In recent years, fashion brands and retailers have been advancing rapidly to provide U.S. consumers more seamless omni-channel shopping experiences. The pandemic has further accelerated the growth of omni-channel shopping. This study aimed to explore the effects of channel integration in six aspects (i.e., promotion, product and price, transaction information, information access, order fulfillment, and customer service) on the U.S. consumers’ intentions to use three omni-channel shopping methods: buy online pick-up in-store (BOPI), buy online curbside pickup (BOCP), and buy in-store home delivery (BIHD). We proposed a mediation model to test the effects through consumer perceived values (hedonic value, utilitarian value), perceived risk, and perceived behavioral control. Furthermore, this study explored the moderating effect of perceived COVID-19 vulnerability on the relationships between consumers’ internal evaluations of channel integration and their shopping method selection intentions. A total of 516 eligible responses were gathered through a survey of U.S. consumers. Multiple regressions were applied to test the hypotheses. Six types of channel integration showed significant effects on the U.S. consumers’ internal evaluations, which in turn influence their intentions to use certain types of omni-channel shopping methods. Overall, the proposed model exhibits a satisfactory explanatory power.
Purpose The purpose of this paper to examine how Chinese consumers’ perceived functional and symbolic values of lifestyle fashion stores (i.e. merchandise quality, price, convenience, emotional value, aesthetic value and social value) affect their shopping behaviors (i.e. repurchase intention (RI), impulse buying (IB) and time spent (TS)). Design/methodology/approach In total, 223 eligible responses were collected via an online questionnaire survey. The psychometric properties of the proposed CPV-shopping behavior research model were examined, and the multiple regression method was applied to test the hypotheses. Findings The findings show that Chinese consumers’ RIs toward and TS in lifestyle fashion stores are determined by their perceived merchandise quality value, price value, emotional value and aesthetic value of lifestyle fashion stores. In contrast, Chinese consumers’ perceived price value and emotional value trigger their IB in the lifestyle fashion stores. The perceived values show satisfactory explanatory power for the variances of Chinese consumers’ shopping behaviors (R2=55, 50 and 49 percent for RI, IB and TS, respectively). Originality/value A better understanding of the Chinese consumers’ shopping behaviors toward emerging lifestyle fashion stores may assist retailers in targeting China as the soon-to-be largest consumer market.
An increasing number of apparel companies are inventing novel green technologies to produce regenerated cellulose fibers (RCFs) out of textile waste. RCF can significantly reduce virgin cotton production and decrease textile waste in incinerators or landfills. However, our knowledge on U.S. consumers’ willingness to purchase RCF-made apparel is still limited given its newness. To address the gap in the literature, this study aimed to identify the factors significantly influencing the U.S. consumers’ purchase intention toward RCF-made apparel. Building on the Theory of Planned Behavior (TPB), a research model including attitude, subjective norm, perceived behavioral control, perceived consumer effectiveness, and past environmental behavior as predictors was proposed to investigate the U.S. consumers’ intention to purchase RCF-made apparel. The primary data were collected by a Qualtrics survey of U.S. consumers. A total of 544 eligible responses were gathered for data analysis and hypothesis testing. The multiple regression method was applied for determining the proposed statistical relationships. Attitude, perceived consumer effectiveness, and past environmental behavior positively affect U.S. consumers’ purchase intention toward RCF-made apparel, while the effects of subjective norm and perceived behavior control are insignificant. Attitude plays a partial mediating role between past environmental behavior and purchase intention toward RCF-made apparel. A higher level of consumer environmental behavior leads to a more positive attitude toward and a greater likelihood to purchase RCF-made apparel. The proposed research model exhibits a good explanatory power, accounting for 64.8% of variance in U.S. consumers’ purchase intention toward RCF-made apparel.
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