Fashion consumer groups and online shopping at private sale sites

Abstract

With the increasing popularity of private sale sites, it has become more important to understand those shoppers regularly visiting these sites. To date, no published studies have reported on shoppers of private sale sites. The current study was designed to divide shoppers of private sale sites into distinct fashion consumer groups based on their levels of fashion leadership, and to examine their differences in shopping behaviours. Data were collected from a convenience sample of 164 women aged 18 and older who were members of at least one private sale site. The respondents were recruited mainly using a snowball sampling technique, which relied on chain referrals to identify eligible participants. Factor analysis results suggested that fashion leadership consisted of two dimensions: fashion opinion leadership and fashion innovativeness. The respondents were divided into four groups, named fashion followers, fashion opinion leaders, fashion innovators and innovative communicators, based on their scores on the two dimensions of fashion leadership. In order to compare characteristics of the four groups, a series of anova were conducted and significant group differences were found in hedonic shopping, site visit frequency, and purchase intention. The significantly higher levels of visit frequency and purchase intention for innovative communicators indicate that this group represents a valuable market segment for online private sale companies to target. Implications for future research and limitations were also discussed.

Internet and Consumer Economic Wellbeing

“…In a study of fashion consumers who shop from private sale sites, the respondents are divided into four groups, fashion followers, fashion opinion leaders, fashion innovators and innovative communicators. The results show that innovative communicators have signifi cantly higher levels of visit frequency and purchase intention (Kim and Martinez 2013 ). A study of online auction fi nds that there are distinct auction shopper segments based on adventure and gratifi cation shopping motivations.…”

Acceptance of apparel private sale sites by consumers: application of original and extended technology acceptance model

“…Some researchers state that the consumers who are personally innovative and seek newness will prefer to use these platforms for shopping (Baybars & Ustundagli, 2011). The private sale sites offer the products for a specific period of time without allowing the consumers to know what will be sold (Kim & Martinez, 2013). It is reported that limited time format allows consumers to do the shopping for a limited period of time and it enables the customers to get a preview of what is going to be offered by enticing an appetite for luxury goods (Martinez, 2011).…”

“…It is reported that limited time format allows consumers to do the shopping for a limited period of time and it enables the customers to get a preview of what is going to be offered by enticing an appetite for luxury goods (Martinez, 2011). Kim and Martinez (2013) add that the private sale sites presented a unique shopping experience through exclusive membership which provides a special treatment such as being able to start their shopping earlier than the rest for the premium members that are loyal customers and frequent shoppers.…”

“…The products sold in private sale sites are composed of mostly fashion, specifically the small selection of designers' fashion type of products (Kim & Martinez, 2013) and high-end luxury brands (Martinez, 2011). The marketers are stated to use the advantage of appealing the consumers with the unique and scarce products in order to increase the attractiveness of the offer (Baybars & Ustundagli, 2011).…”

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“…Both can be artificially managed online with social sharing facilities and reduced offering. Innovative communicators have been found more likely than fashion followers to visit private sales sites frequently and purchase from them (Kim & Martinez, 2013). They are looking after bargain and after sharing their good experience, their smart shopping.…”