Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.

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 …

The purpose of this study was twofold: (1) to determine the relationships between social media, fashion interest and fast fashion involvement and whether these psychographic variables affect propensity for compulsive clothing buying and (2) to determine whether a relationship exists between compulsive buying and propensity toward hoarding. Data was collected through consumer panel from Qualtrix. Screener questions ensured that all respondents were adult females with an interest in fashion. Responses yielded 232 usable surveys, which were analyzed using SPSS software. Social media was found to be positively related to fashion interest, fast fashion involvement, and compulsive clothing buying. Compulsive clothing buying was found to be positively related to all three compulsive clothes hoarding symptoms: clothing clutter disorganization, clothing acquisition, and difficulty discarding clothing.

Second Life, a 3-D virtual world, has evolved as a shopping channel for both consumers and retailers. This channel of retailing offers interactive environment, allows designing atmospherics, and provides enjoyable shopping experience as compared to website stores. The purpose of the study was: (1) to identify the key features of Second Life stores and (2) to determine the relationship of the Second Life store features with consumer purchase intentions. The online survey was administered in Second Life by an external research agency, and 249 usable surveys were collected. The data were analyzed utilizing factor analysis and regression. Three key features of Second Life stores were explored in this study. These three features were: (1) interactivity via the two components of two-way communication and active control, (2) store atmospherics, and (3) shopping enjoyment. Regression analysis showed that shopping enjoyment and two-way communication (i.e., the presence of an avatar sales representative) were significant predictors of purchase intention in Second Life stores, while active control and store atmospherics did not influence purchase intentions.

Using Mehrabian and Russell’s (1974) stimulus (S) - organism (O) - response (R) model, this study developed online shopping experience framework that explains consumer behavioral responses toward online and offline stores. The results of the examined hypothesized relationships in this study reveal website attributes that create positive affective and attitudinal states and behavioral responses toward the retailers and retailers’ websites. Among website attributes, interface design is the strongest predictor of all behavioral responses, while website attributes relating to shopping services and security/privacy affect long term behavioral responses, such as purchase intention and brand loyalty. This study is imperative to practitioners and researchers, as they will help further develop online store environments and online shopping experience.

The purpose of this study was to better understand the role of design in the product development process in the apparel industry in the United States, looking for variations in how design is used in the industry. In order to obtain a snapshot of the fashion design industry, creativity, originality, innovation, and product development were examined, as well as corporate culture and strategic orientation. The study also sought to examine pedagogical strategies based on these findings. A mixed methods approach, consisting of an on-line survey and interviews, was employed. The findings suggest variations in the role of design based on the time design-department employees spent on creative tasks. These variations were examined and industrial and pedagogical implications are explored. The significance of this study relates to the findings of the importance of creativity in the product development process of the apparel industry in the United States, as well as considerations for pedagogical strategies.