Identifying tween fashion consumers’ profile concerning fashion innovativeness, opinion leadership, internet use for apparel shopping, interest in online co-design involvement, and brand commitment

Baker, Renee; Yu, Ui‐Jeen; Gam, Hae Jin; Banning, Jennifer

doi:10.1186/s40691-018-0158-9

Cited by 12 publications

(7 citation statements)

References 42 publications

(68 reference statements)

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“…An innovative restaurant can better meet customer service needs and thus shape their restaurant experiences as well as influence their brand attachment. In a similar study, Baker et al (2019) stated that fashion innovativeness is associated with brand commitment; however, this finding is not empirically supported. Furthermore, Heinberg et al (2020) argued that brand innovativeness can improve brand relevance for customers and thus enhance emotional attachment to a brand.…”

Section: Introductionmentioning

confidence: 91%

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

Teng

Chen

2021

Journal of Hospitality & Tourism Research

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The rise in restaurant failures suggests that a strong customer-brand attachment is essential for long-term viability. For restaurant managers, enhancing customer attachment to the restaurant brand is critical. However, few studies have examined the drivers of customer brand attachment. Our research investigated the association between innovativeness and brand attachment and the mediating role of memorable brand experience. A self-administered questionnaire survey method was adopted. Data were gathered from customers of coffee shops in Taiwan. The results revealed that out of four dimensions of restaurant innovativeness, menu innovativeness and experiential innovativeness exerted a positive influence on brand attachment through the creation of a memorable experience. Experiential innovativeness also exerted a direct positive influence on brand attachment. Few studies have explored the development of brand attachment from the perspective of innovativeness. Hence, our study may be the first to offer a framework that connects innovativeness, memorable brand experience, and brand attachment.

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Section: Introductionmentioning

confidence: 91%

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

Teng

Chen

2021

Journal of Hospitality & Tourism Research

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“…Conversely, Chung and Cho (2018) has investigated clothing interest in the antecedent position to both item-specified and instinctive innovativeness. Even so, innovativeness among fashion advocates would frequently spearhead fashion trends within the wider marketplace, further prevailed as an impactful fashion-change agent on fashion leaders and followers alike (Baker et al, 2019). Fashion innovativeness has, thus, manifested individual disposition on physical attractiveness, recreational spending, self-identification, aesthetic remarks, as well as the tendency for impulsive consumption (Ani c et al, 2018).…”

Section: Psychological Factorsmentioning

confidence: 99%

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Cham

Cheng

2020

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Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

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“…Members of individualistic cultures tend to hold independent, distinguished and unique selfconcepts (Triandis et al, 1990) and will seek utilitarian information from AR advertisements because of their focus on self-governing and personal choice (Feng and Mueller, 2019). Individuals who have fashion innovativeness tend to embrace new fashion products or services that will also embrace new, fashion-related technologies (Baker et al, 2019;Wang and Cho, 2012). Therefore, we consider individualism and fashion innovativeness as moderators determining how AR usage affects purchase behavior.…”

Section: Introductionmentioning

confidence: 99%

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Ko¹,

Wang

2021

APJML

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PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

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Identifying tween fashion consumers’ profile concerning fashion innovativeness, opinion leadership, internet use for apparel shopping, interest in online co-design involvement, and brand commitment

Cited by 12 publications

References 42 publications

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

Restaurant Innovativeness and Brand Attachment: The Role of Memorable Brand Experience

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

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