TY - JOUR
T1 - Consumer style inventory and intent to social shop online for apparel using social networking sites
AU - Kang, Ju Young M.
AU - Johnson, Kim K.P.
AU - Wu, Juanjuan
N1 - Publisher Copyright:
© Emerald Group Publishing Limited.
PY - 2014/7/8
Y1 - 2014/7/8
N2 - Purpose - The purpose of this paper are to examine: first, whether the consumer style inventory (CSI) consumer decision-making styles were related to opinion seeking using electronic word of mouth (eWOM) in social networking sites (SNSs) and attitudes toward online social shopping using SNSs; and second, whether opinion seeking in SNSs and attitudes mediated the links between decision-making styles and intent to social shop online for apparel using SNSs. Design/methodology/approach - The conceptual foundation was based on Engel, Kollat, and Blackwell’s model. In total, 304 college students who are SNS users provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings - Among the CSI consumer decision-making styles, novelty/fashion consciousness decision-making style was the most important antecedent of opinion seeking using eWOM. The brand consciousness decision-making style was the most important antecedent of favorable attitudes. Novelty/fashion consciousness, brand consciousness, and price consciousness decision-making styles had indirect effects on intent to social shop online for apparel using SNS, mediated by both opinion seeking and favorable attitudes. Originality/value - This study contributes to further theoretical understanding of the types of consumers that are drawn to eWOM and their online social shopping behaviors for apparel using SNSs. By identifying individual consumer characteristics, this study can provide retailers with an initial profile of consumers who shop apparel using SNSs. Retailers can use this information to further develop the design of their social shopping sites using SNSs to meet the needs of their customers.
AB - Purpose - The purpose of this paper are to examine: first, whether the consumer style inventory (CSI) consumer decision-making styles were related to opinion seeking using electronic word of mouth (eWOM) in social networking sites (SNSs) and attitudes toward online social shopping using SNSs; and second, whether opinion seeking in SNSs and attitudes mediated the links between decision-making styles and intent to social shop online for apparel using SNSs. Design/methodology/approach - The conceptual foundation was based on Engel, Kollat, and Blackwell’s model. In total, 304 college students who are SNS users provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings - Among the CSI consumer decision-making styles, novelty/fashion consciousness decision-making style was the most important antecedent of opinion seeking using eWOM. The brand consciousness decision-making style was the most important antecedent of favorable attitudes. Novelty/fashion consciousness, brand consciousness, and price consciousness decision-making styles had indirect effects on intent to social shop online for apparel using SNS, mediated by both opinion seeking and favorable attitudes. Originality/value - This study contributes to further theoretical understanding of the types of consumers that are drawn to eWOM and their online social shopping behaviors for apparel using SNSs. By identifying individual consumer characteristics, this study can provide retailers with an initial profile of consumers who shop apparel using SNSs. Retailers can use this information to further develop the design of their social shopping sites using SNSs to meet the needs of their customers.
KW - Consumer style inventory
KW - Social networking sites
KW - Social shopping
UR - http://www.scopus.com/inward/record.url?scp=84919420434&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84919420434&partnerID=8YFLogxK
U2 - 10.1108/JFMM-09-2012-0057
DO - 10.1108/JFMM-09-2012-0057
M3 - Article
AN - SCOPUS:84919420434
SN - 1361-2026
VL - 18
SP - 301
EP - 320
JO - Journal of Fashion Marketing and Management
JF - Journal of Fashion Marketing and Management
IS - 3
ER -