Online Apparel Research Articles

PENGARUH BRAND EXPERIENCE, BRAND IMAGE-CONGRUENCE, BRAND AFFECT DAN BRANDTRUST TERHADAP REPURCHASE INTENTION PADA PRODUK FASHION BERRYBENKA SECARA ONLINE DI JAKARTA

The purpose of this study is to know how the influence of Brand Experience, Brand Image-Congruence, Brand Affect and Brand Trust to Repurchase Intention product online apparel Berrybenka at Jakarta.The research design used in descriptive research and causality research. The sampling used in this research is nonprobability sampling by purposive sampling methods and will require 107 respondents. The respondents must be using product online apparel Berrybenka. The method for analyzing data uses structural equation modeling (SEM), which uses the partial least square analysis program SmartPLS 3.0.The result showed that brand experience have an impact to brand affect. Brand image-congruence have an impact to brand affect. Brand experience have an impact to brand trust. Brand image-congruence have an impact to brand trust. Brand affect have an impact to brand trust. Brand experience have an impact to repurchase intention. Brand image-congruence have an impact to repurchase intention. Brand trust have an impact to repurchase intention.

Cross-cultural examination of apparel online purchase intention: S-O-R paradigm

ABSTRACT The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea.

Need for touch and haptic imagery: An investigation in online fashion shopping

Previous research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.

Comparing VR- and AR-Based Try-On Systems Using Personalized Avatars

Despite the convenience offered by e-commerce, online apparel shopping presents various product-related risks, as consumers can neither physically see nor try products on themselves. Augmented reality (AR) and virtual reality (VR) technologies have been used to improve the shopping online experience. Therefore, we propose an AR- and VR-based try-on system that provides users a novel shopping experience where they can view garments fitted onto their personalized virtual body. Recorded personalized motions are used to allow users to dynamically interact with their dressed virtual body in AR. We conducted two user studies to compare the different roles of VR- and AR-based try-ons and validate the impact of personalized motions on the virtual try-on experience. In the first user study, the mobile application with the AR- and VR-based try-on is compared to a traditional e-commerce interface. In the second user study, personalized avatars with pre-defined motion and personalized motion is compared to a personalized no-motion avatar with AR-based try-on. The result shows that AR- and VR-based try-ons can positively influence the shopping experience, compared with the traditional e-commerce interface. Overall, AR-based try-on provides a better and more realistic garment visualization than VR-based try-on. In addition, we found that personalized motions do not directly affect the user’s shopping experience.

온라인 의류 쇼핑 사이트의 제품 사이즈 정보 실태 분석 : 여성용 테일러드 재킷을 중심으로

온라인 의류 쇼핑 사이트의 제품 사이즈 정보 실태 분석 : 여성용 테일러드 재킷을 중심으로

One Tap Shopping Impulsive Fashion and Apparel Buying Behaviour

Digitalization has transformed brick and motor fashion-oriented business to one tap convenient business through smart phones via mobile applications. The digital age is more inclined towards fashion and apparel due to ample exposure of current trends in fashion industry through internet, social media, travelling, cultural exchange and others. The study emphasized on discovering the online fashion and apparel buying behavior, satisfaction level, and exploring the most influential factors towards the digital consumers for online fashion and apparel shopping by analyzing 256 respondents through convenient and judgmental sampling. Data is analyzed through Factor analysis and multiple regression. The study reveals that Price sensitivity factors has significant weightage towards online fashion and apparel shopping like flash sales, loyalty programs and points, spike sales- exciting offers on all categories for limited period, cashback offers, Discounts and offers.

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.

Antecedents & Consequences of Online Apparel Purchases Among the Youth

Today’s consumer buying behavior is very volatile and keeps changing in the customer oriented market environment. There are a wide range of factors that the consumer behavior depends upon and differs when it comes to the product, features, packaging, price, generation, status, age of the customer etc. Today’s youth ranging from 18-32 years of age follows the rhythm of the fashion and taste as per the changing times. They are more inclined towards having an enhanced online shopping experience.A survey with 100 customers of online apparels in India indicated that factors such as quality, discounted options and social conformity majorly affect the purchasing behavior of the individual and their association with the product. For research purpose, the dependencies were measured by causal analysis conducted by Smart PLS 3. To summarize, this paper discusses about the drive to buy and the consequences among the youth pre and post personal consumption.

การศึกษาความสัมพันธ์ของปัจจัยที่มีผลต่อการกลับมาซื้อซ้ำเสื้อผ้าและเครื่องแต่งกายออนไลน์ ของเจ็นเนอร์เรชั่นวาย ในประเทศไทย

การศึกษาความสัมพันธ์ของปัจจัยที่มีผลต่อการกลับมาซื้อซ้ำเสื้อผ้าและเครื่องแต่งกายออนไลน์ ของเจ็นเนอร์เรชั่นวาย ในประเทศไทย

Signaling trust: Cues from Instagram posts

Abstract Integrating the psychological theories of 'cue utilization' and 'trust online', this study identifies the cues in Instagram posts that build trust, in turn mediating consumers' positive attitudinal responses toward the branded products. The survey data from 260 Instagram users support the hypotheses that the 'popularity' and 'quality of the argument' of posts positively influence consumer trust toward a post, which builds positive attitudinal responses toward the branded products. The study supports the conclusion that consumers rely on the cues of popularity and quality of the argument of a post when they make use of cues for reducing uncertainty in purchasing apparel online. Two theoretical orientations are useful for explicating consumer attitudinal behaviors toward Instagram posts. Practical implications for enhancing the quality of Instagram posts by means of cues that create trust in posts are discussed.

Data modelling consumer-generated content usage for apparel shopping.

This data article presents raw inferential statistical data which determine the use of consumer-generated content for online fashion apparel shopping among young adult consumers in South Africa. The data was gathered from consumers within the Gauteng Province metropolitan area of Johannesburg. Structural equation modelling approach using partial least squares statistical software (Smart PLS) was used to test the posited hypotheses in the conceptual research model. Structured questionnaires were distributed to consumers within the Johannesburg Metropolitan area. This data set show that perceived usefulness, perceived trustworthiness, knowledge and Competence has a major statistical impact on attitude towards the use of consumer generated content. The data also suggested a statistically significant relationship between attitude and intention to use consumer generated content as a source of information for online apparel shopping. In addition, the data showed that the perceived usefulness and trustworthiness had a statically marginal impact on usage intention. The data also shows that the perceived enjoyment of user generated content by users has had a negative and statically insignificant impact on attitude, while attitude has had a positive and significant effect on consumer behavioural intentions.

Offline Returns for Online Retailers via Partnership

Online shoppers often prefer to return items to stores (or “offline return”) than to mail them back. We study a new business practice, return partnership, wherein online retailers partner with store retailers to offer offline returns. We seek to identify when return partnerships benefit both store and online retailers. Customers are heterogeneous in their distance to a store, and they choose between the online and store channels for their initial purchase, and if needed, for exchanging or returning an online purchase. We find that online retailers have incentives to choose a store retailer who has a low overlap with the online retailer’s product range as in the case of Happy Returns – a service provider that partners with apparel online retailers and mostly housewares store retailers – since this limits the loss of online customers to the store retailer at the time of their offline return. We show that, contrary to initial intuition, return partnerships may also feature retailers with high product overlap as in the case of Amazon-Kohl’s. In this case, the high overlap causes some store customers to migrate to shopping online, thereby keeping an online retailer’s incentive to partner. However, this migration of store customers to online limits the incentive of a store retailer with many stores because the added convenience induces a store visit from these customers only if they need to return items. Thus, we caution that with large overlap in product offerings, offline returns should not be too convenient for a partnership to form.

Are negative and positive reviews regarding apparel fit influential?

PurposeThe purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping.Design/methodology/approachA single factor (valence of fit review) within-subject experimental design was employed to examine how the valenced fit review (negative vs positive) affects the consumer online purchase decision process. A mock website was created to simulate the online shopping environment through four steps for developing a stimulus website for the main study. The data were analyzed using repeated multivariate analysis of variance and structural equation modeling.FindingsA total of 418 female consumers completed an online self-administrated survey. Results showed that positive fit review was more compelling than negative fit review for female consumers when they like the apparel product. Two aspects of information credibility (review and site credibility) and confidence in purchase decision evoked by both fit reviews and overall product information were significant determinants of the consumer purchase decision process in increasing consumers’ future purchase intentions through attitude to the online retailer.Originality/valueThe current study was an attempt to fill the gap in knowledge regarding the crucial role of fit reviews in apparel product purchase decisions in an online context. This study confirmed the type of fit reviews that would be influential on female consumers’ online purchase decision-making process for apparel products when they liked the apparel product, supporting positive confirmation bias from the information processing point of view. This study contributed to the importance of the two concepts (i.e. credibility and confidence in the purchase decision) in online information processing and purchase decision-making process.

A study of Chinese consumers’ adoption behaviour toward virtual fitting rooms

ABSTRACT The purpose of this study was to investigate Chinese consumers’ adoption behaviour toward VFRs by using the Technology Acceptance Model. Additionally, this study aimed to examine the influence of two relevant personality traits, fashion leadership and technology anxiety, on consumers’ VFRs adoption. Data were collected from 474 Chinese consumers via an online survey. Comparative analyses and regression analyses were conducted to test the proposed conceptual model regarding Chinese consumers’ adoption intention towards VFRs. It was surprising to learn that perceived usefulness, among the three perceptions suggested by TAM, had the relatively least influence on Chinese consumers’ adoption intention toward VFRs. Additionally, moderating effects of fashion leadership and technology anxiety were found on the relationship between consumers’ perceptions and adoption intention toward VFRs. The findings could provide implications to retailers and brands in their endeavours to motivate and encourage different consumers to use VFRs for online apparel shopping.

Evaluating garments in augmented reality when shopping online

PurposeAugmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.Design/methodology/approachThis research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.FindingsResults indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.Research limitations/implicationsOur findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.Originality/valueOur study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

Impact of Online Apparel Store Brand Equity, Customer Satisfaction on Customer Loyalty: Study in the City of Chennai

Impact of Online Apparel Store Brand Equity, Customer Satisfaction on Customer Loyalty: Study in the City of Chennai

Modelling and prioritizing the factors for online apparel return using BWM approach

Online apparel industry is suffering from a major issue of return, with a high rate of return for apparels that are sold online it becomes necessary to investigate the probable reasons of return in online apparel industry. The objective of the study is to develop a multi-criterion approach for evaluation of various factors that are responsible for the return of apparels purchased online in context of India. A total of 34 factors were identified through literature review and discussion with experienced experts from the fashion domain. In this study, best–worst method has been employed to prioritize and rank the factors for online return more effectively. Sensitivity analysis has been carried out to check the robustness of the proposed model of the study. The findings of the study show that fit and size variation, defects, found a better product (wisdom of purchase), wrong product delivery, lenient return policy and value for money were identified as crucial factors for online apparel return. The present study provides valuable research implications which can be used for retail policy improvements and also to online selling strategy.

The effect of perceived benefits and perceived risks on intention to shop apparel online by white - collar women in Vietnam

Online apparel shopping has become more and more popular and has attracted many consumers. This research aims to study how these perceived benefits and perceived risks influenced Internet users on buying apparel online. A survey of 298 white-collar women was carried out to identify the benefits and risks when buying apparel online. Five dimensions of perceived benefits (i.e. convenience shopping, abundance and liking product, competitive price, enjoyment, and comfortable shopping) and three dimensions of perceived risks (i.e. financial risk, product risk, and time risk) were ascertained by exploratory factor analysis. The correlation between these benefits and risks with online purchasing intention was explored by multiple regression tests. The result demonstrates that consumers perceive benefits more than risks in online apparel shopping. While ‘comfortable shopping’ has the strongest effect on respondents’ intention, ‘competitive price’ has the lowest effect. Among the risks, product risk is of highest concern, followed by financial risk and time risk. The result also shows that middle-age white-collar women of 31 to 40 years old have the intention to shop apparel online higher than other groups.

Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing

The rapid proliferation of fashion consciousness in India, and augmented internet usage facilitated online shopping trend, led to increase acceptance of fashion portals. The present research was focused on the online shopping determinants and adoption of fashion portals among Indian consumers. Plethora of researches indicates that now fashion consumers have online interface, quality services, varied and relevant information to assist them in shopping. The scale constructs relate to product assortment, shopping assistance, shopping efficiency, order fulfilment, order fulfilment reliability, perceived risk and trust. A primary research was conducted on Indian consumers frequently using the fashion portals for purchases. The study determines that the fashion customers are influenced by the service convenience paradigms of fashion portals. Conversely, the consumers stress less importance to perceived risk, and trust attributes of fashion portals. The quality of services convenience offered by fashion portals is improved along with relevant information display, the customers may get attracted to visit the portals, encourage revisiting and using them for online shopping. The present research is an initial attempt to assess the level of satisfaction with using the fashion portals.

Technology acceptance and return management in apparel e-commerce

Returns management, especially in apparel e-commerce, has gained increased attention due to the ecological and economic implications it imposes. However, research which explores the relationship between (i) reasons which drive customers’ apparel returns and (ii) customer-based instruments designed to reduce online apparel returns, has not yet been empirically examined in literature, especially from the point of view of customers. This research aims to examine the customers’ technology acceptance of four technological alternatives designed to prevent unnecessary apparel returns. To determine the customers’ technology acceptance, the Technology Acceptance Model (TAM) is used. To operationalize TAM, a Multi-Criteria Decision-Analysis (MCDA) approach is applied, wherein the Bayesian group Best-Worst Method (BWM) is used to infer the weights of the indicators (i.e. criteria) that contribute to the customers’ (users’) technology acceptance. This is done within the context of apparel e-commerce and with the application of qualitative tools such as an online BWM survey and expert interviews. The results show that reliable fit & size information is the most important sub-indicator contributing to the customers’ technology acceptance. Furthermore, it seems that whilst per subsequent alternative, the reliability of information provision regarding apparel attributes increases, the perceived user-friendliness (ease of use) of the technologies decreases, privacy and security concerns increase and the managerial implications increase as well.