Hedonic and utilitarian shopping motivations of fashion leadership

Kang, Jiyun; Park‐Poaps, Haesun

doi:10.1108/13612021011046138

Cited by 170 publications

(153 citation statements)

References 46 publications

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“…The last point is that fashion behaviour is deeply rooted in emotional and psychological motivations (Jackson & Shaw, 2009;Kang & Park-Poaps, 2010). Following is a review of consumer emotion as an organism.…”

Section: Fashion Shoppingmentioning

confidence: 99%

Online shopping environments in fashion shopping: An S-O-R based review

Kawaf¹,

Tagg²

2012

Mark. Rev.

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IntroductionIn spite of the rapid emergence of web-based fashion retailers (Birchall, 2010;Costa, 2010); the field is considerably under-researched. Reports indicate that fashion products are the second most popular among online purchases (Birchall, 2010). However, consumers are still facing many obstacles which may hinder them from purchasing clothes online. Some of these obstacles, suggested by GSI 1 Commerce, include being unable to (a) try clothes on, (b) 1 GSI Commerce an e-commerce company that provides e-commerce services This paper presents a critical review of online environmental psychology articles based on the stimulus-organism-response paradigm. The structure of the paper follows the sequence of the S-O-R framework, i.e. starting with environmental stimuli both in traditional and online store settings. Then, consumers' inner organism theories are reviewed, followed by behavioural responses.This endeavour also table-summarises a selected set of the most relevant articles in the specific setting of online fashion shopping environments. Content analysis of the table shows that two main themes have emerged in literature; one investigates the influence of online environmental stimuli on consumer trust and risk perception; whereas the second theme is more emotion-centred. Finally, the paper highlights the limitations of current literature and presents an agenda for future research.

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Section: Fashion Shoppingmentioning

confidence: 99%

Online shopping environments in fashion shopping: An S-O-R based review

Kawaf¹,

Tagg²

2012

Mark. Rev.

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“…Num primeiro momento, o comportamento de consumo era avaliado como algo racional dentro de uma perspectiva utilitária (FISHER; ARNOLD, 1990;KANG;PARK-POAPS, 2009). Posteriormente, as pesquisas sobre motivação de compra abandonaram a noção de que a compra é apenas uma atividade da cognição e passaram a considerar os valores hedônicos que direcionam o comportamento de compra (HIRSCHMAN;HOLBROOK, 1982;HALVENA;HOLBROOK, 1986;HOFFMAN;NOVAK, 1996) e, neste caso, associado a evocação conspícua FISCHER, 2001;SHUKLA, 2008;WINKELMANN, 2011).…”

Section: Promoção De Vendas E Consumo Conspícuounclassified

Percepção de marca e consumo conspícuo: análise do efeito moderador campanha promocional

et al. 2016

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ResumoAs campanhas promocionais podem ser divididas em monetárias e não monetárias. Estas podem agir como moderadoras na intenção de compra. Nesse contexto, o presente estudo tem o objetivo de analisar os efeitos moderadores do tipo de promoção nas relações entre consumo conspícuo e percepção de marca na intenção de compra de um produto em oferta. Para isso, foi realizada uma pesquisa experimental de laboratório com 303 pessoas, simulando a intenção de compras em netbook que estavam em oferta. Os resultados apresentam uma discussão da promoção monetária e não monetária agindo como moderadores na percepção da marca e na predisposição ao consumo conspícuo. Com relação à percepção da marca, não se recomenda a utilização, em demasia, de campanhas monetárias, como é o exemplo de desconto, em marcas tradicionalmente reconhecidas, pois isso poderá acarretar, em longo prazo, depreciação da imagem. Além disso, as campanhas não monetárias, possivelmente, não trarão esses efeitos negativos, considerando que essas ações agregarão valor original ao produto, sem manipular o preço tradicional.Palavras-chave: Promoção de Vendas Monetária. Promoção de Vendas não Monetária. Marca. Consumo Conspícuo. AbstractThe promotional campaign can be divided into monetary and non-monetary. These can act as moderators in purchase intent. In this context, this study aims to analyze the moderating effects of the type of promotion in the relations between conspicuous consumption and brand perception in the intention to purchase a product on offer. For this, we applied a laboratory experimental survey of three hundred and three respondents, with simulating the intention of netbook purchases that were on offer. The results present a discussion of monetary and non-monetary promotion acting as moderators in brand awareness and predisposition to conspicuous consumption. With regard to brand awareness, it is not recommended to use too much of monetary campaigns, as is the case off, in traditionally recognized brands, because it may cause in the long run, a depreciation of the image. On the other hand, the non-monetary campaigns possibly not bring these negative effects, whereas these actions will add unique value to the product, without manipulating the traditional price.

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“…Consumption, at first, was rated as something rational within a utilitarian perspective (Kang & Park-Poaps, 2010). Subsequently, research on purchase motivation abandoned the notion that purchasing was just a cognition activity and began to consider the hedonic values that conduct the purchase behavior (Hirschman & Holbrook, 1982;Havlena & Holbrook, 1986;Hoffman & Novak, 1996).…”

Section: Perceived Value and Attractivenessmentioning

confidence: 99%