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Looking at Gen Y shopping preferences and intentions: exploring the role of experience and apparel involvement
Author(s) -
Sullivan P.,
Heitmeyer J.
Publication year - 2008
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/j.1470-6431.2008.00680.x
Subject(s) - clothing , generation y , experiential learning , marketing , purchasing , advertising , demographics , preference , brick and mortar , business , psychology , sociology , economics , political science , the internet , mathematics education , demography , world wide web , computer science , law , microeconomics
Apparel retailers need more information to reach and increase patronage from Generation Y with $150 billion purchasing power. Experiential retailing, involving one or more of the five senses, helps create utilitarian and hedonic benefits for brick‐and‐mortar apparel shoppers. However, little is known about how Generation Y responds to experiential strategies. This study of Generation Y brick‐and‐mortar apparel shoppers, using a cohort approach, seeks to determine which dimensions of a shopping experience, as well as shopping involvement level and demographics, are associated with store preference and patronage intent.