Siwon Cho

Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust

Abstract With continuous growth in online apparel shopping, many consumers have experience not only in purchasing brand products online, but also in making repeat purchases. Although repeat purchases are critical to the success of branded companies, especially in online apparel shopping, limited academic research is found examining factors that influence online shoppers’ intent to repurchase apparel of a particular brand. This research investigated the effects of four types of brand perception (i.e. brand experience, brand image-congruence, brand affect, brand trust) on brand repurchase intent in online apparel shopping. An online survey was conducted with a US national sample of 217 online apparel shoppers who had purchased and worn products from a particular apparel brand. Bootstrapping Structural Equation Modeling was used to test the proposed model and research hypotheses. The findings showed that brand experience and brand image-congruence were antecedents of brand affect. Brand image-congruence and brand affect significantly influenced brand trust. Brand image-congruence and brand trust also had direct effects on brand repurchase intent in online apparel shopping.

Shopping Orientations of Young South Korean and U.S. Consumers

ABSTRACT The purpose of this study was to compare shopping orientations for clothing by gender and between young South Korean and U.S. consumers. Shopping orientations included are recreational, impulsive, fashion conscious, convenience, quality, brand conscious, and price. Participants were 539 college students (276 U.S.; 262 South Korea). U.S. and Korean participants did not differ in quality orientation, but U.S. participants scored higher on all other shopping orientations than Koreans. Men and women did not differ in convenience or brand, but women scored higher on all other shopping orientations than men. Men and women have similar attitudes toward shopping regardless of culture.

College students’ frequency of use of information sources by fashion leadership and style of information processing

Information overload compels consumers to make decisions about how to distribute their limited attention across a variety of information sources. Today’s consumers use only one or two information sources from infinite digital choice and search engines available. Thus, it is not a case of more information, but more of the right information that needs to be communicated between consumers and marketers. The purpose of this study was to examine the influences of fashion leadership and style of information processing (SOP) on consumers’ frequency of use of information sources for apparel shopping. A survey was conducted using a non-probability sample of 351 US college students. The hypotheses were tested by MANOVA and ANOVA. Results showed that fashion leaders (vs. fashion followers) tended to be greater visualizers who preferred to engage in visual modality of information processing (SOP-visual) for apparel shopping. Fashion leaders (vs. fashion followers) and high visualizers (vs. low visualizers) were more likely to use internal information sources (i.e., experiences and knowledge) as well as impersonal external information sources (e.g., fashion magazines). Results of the study may help apparel marketers in identifying customers’ preference for information sources in order to communicate effectively. In turn, apparel consumers may have greater success in their search for reliable, credible, and accessible information. Implications and future research directions are discussed.

Influences of gender, need for affect, and tolerance for risk-taking on use of information sources

Purpose – The purpose of this paper is to examine gender, need for affect and tolerance for risk-taking as influences on consumers’ use of information sources. Design/methodology/approach – A survey was conducted using a convenience sample of 171 male and 180 female US college students. Data were analyzed using PASW Statistics 18 and Analysis of Moment Structure (AMOS) 18. Findings – Results showed that consumers may be characterized by their use of information sources. First, consumers who use internal information sources are women. Second, consumers who use personal external information sources are women and individuals who enjoy processing feelings. Third, consumers who use impersonal external information sources are women, feeling processors, and risk-takers. Consumers in the third group may find the market-dominant information more useful than the personal opinions of reference groups, indicating that they may tend to be pro-active in exploring and getting what they want rather than allowing their re...