The purpose of this study was to identify the effect of background music in a retail setting on Generation Y students’ shopping behaviors by using the Mehrabian-Russell environmental psychology model. the study examined the impact of genre, volume, and song familiarity on purchase intention, as well as whether these musical factors would produce a change in mood. the influence of involvement with shopping on in-store music was also examined. a total of 251 students completed pre- and post-shopping surveys at the University of North Texas’ Follett Bookstore. Participants were all between 18 and 35 years of age (Generation Y). the surveys aimed to capture the participants’ entry and exit mood as well as information such as level of shopping involvement and intentions, musical awareness, overall shopping experience, and basic demographics. a positive mood change was found between entry and exit among those who were somewhat familiar and not at all familiar with the music, and entry mood affected overall shopping experience. There was a positive correlation between exit mood and the overall experience, and a negative correlation between exit mood and the amount of money spent.

This study examines the use of True Fit® technology by millennial consumers and its impact on consumer confidence and satisfaction with respect to online sizing. In the apparel industry, there is a lack of size standards among retailers, and as a result consumers will encounter frequent size variations in their clothing size. Difference sizing technology has been developed to address the sizing issue. One is True Fit® which unlike other sizing technologies, uses mathematical algorithms to compile large amounts of data from designers. The purpose of this study was to analyze consumer confidence and satisfaction after True Fit® has been used to make a sizing decision while online shopping. The technology acceptance model (TAM) was used as the basis for the theoretical framework for this study. TAM explores how current advances in technology are influencing consumers' behaviors and attitudes. The variables studies included perceived ease of use, perceived usefulness, attitude, intent to use True Fit®, confidence and satisfaction. The methodology used in the study is a quantitative method consisting of an online survey and a True Fit® task, where consumers were exposed to True Fit® prior to answering questions about the use of sizing technology. The results of the study …

QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.

The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postulates that the greater the match between a consumer’s self-image and the image of a retailer’s typical patron, the greater the likelihood that the consumer will prefer and patronize that retailer. However, a review of the literature on self-image congruence shows a lack of consensus with respect to: 1) the effect of self-image congruence on retail patronage, and 2) the relative strength of the four dimensions (i.e., actual/ideal self- and social/ideal social self-image) of self-image congruence on consumer preferences and choices (e.g., Ibrahim & Najjar, 2008; Kang, Tang, Lee, & Bosselma, 2012). Further, Sirgy, Grewal, and Mangleburg (2000) suggested that the more a consumer matches a retailer’s store attributes with those of an ideal store, the more likely the consumer will prefer and patronize the retailer. Thus, an integrative model …

The brand behind the garment is what gives the product popularity, relevance to the consumer, and overall profitability. As time passes, markets are becoming flooded with more brands that inherently provide the commodities. As a result, fashion marketers must put more time and investment into stipulating ways for which their brand can reach a select target consumer and enhance repeat purchase intentions with their competitive differentiations. As their efforts engage, an experiential perspective emerges in the fashion industry. By comparing fashion brands and their different distribution channels, the objectives of this study are to identify consumers’ perceptions of fashion brand experience dimensions and experience types, and to investigate the effect of brand experience dimensions and types on brand resonance. Upon extending Schmitt and Brakus, Schmitt, and Zarantonello’s experience dimensions and types, in conjunction with Keller’s brand resonance model, 12 out of 20 hypotheses confirm the significant impact of consumers experiences on brand resonance by analyzing the data (n = 374) from a university in the United States. Sensory and affective experiences are primary factors for establishing fashion brand association, while cognitive and relational driven experiences lead to establishing fashion brand loyalty. Sensory, affective, and relational experiences affect both product and …

Using Mehrabian and Russell's stimulus (S) - organism (O) - response (R) model, this study examined consumer motivations to consume user-generated content (UGC) and sponsored video content on social media during the COVID-19 pandemic. The study also investigated the impact of information consumption on purchasing behavior as the main constructs. The study used the consumption patterns of active and passive social media users to further understand the level of short-form video consumption related to purchasing behavior. Grounded upon the SOR theory, this study measured utilitarian and hedonic motivations as stimuli with user-generated content and sponsored content as organism and purchasing behavior as response. A quantitative snowball survey (n = 289) was used to collect data from TikTok users to examine the relationships between motivations, types of content, and purchasing behavior. Statistical analyses including descriptive statistics, reliability tests, factor analysis, and multiple regression analyses was used to profile the sample and to test hypothesized relationships. All hypotheses were supported and found to have significant relationships between the independent and dependent variables. This study is useful to those in the fields of information sharing, crisis management, consumer behavior, and retail to develop communication strategies and understand and adapt to consumption habits and …

This study adapted the theory of planned behavior to investigate the relationship between purchase intention and purchasing behavior toward environmentally-friendly grocery packaging. This quantitative study collected 487 useable responses on the Amazon Mturk platform targeting a population of US consumers over 18 years old who purchase groceries. Using the collected data, a correlation and regression analysis was conducted. The socio-demographic variables were used as moderators to investigate the relationship between purchasing intention and actual behavior. The study's results suggest that a consumer's subjective norms substantially stimulate environmentally friendly grocery packaging purchase intentions, which further has or leads to the most decisive influence on actual behavior. Second, we discovered that purchase intention and perceived behavioral control are likely working in conjunction to help bridge the intention-behavior gap in environmentally friendly consumption. Third, this study supplied a fresh perspective on socio-demographics' role in environmentally friendly consumption, confirming that predominantly younger, unmarried consumers are likelier to act upon their intentions by purchasing environmentally friendly grocery packaging. Furthermore, conclusions from this study uncover the primary influences of consumer purchase intention and behavior towards environmentally-friendly grocery packaging. Lastly, but not less important, this study identifies the barriers to environmentally friendly consumption's intention and behavior gap. …

The growth of fast fashion retailers, availability of knockoff fashion apparel, and proposed apparel copyright law prompted this study. Fast fashion retailers are expanding rapidly and producing knockoffs fashion apparel in a matter of weeks, but current U.S. copyright laws do not protect apparel. The primary purpose of this study was to identify prominent visual fashion apparel attributes that could determine perceived copyright infringement. A secondary purpose was to examine the effects of fashion apparel attributes on perceived copyright infringement, perceived risk, and purchase intention. A sequential exploratory mixed method approach was used to explore the relationship between: Attributes, perceived copyright infringement, perceived risk, and purchase intention. This study consisted of a: Study one, study two, and study three. Twelve hypotheses were proposed, and five were supported. Quality significantly affected both perceived copyright infringement and purchase intention. Performance, social, and asset significantly affected purchase intention of knockoff fashion apparel.

This study explored attributes of a Facebook brand page (FBP). Seven variables were derived from the framework and applied to FBPs. The goals of this research were to discover which attributes contribute to a successful FBP, determine which attributes increase purchase intentions, and help marketers determine where to focus their efforts. A total of 421 surveys were gathered from men and women ages 18 and older. The methods of this research included factor analysis and multiple regression analysis. Results yielded two loading factors for the trustworthiness variable and supported hypotheses of trustworthiness increasing purchase intentions. It was also discovered that participation positively influences purchase intentions. It is advised that information content be monitored to avoid information overload.

Slogans can be attributed as a way in which to communicate a brand's message to its key consumer. An effectively established brand amongst targeted consumers can in turn generate profitability and ever further promote the brand. The purpose of this paper was to investigate the effectiveness of advertisements that employ vague or precise cosmetic product brand slogans among both male and female consumers. Ultimately, the end goal of marketing is to make a sale. Additionally, the purpose of this study was to determine whether or not the length of a slogan is an influential factor on the participant's motivation to purchase a cosmetic or skincare product. Data was collected through the use of survey in an online social media format, in order to test the effectiveness of different lengths of slogans for slogan recall, brand recall, brand awareness and purchase intention. Prior research and hypotheses were used to predict the concept that shorter more concise or precise slogans in this study would heighten the levels of all measured variables in the study, slogan recall, brand recall, brand awareness and purchase intention. The results of this paper conclude overall vague slogans have the potential to reach higher levels of slogan recall …

The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer engagement with a blog. However, blog type did not have an effect on consumer perceptions of brand credibility and similarity or consumer engagement.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to …