Why are style subscriptions popular with Gen-Y men? An implicit theory perspective

PurposeThe primary purpose of this study was to investigate Gen-Y men's implicit beliefs, perceptions of their appearance and apparel styling, degree of fashion involvement, novelty seeking behavior and attitudes/intention toward the new style subscription box retail model.Design/methodology/approachAn online survey was used to collect data from adult men who were born between 1977 and 1994 residing in the USA. For data analyses, SPSS and AMOS were utilized for preliminary analysis and hypotheses testing with the structural equation modeling approach.FindingsThe findings of this research demonstrated that Gen-Y men's appearance management behaviors are guided by their innate mindsets or implicit theories, which further influenced their perceptions toward fashion and style subscriptions. Although Gen-Y men's degree of fashion involvement did not have a significant influence on their attitudes, this study found that their novelty seeking behavior positively influenced their attitudes and thus their intention to use style subscription box retail.Originality/valueTo the researchers' knowledge, this study is the first to explore the role of innate mindsets among male consumers in the Gen-Y group in the context of style subscription box retail. Therefore, the findings of the research will add theoretically grounded insights by linking the research area of the style subscription box retail and implicit theory appearance, as well as provide marketing strategies for style subscription box retailers.

Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on S-O-R model

PurposeThis study's aim was to investigate the stimulators of fashion e-consumers within e-commerce environments. The study proposed a framework utilizing stimulus–organism–response (S-O-R) theory to suggest that fashion involvement and opinion-seeking would act as sociopsychological stimuli, while product variety as an objective stimulus. Perceived quality is proposed as an organism, moderated by perceived price. Consumer buying behavior within e-commerce environments presents the framework's response. The study looked at variables with deeper insights into Malaysian fashion consumers.Design/methodology/approachA quantitative method was used to assess the significance of relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 374.FindingsResults indicate that fashion involvement is significantly associated as a sociopsychological stimulus, with product variety being an objective stimulus for Malaysian fashion e-consumers. Perceived quality is significantly represented as an organism through the framework, and buying behavior is the latent response. Price would significantly moderate the relationship between fashion involvement and quality. Opinion-seeking was found not to be a significant stimulus for Malaysian e-consumers.Originality/valueContribution of this study goes to the existing literature by providing a deeper understanding of Malaysian e-consumer behavior by applying S-O-R theory. Malaysian fashion e-consumerism was suggested to be influenced by product involvement, quality, price, opinion-seeking and product range offered; therefore, a proposed framework was demonstrated and tested.

Price Discounts and Fashion Involvement to Increase Online Impulsive Buying: Study Among Teenagers at Yogyakarta

This study aims to examine the relationship between discount prices and fashion involvement with impulse buying. The self-administrated questionnaire was developed from the literature administered to 135 female teenagers in Yogyakarta. Multiple regression analysis was used to examine the relationship between discount prices and fashion involvement in impulse buying. The results showed a significant relationship between discount prices and price involvement with impulse buying among teenagers. This study provides valuable insights into teenage impulse buying behavior in an online setting, especially Shopee marketplace, with integrated price discounts and fashion involvement as the antecedent

A Study of the Effects of the Internal Characteristics of Fashion Brand Salespeople on Core Sales Tasks

The purpose of this study was to reveal the effects of internal characteristics, such as fashion involvement, personality characteristics, and customer orientation of fashion brand salespeople on the core sales tasks, and how the core sales tasks and internal characteristics differ depending on differences in the way salespeople are remunerated. The data were collected as a questionnaire to fashion brand salespeople in Gwangju from September to October 2020. Using 235 responses, the data were analyzed with SPSS 21.0 for frequency analysis, reliability analysis, t-test, factor analysis, and regression analysis. The research results were as follows. First, fashion involvement comprises factors such as ‘fashion passion and sense’and ‘fashion trend interest’, and the greater the ‘fashion passion and sense’, the better the ‘sales management’and ‘customer relationship management’jobs. Second, 'esthetic openness', 'responsibility' and 'extroversion' of the big five personality characteristics have a positive impact on 'sales management' and 'customer relationship management' tasks. Third, customer orientation comprises factors such as ‘customer-centric understanding’and ‘gain customer trust’, the greater the customer-orientation, the better the ‘sales management’and ‘customer relationship management’tasks. Fourth, according to the position of the salesperson, the group of professional salespeople at manager level had high responses in core sales tasks, fashion involvement, customer orientation, and characteristics such as ‘agreeableness’, 'esthetic openness', and 'responsibility'.

PENGARUH FASHION INVOLVEMENT DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING MELALUI POSITIVE E-MOTION SEBAGAI VARIABEL INTERVENING

Impulse Buying merupakan perilaku membeli yang tidak disadari karena adanya pertimbangan unyuk membeli yang terjadi sebelum memasuki toko. Metode kuantitatif digunakan dalam penelitian ini dengan sampel dalam studi ini yaitu pelanggan Outlet Biru Yogyakarta sebanyak 100 responden. Teknik pengumpulan data menggunakan kuesioner skala likert. Teknik analisis yang digunakan yaitu dengan sobel test untuk mengetahui apakah ada hubungan melalui variabel mediasi yang memiliki kekuatan signifikan memediator dalam hubungan tersebut. Hasil penelitian membuktikan bahwa Fashion Involvement berpengaruh positif dan signifikan terhadap variabel Positive Emotion, variabel Shopping Lifestyle berpengaruh positif dan signifikan terhadap variabel Positive Emotion, variabel Positive Emotion tidak berpengaruh positif secara signifikan terhadap variabel Impulse Buying, variabel Fashion Involvement berpengaruh positif dan signifikan terhadap variabel Impulse Buying, variabel Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulse Buying.AbstractImpulse Buying is unconscious buying behavior because of the consideration or purchase intention that was formed before entering the store. The quantitative method used in this study with the sample in this study, namely the customer of Outlet Biru Yogyakarta as many as 100 respondents. The data collection technique used a Likert scale questionnaire. The analysis technique used is the sobel test to determine whether there is a relationship through the mediating variable which has a significant power to mediate in the relationship. The results of the study prove that Fashion Involvement has a positive and significant effect on the Positive Emotion variable, the Shopping Lifestyle variable has a positive and significant effect on the Positive Emotion variable, the Positive Emotion variable does not have a significant positive effect on the Impulse Buying variable, the Fashion Involvement variable has a positive and significant effect on the Impulse Buying variable, the Shopping Lifestyle variable has a positive and significant effect on the Impulse Buying variable.Keywords:Fashion Involvement; Impulse Buying; Positive Emotion; Shopping Lifestyle

Understanding the Effects of eWOM Antecedents on Online Purchase Intention in China

Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.

Analisis Faktor-Faktor yang Mempengaruhi Impulse Buying Pada Konsumen Karita Muslim Square Purwokerto

Unplanned purchases usually arise due to several factors, it could be price, lifestyle or following the push of a certain trend. Research on the effect of price discount, shopping lifestyle and fashion involvement on impulse buying on consumers Karita Muslim Square Purwokerto. This research is a quantitative study using 100 respondents who are consumers of Karita Muslim Square Purwokerto. This research uses multiple linear regression. The results show that price discount shopping lifestyle and fashion involvement have a positive and significant effect on impulse buying on consumers of Karita Muslim Square Purwokerto. The variable has a significant effect on impulse buying on Karita Muslim Square Purwokerto consumers. The variable has a significant effect on impulse buying on Karita Muslim Square Purwokerto consumers. Making shopping fun for consumers while still paying attention to purchases, this can be done by selecting the appropriate price, and products that are in accordance with trends or that are being liked by certain groups are fundamental to both consumers and producers