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This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.

For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.

It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.

Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.

The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.

Driven by Davis’s (1989) technology acceptance model (TAM) and Westaby’s (2005) behavioral reasoning theory (BRT), the purpose of this study is to develop and test a conceptual model and examine consumers’ acceptance of artificial intelligence (AI) chatbots for apparel shopping.

Data from 353 eligible US respondents was collected through a self-administered questionnaire distributed on Amazon Mechanical Turk, an online panel. Confirmatory factor analysis and path analysis were used to test all hypothesized relationships using the structural equation model.

The results show that optimism and relative advantage of “reasons for” dimensions have a positive and significant influence on perceived ease of use (PEU), while innovativeness and relative advantage have a positive and significant influence on perceived usefulness (PUF). Discomfort and insecurity have no significant impact on PEU and PUF. However, complexity has a negative and significant impact on PEU but not on PUF. Additionally, PEU has a positive influence on PUF. Both PEU and PUF have a positive and significant influence on consumers’ attitudes toward using AI chatbots, which, in turn, affects the intention to use AI chatbots for apparel shopping. Overall, this study identifies that optimism, innovativeness and relative advantage are enablers and good reasons to adopt AI chatbots. Complexity is a prohibitor, making it the only reason against adopting AI chatbots for apparel shopping.

This study contributes to the literature by integrating TAM and BRT to develop a research model to understand what “reasons for” and “reasons against” factors are enablers or prohibitors that significantly impact consumers’ attitude and intention to use AI chatbots for apparel shopping through PEU and PUF.

The purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.

This conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.

First, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).

This conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers' embodied interactions with salespeople and relevant audiences in connected store environments.

This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).

Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.

The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.

Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.

This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.

The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context.

Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis.

This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping.

The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism.

The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.

This paper aims to propose a conceptual model to examine the effect of an augmented reality (AR)–based product display (vs a picture-based product display) on interactivity, vividness, website quality and consumer responses. In addition, the moderating role of the need for touch (NFT) in the effect of AR on media features is identified.

Hypotheses are tested using a one-factor between-subjects design for both a student sample (Study 1, N = 120) and a nonstudent sample (Study 2, N = 272). Data are analyzed using a series of analyses of variance, multivariate analyses of covariance and structural equation modeling.

Study 1 shows that an AR-based product display generates greater website quality, interactivity and vividness than a picture-based product display. Moreover, an AR-based product display improves interactivity and vividness only for high-NFT consumers; however, no significant difference emerged for low-NFT consumers. Study 2 replicates and extends our findings by identifying the specific processes that consumers go through when evaluating a website.

The current research advances the understanding of how product presentation technologies can attract customers with different haptic orientations and provides practical implications for online retailers interested in improving their customers' e-commerce experience.

This study explored the role that Instagram, a prominent social media platform, plays in the consumer decision-making process of young adults (age 18–27 years) in the United States as they shop online for apparel and interact with the digital profiles of apparel brands. Specifically, this study compared consumers' purchase and post-purchase evaluation behaviors on Instagram between Millennials and Generation Z, and investigated the role of consumers' trust of Instagram on these behaviors.

A survey instrument was developed to explore critical variables, including consumers' purchase and post-purchase evaluation behaviors on Instagram, consumers' trust of Instagram, and demographic factors, adapting previous works from Ko (2018), Djafarova and Rushworth (2017), and Herrando et al. (2019). Survey responses were collected via the Qualtrics participant panel service (N = 226), then coded and analyzed using JMP Pro (Version 14.2).

Results indicated that statistically significant mean differences were present among several key variables, including between Millennial and Generation Z post-purchase behaviors on Instagram, willingness to share feedback about a brand experience on Instagram, and trust of content on Instagram. Additionally, it was determined that purchase and post-purchase behaviors on Instagram are significantly different depending on whether or not a consumer trusts Instagram and the content therein.

While online consumer behaviors have been previously studied, the impact of young adults' Instagram usage on their purchase and post-purchase evaluation behaviors in the apparel sector had not been thoroughly examined. The findings from this study provide meaningful insights on the purchase and post-purchase behaviors on Instagram of young adult consumers from different generational cohorts. They demonstrate that developing trust with young adults is critical to the success of brands trying to reach this demographic on Instagram.

Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM).

An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model.

The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology.

This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.

The purpose of this study is to explore fit problems, satisfaction and preferences of Ethiopian male consumers of ready-made garments (shirt, polo shirt, sweater and khaki and jeans trousers) and highlight the need for a domestic standard garment size chart.

Using a structured questionnaire, 405 usable responses were collected from consumers in four cities (Bahir Dar, Kombolcha, Dessie and Addis Ababa) based on convenience sampling. Moreover, the pattern-making methods of 12 domestic garment manufacturing companies were investigated. One-way analysis of variance and multivariate analysis of variance were used to examine differences in fit satisfaction with age, body size and shape. Multiple regression was used to test hypotheses.

The participants were mostly neither satisfied nor dissatisfied with the fit of the garments irrespective of their age, body size and shape. While age was found to be insignificant, apparel sizes worn and body shape were found to be significant predictors of fit type in most garments. It was also found that most of the domestic garment manufacturing companies use the knock-off method for pattern making, which results in a bad fit as the basic garment for the knock-off is constructed based on other countries’ standards.

This study investigates the fit problems and preferences of ready-made garments in the context of consumers in a developing country. Moreover, it has a contribution in considering men’s body shape in the analysis of fit preferences. The results have implications for developing domestic standard garment size charts to improve fit satisfaction.