Consumer style inventory and intent to social shop online for apparel using social networking sites

Abstract

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.

F-Commerce platform for apparel online social shopping: Testing a Mowen’s 3M model

“…Kang et al (2014) demonstrated that novelty conscious SNS users were likely to have a favorable attitude toward online social shopping using SNSs. In addition, Mowen et al (2007) found that consumers who were open to experience were likely to ask other people for information about products, places to shop, or sales.…”

“…In the online social shopping context, Dennis et al (2010) found that value-conscious (i.e., utilitarian) shoppers mentioned price and discount comparisons as advantages of social shopping web sites. Kang et al (2014) demonstrated that price consciousness was related to attitude toward online social shopping using SNSs. Thus, consumers who are value conscious may be likely to use online social shopping for the purpose of socialization and information gratification and may intend to engage in online social shopping.…”

“…Yun (2011) also found that individuals who intended to engage in online social shopping and to share their views also used social networks to seek information. Subsequently, Kang, Johnson, and Wu (2014) identified that SNS users who seek opinions through SNSs were likely to engage in online social shopping using SNSs. Based on these research findings and this reasoning, the following hypotheses were formulated: H1-2.…”

“…Individuals with a need for arousal may have hedonic orientation and may consider shopping entertaining and recreational. Recreation-oriented SNS users were likely to have a favorable attitude toward online social shopping using SNSs (Kang et al, 2014). Hence, the following hypotheses were formulated:…”

Exploring tour guiding styles: The perspective of tour leader roles

“…Previous studies related to professions, roles, and styles have included the shopping styles of consumers (Kang, Kim, & Wu, 2014;Mokhlis, 2010), the teaching styles of teachers (Quiamzade, Mugny, & Falomir-Pichastor, 2009;Zhang, 2009), the leadership styles of organization managers (Vinkenburg, van Engen, Eagly, & Johannesen-Schmidt, 2011;Clark, Hartline, & Jones, 2009), and the parenting styles of parents (Bastaits, Ponnet, Van Peer, & Mortelmans, 2015). Past studies have shown that people display diverse styles according to various ways of utilizing their wisdom, and they adapt their styles according to their professions, roles, and work tasks or contents, so that they can be in line with their identity and meet the requirements of their job and role (Sternberg, 1994).…”