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The purpose of this study is to determine whether clothing benefits sought (CBS) affected fit preferences, satisfaction with the fit of ready‐to‐wear, label style preferences, and shopping behaviors of US women.

Written questionnaires were completed to determine the relationship between the CBS paradigm and the fit and shopping variables examined in the study. A larger study from which these findings are drawn involved behaviors related specifically to pants.

Responses on questionnaires from 150 women indicated four CBS factors: Fashion Forward, Sexy, Reputation, and Individualist. Study participants who desired Fashion Forward benefits preferred to shop in specialty stores and a tighter fit. Participants who sought Sexy benefits spent the most money on average, for a new pair of pants, preferred a tighter fit, clothing sized by waist dimension, and shopping in specialty stores. Participants who desired Reputation benefits from clothing shopped in specialty stores. Respondents who sought the Individualist benefits were more likely to shop via catalog/internet.

Data were obtained from a convenience sample of women in a metropolitan area of the USA, thus generalization of results is limited.

In an overstored, highly competitive retail environment, the CBS paradigm will be useful in targeting product and product delivery. The findings indicate, however, that women who seek different benefits from their clothing do shop differently.

Results of the study will help one to better define markets according to an intuitively useful psychographic variable for which there has been limited research.

The purpose of this paper is to determine whether the degree of involvement with shopping for clothing affects the frequency with which GenY consumers seek the opinions of others when making clothing purchases for themselves; the non‐personal sources that influence the frequency of clothing purchase; and certain shopping behaviors.

Written questionnaires were completed by students at a university in the southwestern region of the USA.

Most of the participants were determined to be high involvement shoppers who sought opinions of female friends and co‐workers, used most of the non‐personal idea sources, shopped more often, spent more money, and were more comfortable shopping for clothing.

While the participants are representative of the GenY characteristics and a valid sample for this project, the use of a convenience sample may limit the generalizability of the results.

Generation Y consumers who are more involved with shopping for clothing tend to consult a variety of resources prior to purchase, particularly other females and marketing delivered via various media. Retailers and clothing manufacturers should take advantage of visual merchandising opportunities and social networking avenues as well as traditional advertising and promotion outlets.

The research further refines the involvement construct with a group of consumers who are very involved with shopping for clothing. The opinions of other females, magazines, catalogs, television advertisements and programs, music videos, internet advertisements, and celebrities are important in the product selection process.

Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of media influence, fashion consciousness, and fashion leadership on shopping channel choice in regard to gender.

A survey was administered using a convenience sample of male and female students at a Southwestern University in the USA. A total of 408 surveys were used for analysis. The data were factor analyzed using Statistical Package for the Social Sciences (SPSS) statistical software and a structural equation model was developed to test the hypotheses.

The results indicate that while the media influence factor of mass media positively influences fashion consciousness for both males and females, personalized media only indicated significant influence on male fashion leaders. In addition, both male and female consumers indicated that fashion leadership influenced non-traditional over traditional retail channels.

This research uses social cognitive theory and the theory of symbolic interaction to better understand the impact of media and fashion on shopping behavior. This paper addresses the changing media types and how they impact behavior for both men and women.

Shopping is a popular tourist activity. While a person might not travel for the purpose of shopping, many tourists shop while traveling. This study aims to examine travel motivation as a predictor of the importance assigned to desired shopping center attributes for three different shopping centers, and their effect on satisfaction, and re‐patronage intention.

Data were collected via mall‐intercept surveys from 624 tourist shoppers at seven shopping centers. A tourist was defined as a person who traveled a distance of at least 50 miles from their home.

Desired shopping center attributes are influenced by travel motivation. For the superregional center, a linear relationship was computed for the exploration travel motive, mall environment, overall satisfaction and re‐patronage intention. Interestingly, overall satisfaction with the shopping center was not a significant predictor of re‐patronage intention in the theme/festival or super off‐price centers.

Given the importance of shopping in the travel agenda, identification and consideration of different travel motivations can facilitate development of the shopping center environment for maximum customer satisfaction. All of the motivations may co‐exist in the same family or tourist unit (e.g. convention attendees). These findings can be particularly useful in designing amenities and targeting promotional campaigns to different audiences.

This paper aims to investigate the determinants of successful online viral marketing. More companies in recent years have reduced their advertising expenditures on traditional media. Instead, they focus more on word-of-mouth marketing to reach their potential customers.

A 2 (high/low utilitarian message context) × 2 (high/low hedonic message context) × 2 (message source: strong/weak tie strength) × 2 (channel: e-mail/blog) between-subjects experiment was conducted. A total of 363 completed questionnaires were collected in Taiwan.

The findings are fourfold. First, the greater the tie strength between the sender and the receiver, the more actively they share information. Second, an audience is more willing to share a message with others when the message contains higher degrees of utilitarian or hedonic values. Third, those who are highly involved with the products are more willing to share information than those who are less involved. Fourth, those who access the information via blogs are more willing to share information with others.

The first limitation pertains to the issue of external validity. Also, to maximize internal validity, hypothetical scenarios and experimental designs were used rather than actual e-mail/blog experiences as stimuli. The results of this study provide some key strategic implications for companies that are seeking to enhance a successful viral marketing campaign.

This study suggests there is no “one size fits all” answer. A successful viral marketing campaign is specific to individual characteristics and the approaches used.

The present study combines related research – including communication theory, consumer value and involvement theory – to investigate the determinants of individuals’ intentions to share marketing information.