Journal of Fashion Marketing and Management

Factors influencing internet shopping behaviour: a survey of consumers in Thailand : Table of Contents

Orapin Laohapensang — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential customer's attitude towards the behaviour and the customer's subjective norm and perceived behavioural controls can influence the intention and its eventual realisation. This paper aims to address the factors influencing internet shopping by Thai consumers in order to answer the question of how well TPB explains online shopping intentions in Thailand. Then, comparisons are made between theoretical predictions and the current situation of the use of online services by consumers in Thailand. Design/methodology/approach – This study is based on a questionnaire survey asking participants what factors influence their use of the internet for shopping. Subjects are drawn from 400 graduates at four major universities in Thailand. To test the validity and reliability of the measurement models using the corrected item-total correlations, Cronbach's a and correlations among constructs in the path model are used. Assessment is made of the importance of variables in the path model with the application of the conventional regression. All multiple items of the measures are assessed for their internal consistency by computing the corrected item total correlation and coefficient a for each composite measure. Findings – The empirical analysis suggests that the difficulty of shopping online is seen as the factor most influencing customers' intention to shop online. In this survey and that of the NECTEC, online technology is seen as the principal barrier to using the internet for online shopping. In contrast, it is found elsewhere that a potential customer's attitude is the factor having most influence on the intention to shop. Originality/value – The results of a survey of 400 consumers in Thailand showed that the factors of opinions of people around consumers and the environment of online shopping can affect their intention to shop online, and its realisation.

Information source usage in teen apparel purchases: China, Japan and the United States : Table of Contents

Allen D. Schaefer, R. Stephen Parker, Charles M. Hermans — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14- to 17-year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs. Design/methodology/approach – Respondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA. Findings – Chinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons). Practical implications – The findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations. Originality/value – Few, if any, studies have examined differences between Asian and US teens in their apparel information source usage.

Perception of appearance and use of appearance products among Chinese women : Table of Contents

Karen Kaigler-Walker, Zelda L. Gilbert — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – The purpose of this paper is to determine and assess generational differences in Chinese women's perception of appearance and appearance products that can be explained by the political, economic, and social policies of China over the past 40 years. Design/methodology/approach – This is an exploratory research using focus groups and a survey. Three age cohorts of Chinese women, those who came of age during the Cultural Revolution, those who came of age during the early and mid years of China's economic reforms, and those born after the implementation of China's one-child policy and the market economy, are assessed as to their perception of appearance and use of appearance-related products. Six cohort differences that could be attributable to these socio-economic-political events are found. Findings – Significant differences between the age cohorts are found on four of six appearance-related factors – sources of fashion information, happiness in purchasing new apparel, confidence in appearance, and preference for purchasing luxury goods. Research limitations/implications – Although the study identifies cultural and generational constructs of Chinese women's perception of appearance and use of appearance products, due to its exploratory nature the findings are not generalizable to the larger Chinese community. In addition, to provide a more complete understanding of the generational differences, future research needs to take into account additional demographic information such as education and income. Originality/value – No previous study has attempted to determine the impact of China's economic, social, and political policies on generational cohorts of Chinese women as to their perception of appearance and use of appearance products. Fashion marketers will benefit, as understanding these powerful determinants of purchasing behaviour are paramount to successfully planning, developing and marketing of apparel products.

Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong : Table of Contents

Shuk-Ching Liu, Tsan-Ming Choi — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – The purpose of this paper is to examine the difference in consumer attitudes towards fashion brand extensions (FBEs) between designer labels (DLs) and mass-market labels (MLs) in Hong Kong. The authors investigate in depth the factors that would affect consumers' evaluations towards FBEs with respect to the two target groups of fashion brands. In addition, comparisons between the attitudes of male and female consumers are also conducted. Design/methodology/approach – The paper presents a piece of empirical research. A consumer survey with a respondent size of 211 and an interview with a brand operations manager of an international designer label in Hong Kong are conducted. Findings – The results reveal that consumers possess more complicated attitudes when they evaluate brand extensions of DLs. To be specific, the findings reveal that consumers' intention to evaluate the extended products in DLs is not significantly affected by the product quality perception. For MLs, the concept consistency of the extended category does not significantly influence the consumers' attitudes in terms of their evaluations of the new product. On the other hand, image projection and product quality appear to be more important in affecting female consumers than male consumers with respect to their attitudes towards DLs and MLs. Research limitations/implications – The sample size, which is relatively small, is a major limitation for this research. Practical implications – In this paper, the authors propose some managerial insights and suggestions to fashion marketers in terms of establishing proper brand extension strategies for DLs and MLs. The interview with a local company's brand manager further provides some additional industry insights. Originality/value – This paper explores, via a consumer survey and a company interview, how consumers in Hong Kong react to FBEs of DLs and MLs. The potential differences and similarities between the attitudes of male and female consumers are also explored.

Potential niche markets for luxury fashion goods in China : Table of Contents

Ling Gao, Marjorie J.T. Norton, Zhi-ming Zhang, Chester Kin-man To — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – The purpose of this paper is to investigate market segmentation of affluent Chinese consumers and develop profiles of identified segments for potential target markets for luxury fashion goods. Design/methodology/approach – The data are from the 2006 edition of an annual survey called the “China's New Rich Study”. The respondents form a representative sample of affluent consumers, 18 to 45 years old, residing in China's 12 largest cities. A psychographic segmentation approach is employed to classify these consumers. Findings – Five distinct market segments of affluent Chinese consumers are identified and profiled. Of these segments, three seem the most promising target markets for luxury fashion goods. Practical implications – When companies understand the similarities and differences between consumer segments as well as the unique characteristics of segments, they have a meaningful basis for selecting receptive target markets and formulating and implementing effective marketing strategies. The findings of this study can be useful not only to companies that offer luxury fashion goods, but also to those targeting the upscale market with a plethora of products and services like yachts, luxury cars, high-end electronics, resort vacations, and credit cards and other financial services. Originality/value – This is the first study on segmentation of Chinese consumers for potential target markets for luxury fashion goods. Results reveal heterogeneity among affluent urban Chinese consumers. Strategies for marketing luxury fashion goods to promising target markets in China are outlined on the basis of segment profiles and culturally based motivations for purchasing such goods.

Buyer-supplier relationships in Dongdaemun fashion market: relationship quality model : Table of Contents

Ho Jung Choo, Ji-Wook Jung, Ihn Hee Chung — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – This paper aims to examine the structure of buyer-supplier relationship quality perceived by small-sized fashion businesses with their major supplier. Design/methodology/approach – On the basis of the literature review and in-depth interviews, a testable relationship quality model is proposed. Two hundred and eighty stores located in Dongdaemun fashion market in Seoul, Korea, are surveyed and 233 complete responses are used in the analysis to test hypotheses. Findings – The major findings includes the critical role of product design, product quality, and a supplier's honesty in the building of relationship quality. As the relationship ages, geographical proximity, communication, and design factors become more important in determining relationship quality and behavioral intentions, while product quality and power balance factors became less important. Research limitations/implications – Only one side of the perception is analyzed. The data is collected from single informants from each buying fashion store. Instead of using longitudinal data, a cross-sectional research design is employed. Practical implications – Among the proposed anteceding factors to relationship quality, product design is found to have the strongest impact on the buyer's perception of relationship quality. Thus, product suppliers in Dongdaemun market should focus on improving their capability to produce superior designs. Originality/value – Dongdaemun market has been successfully positioned as a main hub for the distribution of non-brand fashion products in Korea. This paper is the first to investigate the channel members' relationships and behaviors in Dongdaemun market.

Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions : Table of Contents

Xiao Tong, Jana M. Hawley — Mon Sep 28 08:59:09 BST 2009

Abstract:
Purpose – This paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market. Design/methodology/approach – A shopping centre intercept survey is conducted to collect data in the two largest Chinese cities, Beijing and Shanghai. The empirical tests, using a structural equation model (SEM), support the research hypotheses. Findings – The results indicate the positive effects of store image, celebrity endorsement, event sponsorship, web advertising, and non-price promotions on brand equity in China as well as the detrimental impact of frequent price promotions. Research limitations/implications – The study is limited to consumers in Beijing and Shanghai. Practical implications – The findings answer the following questions: how do foreign clothing brand suppliers develop effective brand strategies for the China market? Should marketing activities designed to build brand equity be modified to accommodate different attitudes or behaviors in China? Originality/value – Few studies have investigated how to build brand equity in China. A structural model was used to examine the relationship between eight widely used marketing activities and the dimensions of brand equity for imported clothing brands in China. The study also examines the directional relationships between brand equity dimensions.