Role of mall attractiveness in shaping fashion shopping orientation of apparel shoppers: a segmentation approach

Purpose The purpose of this study is to identify distinct segments of apparel shoppers based on their fashion shopping orientation. The difference among the segments based on mall attractive dimension is also examined. Design/methodology/approach The data were collected through mall intercept survey from the mall shoppers. Samples of 375 respondents are used for data analysis purpose. Exploratory factor analysis is used to extract the factors of fashion shopping orientation and mall attractive dimensions while K-means cluster analysis is applied to identify the segments. Findings This study resulted in three factors of fashion orientation of apparel shoppers, i.e. fashion involvement, variety seeking and economic value, and four factors of mall attractive dimensions: convenience, entertainment, atmosphere and architecture design. Based on these factors, this study came out with three distinct segments of fashion shoppers: pragmatic shoppers, variety seeking shoppers and highly fashioned shoppers. These three segments are attracted towards the mall dimension differently. Originality/value This paper presents the three distinct profiles of fashion shoppers based on their fashion shopping orientation and mall attractive dimensions. The findings of this study may help retailers and mall developers to target mall visitors appropriately.

Improving service brand personality with augmented reality marketing

Purpose Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality. Design/methodology/approach Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app. Findings The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers. Originality/value The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

Apparel shopping styles of Ghanaian female young adults

PurposeThe purpose of the study was to identify the apparel shopping styles of Ghanaian female young adults and to assess the applicability of the consumer styles inventory (CSI) within the Ghanaian context.Design/methodology/approachA multistage random sampling technique was used to select 405 Ghanaian female undergraduate students aged 18–25 years from the University of Ghana. The CSI was used to collect data and these were analyzed using principal component analysis.FindingsThe results showed that the subjects adopted multiple shopping styles when scouting for stores and selecting apparel for managing their appearance. Seven of the CSI dimensions were confirmed (perfectionism, brand consciousness, novelty-fashion consciousness, confused by over-choice, impulsive carelessness, recreational hedonism and habitual brand loyalty). A new shopping style, indifference shopping orientation was identified.Practical implicationsMarket segmentation, product development and marketing strategies should be tailored to the shopping styles of female young consumers in Ghana.Originality/valueThis study, for the first time, uses the consumer characteristic approach and the CSI to identify the apparel decision-making styles of young adult female Ghanaians. This fulfils the need for the study of shopping styles, which is vital for producers and marketers to enable them to make informed decisions to meet specific needs and expectations of these cohorts of consumers.

SHOPPING ORIENTATION, STATUS CONSUMPTION AND IMPULSE BUYING OF GENERATION X AND Y IN PURCHASING FAST FASHION PRODUCTS

Generation cohorts have different tendencies in purchase behaviors, especially the Generation X and the Generation Y. Although the age gap between these two generation cohorts is not wide, the Generation X has distinctive purchase behaviors that are different from the Generation Y. In the fashion business, the Generation X consumers do not consider the brands in purchasing their clothes, but they calculate the benefits in buying a clothing product. However, the Generation Y consumers consider it as a part of their social status, therefore, they position themselves in the middle class or the upper class by what they wear. The aim of this research is to investigate the different purchase behaviors of the Generation X and Y in buying fast fashion products in Surabaya. The purchase behaviors are reflected through such variables as shopping orientation, status consumption, and impulse buying. As this is a quantitative research, the data are collected using questionnaires that are distributed to 100 respondents. The respondents are chosen using the purposive sampling technique. Then, the data are tested for the validity, reliability, normality, and homogeneity. To test the hypothesis, the independent samples t-test is used. The results show that the differences between the Generation X and the Generation Y are significant in their shopping orientation and impulse buying. However, there are no significant differences in the status consump-tions.

PENGARUH SHOPPING ORIENTATION DAN ONLINE TRUST TERHADAP ONLINE SHOPPING INTENTION PLATFORM SHOPEE

Penelitian ini berjudul “Pengaruh Shopping Orientation dan Online Trust terhadap Online Shopping Intention Platform Shopee” yang dilakukan dengan tujuan untuk (1) Mengetahui pengaruh shopping orientation terhadap online shopping intention pada platform Shopee (2) Mengetahui pengaruh online trust terhadap online shopping intention pada platform Shopee. Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linear berganda. Pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Populasi dalam penelitian ini adalah mahasiswa aktif Universitas Ciputra yang memiliki akun Shopee. Sampel yang diperoleh adalah 364 orang mahasiswa. Teknik pengambilan sampel dilakukan dengan purposive sampling. Hasil dari penelitian ini adalah shopping orientation dan online trust berpengaruh secara positif dan signifikan terhadap online shopping intention, baik secara parsial maupun simultan. Kata kunci: shopping orientation, online trust, dan online shopping intention

SHOPPING ORIENTATION AND ONLINE TRUST TO ENHANCE ONLINE PURCHASE INTENTIONS WITH GENDER DIFFERENCES AS MODERATOR

The use of the internet now seems to have become a primary need. The growth of e-commerce in Indonesia is driving the popularity of non-cash transactions. The purpose of this study, first to give an overview and the implications of the influence of shopping orientation and trust in online consumer purchase intentions. Second, see gender differences as moderating variables because in the virtual group by gender plays a role in communication and e-commerce transactions. Purposive random sampling and Proportional Random Sampling used in sampling techniques. Regression Modeling of Moderating Variable with a Method of Sub Group used in this study with the analysis tool is SPSS 25. Suggestions that can be recommended for online shopping providers the expected to need a strategy in increasing trends in shopping at home by providing complete information. Also, consumer confidence in the services is crucial with the suitability of goods sold with completed information.