Shifting paradigms for fashion: from total to global to smart consumer experience

HaeJung Kim,안수경,Judith A Forney 한국의류학회 2014 Fashion and Textiles Vol.1 No.1

Emergence of a global techno-economic system is challenging academia and the fashion industry. Consumers, the retail industry and business strategies are strategically contributing to the changing fashion paradigm, which is shifting from the Total (TCE), to Global (GCE) and to Smart Consumer Experience (SCE) concepts. The consumer experience is a pervasive value orientation that is transforming how consumers think, gain information, and make decisions about consumption activities to maximize their total experience value. Moreover, the experiences, products and services that consumers seek are being defined with a global and smart perspective that is made possible by boundary-free access to information and sourcing of products and services. Specifically, the smart consumer experience advocates consumer participation by leveraging the power of communities and networks and enabling consumers to influence retail businesses and co-create future marketspace values. This phenomenon has implications for fashion consumers and fashion retail industry business strategies since fashion is an emulated behavior.

Assessing and Predicting Apparel Impulse Buying

Eun Joo Park,Judith C,Forney 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.1

服??消?者提供一??高的享?价?和???趣。作??注新和?化的??的??,服??品可以?造美妙的幻?。相反,服?也受各?享?行?的影?,例如????。消?者越?繁的光?服?店去?得一些?于市?上最新的??的想法而不是去?考?物??,就越有可能?行??性消?。而且,消?者有可能越?越偏?他?所需要的而?成他?想要的。?表明服????品???????行?有影?。 ????被??是?代生活方式中的一?普遍?象。而且?占了各??所?出?品的?可?的一部分。一?可能的解?就是消?者???品不是考庭??原因而是享?主?,例如有趣,美好和社?及情感上的?足。通?剌激消?者????品需求,店???在影?????行?方面起到重要的作用。此外,?一?有吸引力的物?接近消?者?,??情??容易激起消?者的????。??情?反?主要?引起不考??政和其他后果。 根据?有的文?,我??展了一??念?架?分析???量(享??向,店???和?物情?)是如何影?服?????的。我???了五?假?:享??向??物情?正相?(H1);享??向和店???正相?(H2);店???和?物情?正相?(H3);店?????????型正相?(H4);?物情???????型正相?(H5)。我?通?文?回?制成了?卷??表。290名在一所美?西北部州立大?的大?生??了本次?卷??。在核??量??之后,我?用LISREL8.53?行了路?分析。路?模型?示六?路?存在?著的正相??系。 ???于服?????的??和??的??性硏究拓展了????量的理解??展了服?????的??模型。本文揭示了服?????的三??型:???向????,???向????和???向????。我?的??表明消?者的享??向是?物情?和店???的一?重要的??量?和服?????相?。??明?消?者有??的感受和在店????,享??向可以??消?者的服?????行?。???果暗示??的?物情?可以?少?策的??性,包括????。因此,服?????的?型可以被一??度因素(例如:享??向和店???)和情?因素(例如:?意和??)的路?模型所??。具???,?物情?是服? Apparel offers consumers a high hedonic value associated with experiential pleasure. Being fashion driven with a focus on newness and change, apparel products can create an illusion of something fantastic. In turn, this subjects apparel to various hedonic behaviors such as impulse buying. The more consumers browse apparel stores to get an idea about the latest trends in the market, rather than relying on a shopping list, the greater the possibility of impulse shopping. Moreover, consumers are likely to be more divergent on what they want than what they need. This suggests apparel as a product category as a stimulus effecting impulse purchases. Impulse buying is considered a pervasive phenomenon in modern Lifestyles and it accounts for a substantial percentage of products sold across a broad range of categories. One explanation may be that consumers buy products for a variety of non-economic reasons or hedonic tendency, such as fun, fantasy and social or emotional gratification. By stimulating consumers to recognize product needs, in-store browsing plays an important role in influencing impulse buying behavior. Also, impulse buying is activated by the emotions aroused in the proximity of an appealing object. This emotional response may occur largely without regard to financial or other consequences. Based on the extant literature, we developed a conceptual framework to analyze how predictors (hedonic tendency, in-store browsing, and shopping emotion) affect apparel impulse buying. Five hypotheses were tested during an apparel shopping episode to determine if: hedonic tendency is positively related to shopping emotion (H1); hedonic tendency is positively related to in-store browsing (H2); in-store browsing is positively related to shopping emotion (H3); in-store browsing is positively related to impulse buying typologies (H4); and shopping emotion is positively related to impulse buying typologies (H5). A questionnaire was developed based on literature review. Data were obtained from 290 college students enrolled at a southwestern state university in the U.S. Following verification the measurement items, path analysis was conducted using LISREL 8.53. A path model shows that six paths have significantly positive relationships. This empirical study of assessing and predicting apparel impulse buying extends the understanding of predictors for and provides an extended structural model of apparel impulse buying. This study reveals three typologies underlying apparel impulse buying: Fashion-oriented impulse buying, Memory-oriented impulse buying, and Browsing-oriented impulse buying. Findings indicate a consumer’s hedonic tendency is a significant predictor of shopping emotion and in-store browsing and it is pertinent to apparel impulse buying. This suggests that hedonic tendency can drive consumers to act on apparel impulse buying when they experience a positive feeling and are in-store browsing. This result implies that positive shopping emotion tends to reduce decision complexity, including impulse buying. Therefore, typologies of apparel impulse buying can be predicted in a path model by an attitudinal component (e.g., hedonic tendency and in-store browsing) and emotional factors (e.g., satisfied and excited). In particular, shopping emotion serves as an important mediating predictor of impulse buying of apparel products. This suggests that impulse buying of college students is more conjunct with an emotional unplanned purchase of apparel products. Also, this finding supports impulse buying as satisfying a hedonic need or providing emotional gratification. This study provides insights to retailers and researchers in understand structural relationships between consumer characteristics and impulse buying of apparel products.

Transactions : O,P,E,N Triad: The Future Success for Individuals, Institutes, and Industries

( Hae Jung Kim ),( Judith Forney ),( Ruth Crowley ) 한국의류학회 2010 한국의류학회지 Vol.34 No.12

This study proposes the O·P·E·N Triad framework as a future set of tools and perspectives for individual members and institutes to further their professional and academic potential as well as prospect and vitalize the future of the Korean Clothing and Textiles discipline through a global perspective. The millennial generation desires On-demand, Personal, Engaging, and Networked (O·P·E·N) experiences effecting cultural change for creative and influential interaction in transactions, communication, and education. O·P·E·N Individuals offers a WebSphere model as a holistic learning system that has a synergizing value of education across academic courses, industries, and cultures. Through a digitalized and virtualized class, it complements relevant technologies already familiar to the student population. By employing environmental scanning approaches, the most influential and viable future global issues related to the clothing and textiles discipline are identified and dialogued within O·P·E·N Institutes. For future clothing and textiles institutes, this scanning allows them to be open to new ideas, to focus on inter-engagements, to collaborate among individuals, to associate as a part of web of people, organizations, and ideas, to personalize an institute`s curricula, and to dialogue generative knowledge. O·P·E·N Industries reveals three dominant future issues that cross academia and industry, sustainability, supply chain management, and social networking. In-depth interviews with U.S. industry experts identified interdependent gaps in global consumer experience practices and suggested the following gaps as future research areas: a standardized business model to the entrepreneurial model, strategic management to a sustainable competitive advantage, standardized to differentiated products, services and operations, market segmentation to global consumer clusters, business-driven marketplaces to consumer-engaged marketspaces, and excellent services to optimal experience. This O·P·E·N Triad framework empowers millennial students, universities, and industries to anticipate and prepare for a radically changing world.

Impacts of Information Source and E-service Quality on Mobile Shopping Behavior in KakaoTalk

( Kyong-hwa Yi ),( Sua Jeon ),( Haejung Maria Kim ),( Judith Forney ) 한국패션비즈니스학회 2016 패션 비즈니스 Vol.20 No.6

KakaoTalk has become a reputed mobile social network and an inseparable part of people`s lives by leading the mobile industry in South Korea. However, there is a lack of studies in academia regarding perception of the consumers and assessment toward the mobile marketing and services by KakaoTalk. Based on the theoretical orientation of Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) and electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, & Malhotra, 2005), this study investigates the effects of information sources (Charles & Richard, 1988), and examines the consumer perception toward the service quality of KakaoTalk. A total of 209 responses were collected, using a self-administered survey in Seoul and Gyeonggi province, South Korea from March 2015 to June 2015. A seven-point Likert scale survey was developed to measure the information sources (i.e., argument quality, post popularity, and post attractiveness), electronic service quality (i.e., efficiency, fulfillment, privacy, and system availability), attitude (i.e., usefulness, preference, and overall attitude), and behavioral intention (i.e., like intention, share intention, and purchase intention). This study reveals a consensus that an online environment is different from the traditional retail context in terms of information source and service quality. Specifically, the results indicate that argument quality greatly impacts the attitudes of the individuals and their behavioral intention toward mobile shopping via social media channel. The most powerful factor among E-S-QUAL is “efficiency.” This dimension of service quality influences the customer perception of usefulness and preference as well as share and like intention toward mobile shopping on KakaoTalk.