoretical foundations of consumer behavior and their practical aspects. Firstly, the majority of respondents, regardless of the difference in their socio-demographic characteristics, positively perceive online shopping as a protective measure against infection with the COVID-19 virus. Secondly, as for consumer sentiment in the post-quarantine period, we can expect further growth of Internet trade in AF, as almost a third of respondents are going to buy more than before quarantine, and their number is 2-3 times higher than the number of those who have the intention to buy less. Thirdly, the ranking of perceived risks while shopping AF online allowed us to identify the most important ones, namely the risks associated with the product itself (risks of improper quality of goods, and financial ones) and the risk caused by the online shopping process - the risk of unsuccessful return of goods to the seller. This study provides practical confirmation for understanding the risks of online trade-in AF. The results of the study will contribute to the adoption of scientifically based decisions by the management of online stores and future research of online shopping processes by scientists.

Retailing and ordering strategies for online apparel retailers facing bracketing purchase behaviour

ABSTRACT Consumer behaviour is changing in the e-commerce age for apparel products. More and more consumers tend to bracket, which means they purchase multiple versions of the same product to try at home and return those that do not meet their requirements. This bracketing behaviour can increase the likelihood that consumers buy the good-fit products. However, the tsunami of returns from bracketing has become challenging for online retailers. In this paper, we analytically address this issue by developing profit-maximising models for retailers facing bracketing customers. Our contribution is to explore whether and under what conditions should retailers encourage or discourage the bracketing purchase behaviour. Whether or not bracketing is profitable for retailers depends on the bracketer proportion and retailer’s reverse logistics cost. Further, we also find that while the profit is eroded because of the large number of returns, retailers should order more product to meet bracketers’ demand. In addition, we generate managerial insights from the findings that help online apparel retailers convert the seemingly harmful consumer returns from bracketing into an advantage.

Better or Worse? Effects of online promotion habits on customer value: An empirical study

Online frequent and uninterrupted price discounts easily cause customers to form general tendencies to purchase promotions, or ‘online promotion habits’. Compared with offline promotion shopping, the distinct features of online promotion shopping make customer behaviours highly changeable and leave the effects of online promotion habits on customer value a puzzle. Using a dataset of real transactions from a leading online apparel retailer in China, this study makes continuous observations of customers’ online promotion habits. Drawing on the behavioural learning theory, we empirically investigate the dynamic effects of online promotion habits on customer value. The results reveal that after customers form online promotion habits, their customer value increases significantly. Furthermore, among customers with online promotion habits, online promotion habits exert an inverted U-shaped effect on customer value. Namely, as online promotion habits strengthen, customer value increases accordingly, yet negative outcomes show if online promotion habits exceed a certain level. We discuss the theoretical and managerial implications of our findings, which will enable researchers and practitioners to measure and dynamically manage customers’ online promotion habits.

M-Commerce, Sales Concentration, and Inventory Management

Problem definition: The mobile commerce (m-commerce) channel is poised to be the future of online markets. It offers search features distinct from conventional personal computer (PC)-based e-commerce channels. Its easy accessibility extends the time available for customers to search, although its shopping environment constraints (e.g., small screen size, single-tab browsing) may inflate search costs. Collectively, these competing features cause ambiguity about the mobile channel’s true effect on sales concentration—a key criterion in managing retail operations. The focus of this study is to understand the net impact of the mobile channel on driving sales concentration. Academic/practical relevance: Our study extends the empirical literature focusing on online retailers’ channel strategies and their implication on operations practice. It examines differences in primary online channels—mobile and PC—on shaping sales concentration across products and the cost of ignoring such a difference on inventory management, a core decision for operations managers. Methodology: We collaborate with a large online apparel retailer to access customer-level transactional data. We identify the mobile channel’s effect on sales concentration using a difference-in-differences strategy that leverages a quasi-experiment stemming from the retailer’s decision to discontinue its PC sales channel. Results: We find that the mobile channel increases the share of popular products by 6.4% compared with the PC channel. We also identify scenarios where ignoring this significant sales concentration difference will yield suboptimal inventory stocking by 4.2%–12.9%. Managerial implications: Our paper highlights that the mobile and PC channels have different sales concentrations because of different search features. Ignoring this difference affects inventory decisions, such as safety and cycle inventory levels. Therefore, it is imperative for managers to revise their status quo strategies, such as on inventory procurement, assortment planning, and product display, when integrating m-commerce with e-commerce.

Leveraging personalization and customization affordances of virtual try-on apps for a new model in apparel m-shopping

PurposeVirtual try-on apps (VTOs) hold great potential to transform online apparel shopping, yet their acceptance by consumers has been lukewarm. By drawing on two theories – Sirgy’s theory of the self and Sundar’s theory of interactive media effects (TIME) – the study tests a PLS model with two new constructs: Photo Satisfaction and Consumer Inspiration, and their impact on Adoption Intention.Design/methodology/approachThis mixed methods study examines the effects from personalization and customization affordances in the latest generation of apparel VTOs. The proposed model was tested in a quasi-experimental within-subjects design, as 61 female participants completed a goal-directed and an exploratory apparel shopping task using two VTO apps available on the market.FindingsInspiration induced from the customization affordance in the exploratory task influenced Adoption Intention as strongly as Fit Confidence did. For both conditions, users’ satisfaction with their avatar picture had a stronger effect on Perceived Augmentation than the individual trait of Body Esteem. The study also demonstrates how TIME’s Sense of Agency component could help theorize positive consumer responses to mobile marketing technology, which in our study were induced via the app’s Mix and Match feature. Also demonstrated was that Perceived Augmentation could be influenced by body-image affective judgments made during the pre-task VTO avatar creation phase.Practical implicationsVTO’s customization feature “Mix and Match” appears vital for the adoption of such apps for exploratory m-shopping of apparel. Also important is the satisfaction with one's photograph during the avatar-creation phase. We further suggest that apparel retailers work with Augmented Reality developers to include dynamic avatar capability as well as social sharing affordances in VTOs.Social implications60 billion USD worth of returns occur annually in the online apparel retail industry, mostly related to fitting problems, not to mention the larger carbon footprint from the increased transportation. A more wide-spread adoption of VTOs can not only help with these problems but also lighten the traffic in brick and mortar fitting rooms, a potential hazard at this time of pandemic.Originality/valueThis is the first study to examine Consumer Inspiration in the context of online apparel retailing and to demonstrate the importance of Photo Satisfaction during the avatar-creation phase in influencing the subsequent user experience in apparel VTOs.

SizeAR – Online apparel trial system for customers using AR

SizeAR – Online apparel trial system for customers using AR