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Consumers’ Evaluations of and Purchasing Intentions towards Online Styling Services

Show simple item record Pehrson, Jana 2018-12-20T13:19:06Z 2018-12-20T13:19:06Z 2018-12
dc.description.abstract This study examines consumers’ (N=166,133 women, 31 men, 2 missing) evaluations of and purchasing intentions towards online styling services (OSS). The objectives of the study were to (1) examine consumers’ motivations for online clothes shopping, (2) evaluate consumers’ interest in and experience with OSS, (3) examine previous interest in and experience with OSS related to shopping motivations, and (4) examine purchase intentions of OSS consumers. An online survey was conducted to measure online (hedonic) shopping motives, participants’ overall readiness and experiences on OSS, and several demographic items. Results showed that consumers with higher levels of hedonic shopping motives had a higher intention to pursue an OSS. Female participants had a higher level of interest towards OSS than male participants. There was no significant difference between plus-size and regular-size shoppers in their attitudes towards OSS and finding appealing qualities to the service. Implications of these findings for research on OSS were developed through studying the nature of OSS, gender differences in shopping motivations, and differences between plus size and regular size shoppers. en_US
dc.publisher University Honors College, Middle Tennessee State University en_US
dc.subject online shopping en_US
dc.subject online styling services en_US
dc.subject consumer behavior en_US
dc.subject shopping motivations en_US
dc.subject online survey en_US
dc.subject hedonic shopping motives en_US
dc.subject utilitarian shopping motives en_US
dc.subject plus-size and regular-size shoppers en_US
dc.title Consumers’ Evaluations of and Purchasing Intentions towards Online Styling Services en_US
dc.type Thesis en_US

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