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Journals / Business and Management Studies: An International Journal / 2019 / Cilt: 7 - Sayı: 2

FACTORS DETERMINING ONLINE AND OFFLINE CHANNEL PREFERENCE FOR APPAREL SHOPPING

GİYİM ALIŞVERİŞİNDE ÇEVRİMİÇİ VE ÇEVRİMDIŞI KANAL TERCİHİNİ BELİRLEYEN UNSURLAR

TUTKU EKER İŞCİOĞLU
Beril AĞYOL
Pages
1042–1060
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Findings reveal that fashion involvement, need for touch and online trust can discriminate consumers who prefer offline channels from those who prefer both offline and online channels.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:As consumers prefer web sites, mobile applications or social networks, in addition to physical stores, understanding which characteristics can be used to predict consumers’ channel preference becomes vital both for apparel brands and consumer researchers.
📊
Key Findings & Data:Data obtained from a sample of 187 respondents were analyzed with Multiple Discriminant Analysis and Chi-Square Test, after assessing the structural model.
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Conclusion & Impact:Findings reveal that fashion involvement, need for touch and online trust can discriminate consumers who prefer offline channels from those who prefer both offline and online channels.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

As consumers prefer web sites, mobile applications or social networks, in addition to physical stores, understanding which characteristics can be used to predict consumers’ channel preference becomes vital both for apparel brands and consumer researchers. From this point of view, this study examines fashion innovativeness, fashion involvement, fashion opinion leadership, need for touch, online trust and demographic characteristics to identify which of these can be used to predict consumers’ channel preference. Data obtained from a sample of 187 respondents were analyzed with Multiple Discriminant Analysis and Chi-Square Test, after assessing the structural model. Findings reveal that fashion involvement, need for touch and online trust can discriminate consumers who prefer offline channels from those who prefer both offline and online channels. On the other hand, no relationship between the consumers’ channel preference for apparel shopping and demographic indicators has been found.

Özet

Tüketiciler fiziksel mağazalara (çevrimdışı kanallar) ek olarak web siteleri, mobil uygulamalar veya sosyal ağlara (çevrimiçi kanallar) yöneldikçe, kanal tercihlerini tahmin etmek için hangi özelliklerin kullanılabileceğini anlamak, hem giyim markaları hem de tüketici araştırmacıları için oldukça önemli hale gelmiştir. Buradan hareketle bu çalışma, tüketicilerin kanal tercihini tahmin etmek maksadıyla moda yenilikçiliği, moda ilgilenimi, moda fikir liderliği, dokunma ihtiyacı, çevrimiçi güven ve demografik özelliklerden hangisinin kullanılabileceğini belirlemeyi amaçlamaktadır. 187 katılımcıdan elde edilen verilerin yapısal model değerlendirmesini takiben, hipotezler Çoklu Ayırma Analizi ve Ki-Kare Testi ile test edilmiştir. Bulgular, moda ilgilenimi, dokunma ihtiyacı ve çevrimiçi güvenin, hem çevrimiçi hem çevrimdışı kanalları tercih eden tüketicileri sadece çevrimdışı kanal tercih eden tüketicilerden ayırt edebileceğini ortaya koymaktadır. Öte yandan, tüketicilerin giyim alışverişindeki kanal tercihi ile demografik göstergeler arasında bir ilişki tespit edilmemiştir.

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Cite This Article

İŞCİOĞLU, T. E., AĞYOL, B. (2019). FACTORS DETERMINING ONLINE AND OFFLINE CHANNEL PREFERENCE FOR APPAREL SHOPPING. Business and Management Studies: An International Journal, Cilt: 7 - Sayı: 2, 1042–1060. https://ajindex.com/articles/152348

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