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1 – 3 of 3Yuri Siregar, Anthony Kent, Anne Peirson-Smith and Congying Guan
The aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational…
Abstract
Purpose
The aim of this paper is to assess the use of social media by Gen Z consumers and the ways they impact on and re-shape their fashion consumption journey. This generational approach uses the lens of uses and gratifications theory (UGT) to explore the customer fashion retail journey from the perspective of the Gen Z consumer.
Design/methodology/approach
The research uses an exploratory approach in response to the relative lack of research in to GenZ consumers combined with a need to understand shopping journeys. Mixed methods were used with a first phase of interviews followed by a survey of 102 Gen Z students recruited online in the UK during the COVID-19 pandemic.
Findings
The study found that GenZ users of social media for shopping sought gratification from experiences derived from social relationships, entertainment and information. The need for immediate gratification was found in new information and meeting new people to maintain social relationships, learn about products and inform the shopping journey. Further, the research supported the importance of visual images in the affective gratification of shopping needs. Resale sites on social media were favoured for their low prices, information about previously owned fashion items and the opportunity to exercise sustainable fashion choices.
Originality/value
The research advances understanding of fashion shopping journeys through social media and online resale sites. It demonstrates that younger consumers, GenZ, shop through the gratification of experiences informed by their social networks and wider contacts. The linear stages of pre to post–purchase shopping are merged and looped as they exchange information about their shopping journey, from information gathering to post–purchase comments. The role of the brand to these knowledgeable consumers conducting their own resale trade is to facilitate access to and information about their products.
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Jan-Lukas Selter, Anne Fota, Katja Wagner and Hanna Schramm-Klein
Smart devices like fully automated smart refrigerators can simplify customers' shopping processes. However, despite the advantages, such as saving time and effort, these devices…
Abstract
Purpose
Smart devices like fully automated smart refrigerators can simplify customers' shopping processes. However, despite the advantages, such as saving time and effort, these devices are rarely used in private households. Therefore, this study aims to investigate the influence of various aspects on the usage intention of automated purchase processes and how these can be established in the long term.
Design/methodology/approach
For examining the given topic, an online experiment was conducted in which the experimental factors automation (not given vs given) and product type (utilitarian vs hedonic) were systematically manipulated.
Findings
The findings show a decreasing usage intention for automated shopping processes and no significant results for the utilitarian and hedonic product types. In addition, trust and behavioural control mediate the effect of automation on usage intention, and this effect is further moderated by inherent novelty seeking.
Originality/value
The study investigates the usage intention of automated buying processes in a business-to-consumer retail context and highlights the importance of trust and behavioural control. Retailers offering automated buying processes should further focus on customers that seek novelty. In general, this study offers new insights into establishing automated buying processes in the long term.
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Run Zhou and Xuebing Dong
The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has…
Abstract
Purpose
The symbolic presentation of products through images in online environments allows consumers to use or experience products only through imagination. Existing literature has demonstrated that providing sensory cues is an effective way to promote imaginative use or experience. However, such an approach seems to have been proposed for product that requires the use of body-related information (e.g. sensory information) for evaluation (high body-involving product). There is less literature on how to facilitate consumers’ imaginative use of product that requires relatively less bodily information (low body-involving product). Considering this, this research proposes a factor that influences the imaginative use of both high and low body-involving products, the character cues in the product image.
Design/methodology/approach
In this paper, two studies are conducted to verify the matching effect about presence or absence of character cues with product type (high body-involving vs. low body-involving) in facilitating imaginative use and the downstream effect.
Findings
The experimental results indicate that high (low) body-involving product display images are suitable for present (absent) character cues, which can promote the mental imagery of use the product, increase perceived image attractiveness and ultimately increase purchase intentions. The research also verified the influence of distance between the product and the character cues on the above effects.
Originality/value
We expand on the importance of character cues in product display images in an e-commerce environment and enrich the research about imaginative use in online environment.
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