Yoon Jin Ma

Consumer responses toward online review manipulation

Purpose – This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between consumer trust and purchase intentions. Design/methodology/approach – This study was designed as an experimental study using a scenario method, and data were randomly collected from 2,080 online shoppers in the USA. Findings – Findings reveal that the unfair business practice of manipulating online postings considerably undermined consumer trust toward online reviews. Consumer trust in reviews thus seems to be a critical predictor of purchase intentions, which was strengthened even when respondents knew that online reviews were manipulated. Practical implications – Companies may thus need to focus on maintaining transparency and truthfulness in online consumer reviews rather than artificially improving ratings scores or feedback levels. Originality/value – This study was the first attempt to provide empirical supports that t...

Perceived ease of use and usefulness of sustainability labels on apparel products: application of the technology acceptance model

This study explores consumers’ perceptions of sustainability labels on apparel products and examines sustainability labels as an effective means of determining consumers’ purchase intentions, using the technology acceptance model (TAM) as the foundation. Data were collected via self-administered web-based surveys from 903 randomly selected shoppers throughout the United States (U.S.). Findings validated that perceived ease of use, perceived usefulness, attitudes, and purchase intention were associated with consumers’ use of sustainability labels. Within those four variables, sustainability label users exhibited significantly higher scores than non-label users, though the path relationships among those variables were not different between the two groups. This study is one of the first to use TAM to understand how consumers perceive and use sustainability labels for apparel products. Through this application, label reading behaviour is viewed similarly to how consumers use new informational sources for their decision making process. The findings provide practical implications for business marketers and managers of sustainability apparel products. As this study focused on sustainability labels and apparel product shopping among U.S. consumers, it may be limited to apply findings to other product categories and may be limited to consumers outside the U.S.

Implementation of lean production and environmental sustainability in the Indian apparel manufacturing industry: a way to reach the triple bottom line

ABSTRACT In response to global environmental issues and general business competition, the last few decades have seen a tremendous increase in the awareness of the environmental impact and the usage of production management systems such as lean production (LP). To examine these strategies in the Indian apparel manufacturing industry, this study examines the extent and impact of cost-of-production and waste management practices, as well as barriers in the implementation of LP and environmental sustainability (ES) practices. Research was conducted and a total of 51 respondents working in the Indian apparel manufacturing sector were surveyed. According to the results, there is room for improvement in the implementation of LP and ES practices in the Indian apparel manufacturing sector, which could be achieved by effectively tackling the barriers identified in the research. Common and divergent factors for LP and ES regarding cost of production and waste management were also found in the research.

Consumer responses to company disclosure of socially responsible efforts

Since the California Transparency in Supply Chains Act (CTSCA) was enacted, many large apparel retailers are required to post a corporate social responsibility statement on their website regarding their practices. The present study applies the CTSCA to the shopping context for evaluating consumer responses. A factorial experimental study using a scenario method was designed to explore the aims of this study. Participants were randomly assigned to one of two scenarios regarding either an apparel company’s website being compliant with the CTSCA, or an apparel company not have a disclosure on its website and therefore in violation of the CTSCA. A total of 716 responses were used in data analysis. The results show that there were significant effects of the presence of CTSCA on retailers’ website on consumer responses, after controlling consumer characteristics of socially responsible consumption behavior. That is, respondents in the study perceived that presenting the public statement in compliance with the CTSCA on a company’s website was more persuasive in decision making, promoted trust and enhanced usage and purchase intentions. The findings of the study suggest academic and marketing implications.

Preferences on transformable dresses for sustainability

Purpose The purpose of this research is to investigate users’ expectations and preferences for transformable design functions of transformable party dresses to extend the life cycle of the clothing. With transformable design elements added to a party dress, a user can wear her one-event dress more than once, encouraging sustainable consumption. Rather than looking for a new dress, users can wear their party dress with one or even several new looks. Design/methodology/approach Data were collected through purposive sampling from female college students who had purchased at least one party dress. The survey questionnaire was self-developed based on the literature review and consisted of items that measured fashion behavior in relation to party dresses; shopping orientations, focusing on confident/appearance and fashion-consciousness, economic/price consciousness and convenience/time-consciousness; perceived importance of design and functional elements in party dresses; perceived reasons for the limited use of party dresses; perceived importance of design elements of transformable dresses; purchase intention for transformable dresses; and demographic characteristics. Findings As consumer groups of diverse shopping orientations demonstrated purchase intentions for transformable party dresses, transformable features may become an important component of party dresses. Considering the main reasons for users’ limited use of party dresses, designers need to improve the versatility of the dresses’ design and functional elements, focusing on style and occasion, dress length, size/fit, silhouette and color/pattern, so that users can wear their party dresses more than once and ultimately enhance their sustainable apparel consumption practices. Originality/value The findings regarding users’ expectations and preferences for transformable party dresses can help apparel designers and fashion businesses understand potential users when developing transformable dresses and develop strategies to help with sustainable apparel consumption.

Self-concept and Decision-making Styles: A Comparison between Young Korean and American Consumers

The purpose of this study is to investigate differences in self-concepts and their influence on decision-making styles in apparel shopping across two cultures; namely, Korea and the United States. Data is obtained from university students in both countries (3 universities in Korea and 2 universities in the United States), generating a sample size of 1,166. The questionnaire consists of three parts: decision-making styles for apparel shopping, selfconcepts, and demographic information. The results indicate that Korean respondents have higher interdependent self-concepts than the American respondents. Moreover, the selfconcepts of young consumers have significant effects on their decision-making styles. This study also finds that the self-concepts of young consumers from both countries has a significantly different impact on decision-making styles for apparel shopping. The similarities and/or differences of the relationships between self-concepts and decisionmaking styles of young Korean and American consumers are also found when such relationships are examined within each country. This study makes a unique contribution to enhancing the understanding of contemporary global consumer behavior by exploring relationships in culture, self-concepts, and decision-making styles of young consumers.