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Gender, fashion consumer group, need for touch and K orean apparel consumers' shopping channel preference
Author(s) -
Workman Jane E.,
Cho Siwon
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12017
Subject(s) - clothing , preference , advertising , psychology , channel (broadcasting) , sample (material) , business , marketing , social psychology , engineering , economics , political science , telecommunications , chemistry , chromatography , law , microeconomics
Abstract Shopping preferences are affected by the culture in which an individual grows up as well as by individual differences in consumers such as differences in gender, fashion leadership and need for touch. The current study examined the influence of consumers' need for touch and fashion leadership on preference for shopping outlets (e.g. touch and non‐touch shopping channels) between genders and within a particular culture. The purpose of this study was to examine gender, fashion consumer group, need for touch and K orean apparel consumers' shopping channel preference. Participants were a convenience sample of 262 K orean college students who were recruited in C hangwon, S outh K orea. A questionnaire was compiled that included a request for demographic information, the N eed F or T ouch scale, the M easure of F ashion I nnovativeness and O pinion L eadership, and items assessing preference for touch and non‐touch shopping channels for clothing. Women and men did not differ in overall need for touch or instrumental need for touch. Fashion change agents and fashion followers did not differ in their preference for touch and non‐touch shopping channels. Preference for touch shopping channels was more greatly affected by variables such as need for touch, gender, and fashion innovativeness and opinion leadership than preference for non‐touch shopping channels. Preference for non‐touch shopping channels was virtually unaffected by the variables examined in the current study. Implications for theory and research are provided.