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This study examines the emerging cosplay subculture in Hong Kong.. A quasi-ethnographic approach including participation, observation., photography, and in-depth interviews was employed to understand the underlying motives and experiences of those engaged in cosplay activities. Authenticity, affective attachment, the extended self, and the negotiation of boundaries are also discussed in this article. From this study, it is evident that cosplay can give participants pleasurable experiences, meaningful memories, self-gratification, and personal fulfillment. Through this participatory activity, cosplayers can momentarily 318 Osmud Rahman, üu Wing-sun and Brittany iHei-man Cheung escape from reality and enter into their imaginative world. It is a form of role/identity-transformation from an "ordinary person" to a "super hero," from a "game player" to a "performer," and from "adulthood" to "childhood."

<p>This study aims to explore and understand consumers’ perceptions and behaviour towards pyjamas in the People’s Republic of China (China). This study is one of the few consumer research studies on a low-involvement and privately consumed apparel product – pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China. A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers’ purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. This study shows evidence that consumers are more conscious of the functional values of a low-involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country-of-origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product – pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers’ perceptions of pyjamas.</p>

The consumption of counterfeits is a central theme in understanding consumer moralism. While some studies on marketing have highlighted the consumption motives and socio-economic factors behind this seemingly unethical phenomenon, research on the subjective experiences of consumers and the cultural concerns about the consumption of counterfeits is lacking. The aim of this article is to gain a better understanding of how consumers construct and negotiate their moralistic identities through engaging in counterfeit consumption. We also examine how consumers utilize counterfeit goods as symbolic resources to echo, or even reproduce, the entrenched Chinese social relationships and marketplace ideological conditions. Our findings suggested that the research participants attempted to make sense of their counterfeit consumption behaviour by infusing the moralistic meanings drawn from the Chinese socio-cultural value orientation. The study concludes that the moral identity work and counterfeit consumption practices are interwoven in a web of multiple discourses and resources available in the contemporary marketplace under the overarching consumer moralism framework. K E Y W O R D S Chinese consumers, consumer moralism, counterfeit consumption, ethical behaviour, qualitative research

Purpose -This study aims to explore and understand consumers' perceptions and behaviour towards pyjamas in the People's Republic of China (China). Design/methodology/approach -A quantitative analysis and comparative methods were used for this study. From a large body of literature, seven product attributes were identified and used to measure and evaluate what constitutes consumers' purchasing decision for pyjamas. A total of 203 usable surveys were compiled, analyzed and collated. Findings -This study shows evidence that consumers are more conscious of the functional values of a low-involvement product than the symbolic values. The results of this survey indicate that comfort, fabric and quality are significant attributes, whereas country-of-origin and brand are relatively insignificant determinants for purchasing a pair of pyjamas. Research limitations/implications -Limitations of this study include the use of a convenience sample of female college students and confinement to a specific product -pyjamas. The results of this study are useful for fashion designers and marketers to understand Chinese consumers' perceptions of pyjamas. Originality/value -This study is one of the few consumer research studies on a low-involvement and privately consumed apparel product -pyjamas. The findings of this study provide insight and implications for fashion practitioners to develop their product and business in China.