Media influence, fashion, and shopping: a gender perspective

Abstract

Purpose – Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of media influence, fashion consciousness, and fashion leadership on shopping channel choice in regard to gender. Design/methodology/approach – A survey was administered using a convenience sample of male and female students at a Southwestern University in the USA. A total of 408 surveys were used for analysis. The data were factor analyzed using Statistical Package for the Social Sciences (SPSS) statistical software and a structural equation model was developed to test the hypotheses. Findings – The results indicate that while the media influence factor of mass media positively influences fashion consciousness for both males and females, personalized media only indicated significant influence on male fashion leaders. In addition, both male and female consumers indicated that fashion leadership influenced non-traditional over traditional retail channels. Originality/value – This research uses social cognitive theory and the theory of symbolic interaction to better understand the impact of media and fashion on shopping behavior. This paper addresses the changing media types and how they impact behavior for both men and women.

M‑communication in Product Information Exchange – an International Comparison

“…In paper by Hansen and Jensen (2009), it was found that Internet users most often looked for information about clothes, footwear and broadly defined accessories. Similar results have been obtained in recent studies by Geissinger and Laurell (2016) and Shephard et al (2016). The products most often researched by consumers on the Internet are definitely more expensive.…”

The Influence of Recommendations in Social Media on Purchase Intentions of Generations Y and Z

“…Another research explored variables influencing media usage patterns among different genders. The results have also shown that behavior of men and woman in consuming information from media, and especially new media, differs (Shephard et al, 2016). However, the scope of research focusing on the difference in customer segments remains limited.…”

Com que Roupa Eu Vou? Compreendendo o Consumo de Vestimentas Realizado por Empresárias de Confecções

“…Influenciadas pela profissão, todas as mulheres entrevistadas observam o tecido, o corte, a composição e o acabamento da peça para adquiri-la. Independente do estilo que optam por usar, a peça deve vestir bem, favorecer quem a usa de modo a atender os desejos de suas consumidoras (Shephard et al, 2016). É neste universo que se encontram os aspectos subjetivos de escolha.…”

“…Assim, o objetivo do presente artigo é analisar o consumo de roupas realizado por esses profissionais, mais especificamente, por empresárias, uma vez que as mulheres são descritas por Barletta (2006) como as grandes personagens da sociedade de consumo. As mulheres utilizam suas roupas como aspectos da imagem corporal, representando uma parte crucial do gerenciamento de aparência feminina (Shephard, Pookulangara, Kinley & Josiam, 2016). As preferências para a escolha de vestimentas, as formas de aquisição, uso e descarte das mesmas e o valor atribuído a elas demonstrando o simbolismo infligido nas roupas foram as questões norteadoras do presente artigo.…”