Millennials' Online Apparel Purchase Decisions through Social Interactions

Abstract

The purpose of this research is to explore how Millennials mitigate perceived risks that occur during online apparel purchasing decisions through social interactions based on social learning theory. Also, this research investigates concerns generated from interactions with others when consuming apparel online. An exploratory investigation was undertaken with 78 undergraduate students using an online survey that included open and closed questions. Qualitative data revealed positive relationships between consumers' social interactions and purchases of apparel products online. Specifically, information searches through social interactions with trusted individuals utilizing online channels were found to validate purchasing decisions and alleviate perceived risks with purchasing apparel products online. However, consumers were also concerned with certain interactions due to the lack of credibility regarding reviewers, channels, and conflicting information. These findings provide an insight into millennial consumers' learning processes through consumerto-consumer interactions in social media environments for apparel purchases. As online and mobile shopping along with consumers' social media usage for interacting continue to increase, these research findings guide retailers how to turn their attention to investing and utilizing these channels to enhance millennial consumers' positive purchasing experiences online.

Emotion or Information: What Makes Consumers Communicate about Sustainable Apparel Products on Social Media?

“…In turn, customers generate word-of-mouth behaviors that can positively impact apparel product communication and consumption, as most consumers tend to trust other consumer's opinions over business messages they view as advertisements [3]. Indeed, information retrieval through social interaction with trusted individuals on online channels has enabled consumers to clarify their purchasing decisions and mitigate risks associated with online apparel purchases [4]. Increased attention to marketing sustainability practices has stimulated interest in research addressing the relationship between sustainability promotion and consumption in social media.…”