Managing online environment cues: evidence from Generation Y consumers

Matić, Matea; Vojvodić, Katija

doi:10.1504/ijemr.2017.083554

Cited by 5 publications

(2 citation statements)

References 18 publications

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“…Fashion retailers, therefore, should deliver strong instrumental value to e-shoppers. These findings are consistent with previous studies that suggest instrumentalism (utilitarian) is strongly present online and its elements may facilitate online shopping (Bridges and Florsheim, 2008;Matic and Vojvodic, 2017;Scarpi, 2012;Zhao and Wan, 2017).…”

Section: Implications Of the Studysupporting

confidence: 93%

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

Kautish

Sharma

2018

IJRDM

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Purpose The purpose of this paper is to study the underlying relationships among two distinct forms of consumer values, namely, instrumental and terminal values, fashion consciousness and behavioural intentions in the context of online fashion apparel retail sector. Design/methodology/approach A conceptual model and subsequent measurement scale were developed, grounded on in-depth review of the extensive literature and validated with customers engaged in online shopping of fashion apparels. The model was empirically examined, and a total of 395 responses were gathered from an online survey administered at a northeastern university in India. The model was validated using structural equation modelling, and a two-step approach suggested by Anderson and Gerbing (1988) was used to evaluate the measurement and structural models for the research. Findings The results of the study indicate that instrumental and terminal values significantly affect fashion consciousness, and fashion consciousness has a significant impact on behavioural intentions as well. The research brings out that fashion consciousness acts as a partial mediator between instrumental/terminal values and behavioural intentions. It is noteworthy that compared to terminal values instrumental values display a greater influence on both the variables fashion consciousness and behavioural intentions. Research limitations/implications The conclusion of present research will notably assist the fashion retailers, online marketing researchers and experts understand the importance of terminal and instrumental values in increasing fashion consciousness, leading to strategically design campaigns for promoting and instigate consumers’ positive behavioural intentions in the best interest of the online fashion retail sector. Practical implications The study results provide suggestions for competitive marketing strategies for online fashion companies operating in the emerging markets like India. Originality/value The present study is first of its kind attempt to use Rokeach’s (1973) two-dimensional measure of human values, in order to discover the terminal and instrumental values relationship and their influence on fashion consciousness and behavioural intentions in the online fashion retail industry.

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Section: Implications Of the Studysupporting

confidence: 93%

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

Kautish

Sharma

2018

IJRDM

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“…Key instrumental values that influence consumer purchase of online apparels, as discussed by Kautish and Sharma (2018), are time-saving, price-saving and discount, service convenience and merchandise assortment. The availability of these values in online apparel is expected to stimulate consumer purchase (Bridges and Florsheim, 2008;Matic and Vojvodic, 2017;Scarpi, 2012). With this background, we propose that H1.…”

Section: Technology and The Fashion Industrymentioning

confidence: 96%

Consumer values, online purchase behaviour and the fashion industry: an emerging market context

Adeola

Moradeyo

Muogboh

et al. 2021

PRR

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PurposeThis study examines consumer online purchase behaviour in the Nigerian fashion industry.Design/methodology/approachA cross-sectional study was conducted with a total useable sample size of 241 respondents contacted through on-site visitation. Descriptive and inferential statistics were used to test the influence of customer value on online purchase behaviour in the fashion industry.FindingsConsumer values are categorised into terminal (happiness, love and satisfaction) and instrumental (time-saving, price-saving discount, service convenience and merchandise assortment) values. The findings show that both values have significant influence on online consumer purchase behaviour, while fashion consciousness moderates the relationship between consumer values and online purchase behaviour.Practical implicationsOnline fashion retailers should focus on increasing the terminal and instrumental values of their products and making available goods that meet the needs of different generational cohorts in society.Originality/valueStudies have examined various factors, for example, consumer values that are determinants of consumer online purchase in the fashion industry; however, there has been limited focus on the nature of fashion and online purchasing in emerging markets, particularly those in Sub-Saharan Africa.

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Service Convenience and Post-Purchase Behaviour of Online Buyers: An Empirical Study

Khan

2018

J Serv Sci Res

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Managing online environment cues: evidence from Generation Y consumers

Cited by 5 publications

References 18 publications

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

Consumer values, online purchase behaviour and the fashion industry: an emerging market context

Service Convenience and Post-Purchase Behaviour of Online Buyers: An Empirical Study

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