Degree Discipline

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Effects of Customer's Evaluation about Instagram Attributes towards Purchase Intentions for Small Apparel Retailers: Application of Social Capital Theory (open access)

Effects of Customer's Evaluation about Instagram Attributes towards Purchase Intentions for Small Apparel Retailers: Application of Social Capital Theory

Small apparel retailers face extreme competition with larger retailers. Large retailers have the upper hand in resources to stay updated with various trends, specifically social media. Social media has lowered the barriers to enter the retail industry. However, once these small retailers enter, half of them fail because they don't attract and retain customers. Small-medium enterprises (SMEs) greatly impact the economy, so it is important to study various facets of their business to increase performance. The purpose of this study is to investigate customer's development of social capital (i.e. affiliation, responsiveness, shared values, norm of reciprocity) in small apparel retailer's Instagram page that ultimately lead to purchase intentions for the retailer. Perceived benefits (i.e. perceived usefulness, perceived enjoyment) are also investigated in relation to purchase intentions. More specifically, social bonding, brand identification and trust are examined as mediating variables between the perceived level of social capital, perceived benefits and purchase intentions. Over a 3-month period, 200 responses were collected from students at a southern university. The findings reveal that younger customers develop a relationship with retailers on Instagram and it transfers to behavioral outcomes towards the retailer. The theoretical contribution of this study draws from the lack of literature for …
Date: December 2019
Creator: McKneely, Brittany R
System: The UNT Digital Library
The Acceptance and Usage Intention of Menstrual Underwear (open access)

The Acceptance and Usage Intention of Menstrual Underwear

This research aims to study the consumer perception, acceptance and adoption of menstrual underwear as it provides a sustainable option to the current feminine hygiene management solutions widely used in the consumer market in the U.S. In addition to the functional and utilitarian aspect of the underwear, I further delve into studying the social psychological effect the usage of the underwear (i.e., hedonic) has on consumer adoption. A longitudinal, qualitative study employing a three-step approach was conducted. The findings suggest that participants have never heard of menstrual underwear and did not fully understand the phenomenon. Contradicting responses between subject's attitudes and behavior towards the environment were revealed although, menstrual underwear had a positive psychological effect on the participants. Overall, menstrual underwear was most accepted amongst participants in the study.
Date: December 2019
Creator: Phan, Elizabeth
System: The UNT Digital Library