Consumers’ Evaluations of and Purchasing Intentions towards Online Styling Services
Consumers’ Evaluations of and Purchasing Intentions towards Online Styling Services
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Date
2018-12
Authors
Pehrson, Jana
Journal Title
Journal ISSN
Volume Title
Publisher
University Honors College, Middle Tennessee State University
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.
Description
Keywords
online shopping,
online styling services,
consumer behavior,
shopping motivations,
online survey,
hedonic shopping motives,
utilitarian shopping motives,
plus-size and regular-size shoppers