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Article
Publication date: 8 December 2020

Telin Chung, Kyuree Kim and Eonyou Shin

The present study aimed to examine the value creation process in an online forum community of a crowdsourcing company by analyzing members' interactions and network structures.

Abstract

Purpose

The present study aimed to examine the value creation process in an online forum community of a crowdsourcing company by analyzing members' interactions and network structures.

Design/methodology/approach

A mixed-method approach was adopted. First, a participation-observation netnographic approach was employed to identify the interactions that lead to the collective creation of three types of value: social, intellectual, and cultural. Second, using social network analysis, the collective value creation process was examined through the network structures, and the key actors and their roles in value creation were identified.

Findings

findings presented that members collectively create value in a unique manner for enhancing product designs in a crowdsourcing community. Three types of value coexisted and were often created inter-dependently. The interactions among the members were not dense yet were fairly knitted without any significant core-periphery structures, indicating a less restrained flow of value. The findings of the study identified that most of the bridging members in the network were likely to have diverse social and intellectual resources.

Originality/value

The present study was one of the first to examine the collective value creation process through a network perspective. In particular, this study offered a richer understanding of the unique collective value creation process in a crowdsourcing community and the role of bridging actors in the network. Implications for crowdsourcing companies are provided to sustain a continuous flow of quality contributions from the forum community members.

Details

Internet Research, vol. 31 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 18 June 2020

Eonyou Shin, Telin Chung and Mary Lynn Damhorst

The purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping.

Abstract

Purpose

The purpose of the current study is to explore how valenced fit reviews affect the consumer decision-making process during online apparel shopping.

Design/methodology/approach

A single factor (valence of fit review) within-subject experimental design was employed to examine how the valenced fit review (negative vs positive) affects the consumer online purchase decision process. A mock website was created to simulate the online shopping environment through four steps for developing a stimulus website for the main study. The data were analyzed using repeated multivariate analysis of variance and structural equation modeling.

Findings

A total of 418 female consumers completed an online self-administrated survey. Results showed that positive fit review was more compelling than negative fit review for female consumers when they like the apparel product. Two aspects of information credibility (review and site credibility) and confidence in purchase decision evoked by both fit reviews and overall product information were significant determinants of the consumer purchase decision process in increasing consumers’ future purchase intentions through attitude to the online retailer.

Originality/value

The current study was an attempt to fill the gap in knowledge regarding the crucial role of fit reviews in apparel product purchase decisions in an online context. This study confirmed the type of fit reviews that would be influential on female consumers’ online purchase decision-making process for apparel products when they liked the apparel product, supporting positive confirmation bias from the information processing point of view. This study contributed to the importance of the two concepts (i.e. credibility and confidence in the purchase decision) in online information processing and purchase decision-making process.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Content available
Article
Publication date: 3 April 2020

Fatma Baytar, Telin Chung and Eonyou Shin

Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as…

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1535

Abstract

Purpose

Augmented Reality (AR) integrates computer-generated images to a physical environment in real-time. Online apparel shopping presents some product-related risks, as consumers can neither physically see and touch the products nor try them on. The present study examined whether AR conveys reliable apparel product information in terms of fit, size, and product performance; and how AR affects attitudes toward apparel and purchase intentions when shopping online.

Design/methodology/approach

This research was designed as a within-subject quasi-experimental study using repeated measures in two conditions: virtual try-on using the AR technology vs. physical try-on. A scenario was developed to help participants imagine themselves shopping online for a specific dress.

Findings

Results indicated that size and color of dresses were conveyed accurately when utilizing AR as compared to physical try-on. Visual attributes such as style, garment details, and coordination with other items were found to be satisfactorily predicted when AR was employed. Overall, attitudes towards both AR and real dress, and purchase intentions were favorable. Participants with higher telepresence levels were found to have more positive attitudes towards the dress and greater purchase intentions when using AR as compared to the participants with low telepresence levels.

Research limitations/implications

Our findings implied that AR can provide enough information especially for garment sizes and visual characteristics when making purchase decisions. AR technology can be instrumental in introducing a certain style, building positive attitudes towards products, and driving sales, when the consumers perceive a certain level of “being there”. This study was limited to female students in North America. Also, because a single stimulus was used, the results cannot be generalized to other stimuli.

Originality/value

Our study findings showed that participants were able to select the right garment size by using AR. The average ratings for visual characteristics such as style and detail were above the neutral level when using AR; indicating that participants can understand visual attributes in AR when shopping online. Moreover, in the AR condition participants with higher telepresence levels had higher attitudes towards the garment and purchase intentions as compared to the participants with low telepresence. AR can be instrumental for online apparel shopping. Retailers need to understand the potentials of these technologies and work with technology developers to enhance consumers' experiences.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 14 March 2016

Anna Perry and Telin Chung

– The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

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4629

Abstract

Purpose

The purpose of this paper is to understand Eco-Apparel consumption behavior in consumers who care about the environment.

Design/methodology/approach

A snowball sampling technique was used to recruit 16 participants for in-depth interviews.

Findings

Two attitude-behavior gaps existed: the gap between environmental attitude and Eco-Apparel purchasing behavior; and the gap between Eco-Apparel attitude and Eco-Apparel purchasing behavior. There were two connections: product and emotional benefits leaded to Eco-Apparel purchasing behavior; and personal cost benefits, emotional benefits, and economic considerations leaded to Eco-Apparel using and disposing behavior. These gaps and connections suggested participants have certain standards regarding Eco-Apparel consumption. First, the standard of purchasing Eco-Apparel was the same as regular apparel. Second, participants did not want to expend much effort. Third, for some participants, emotional benefits (e.g. fun, good feeling, satisfaction) were important.

Research limitations/implications

The small sample size and the snowball sampling technique limit generalization of the study’s findings.

Practical implications

These findings might be of interest to apparel manufacturers and retailers who want to re-enforce consumers’ positive attitudes leading to actual purchase and consumption behaviors.

Originality/value

The current study for the first time examines the attitude-behavior gaps, proposes reasons behind these gaps, as well as connections between benefits and Eco-Apparel usage and disposal behaviors. In addition, the proposed framework is the first attempt to illustrate the relationships among gaps, connections, and consumption standards.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

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