No abstract

Tests ten hypotheses describing characteristics that distinguish consumers who have purchased apparel online from those who have not. A sample of 263 men and 303 women students completed a survey that measured their online and offline buying behavior, attitudes and predispositions. The results showed that the 99 online apparel buyers had more online buying experience in general. Online buyers did not differ from non-buyers in their belief in how cheap buying online is, in their overall enjoyment of shopping, or in how often they bought clothing by any means. The demographic variables of age, sex and race were unrelated to online apparel buying. A further analysis showed that the online buyers used the Internet more hours per week and were more likely to buy online in the future than non-buyers. The findings are consistent with previous studies of consumer Internet behavior and with consumer theory and provide guidance for ecommerce apparel strategies.

This paper describes a study in the psychology of market mavenism, the consumer tendency to become especially involved in the marketplace. The purpose was to investigate empirically associations with the important consumer characteristics of innovativeness, status consumption, and need for uniqueness. The findings support the notion that market mavenism is due less to the demographic characteristics of consumers as it is more a socially constructed phenomenon. Global innovativeness, status consumption, and creative choice counterconformity explained more variance in market mavenism than did demographics. Theoretically, these findings enrich our knowledge of the psychology of market mavens by suggesting some motivations for their behavior. Practically, marketing strategies can be fine-tuned to appeal more effectively to this important segment of consumers by appealing to mavens' willingness to try new things, to their need for uniqueness, and to their willingness to seek social status through consumption.

The purpose of this study was to test hypothesized associations between market mavenism and consumer self-confidence (CSC). A survey of 190 US consumers provided the data. The results showed significant relationships between mavenism and several dimensions of CSC, and regression analysis emphasized the relationships with two of these: information acquisition (confidence in the ability to obtain and use marketplace information) and social outcomes decision making (confidence in obtaining positive reactions from others). These findings both enrich our knowledge of the psychology of market mavenism by suggesting some motivations for these behaviors and suggest marketing strategies can be fine-tuned to appeal more effectively to this important segment of consumers.

The purpose of this article is to discuss the role of social influence regarding sustainability in households. Several research studies show that individual and family recycling and e‐consumption behaviours are more affected by people that the individual/family know than by outside influences such as government or advertising campaigns. Social influence theory, although prevalent in such diverse fields as communication, marketing, sociology including medical and rural sociology, management information science and education, has not been used as extensively in human sciences, home economics and human ecology, specifically in applications to household green behaviour. The origins of social influence are found in the ground‐breaking work in opinion leadership by Lazarsfeld in sociology and in E.M. Rogers's diffusion of innovation theory. The present article makes a case for using social influence theory as a framework for future studies and academic work in environmentalism, and for those trying to increase or promote pro‐environmental behaviour at the individual, family or household level.