The purpose of the present study was to investigate the moderating role of hedonic shopping value in shopping experience satisfaction in the context of clothing shopping. Hedonic shopping value is an emotional and hedonic appreciation of shopping. According to the existing literature, consumers' hedonic shopping value is associated with several antecedents such as involvement, variety seeking, and physical environment of stores. Involvement may heighten consumers' excitement with the shopping experience. Hedonic shoppers tend to seek variety and use exploratory buying behavior to experience the emotion of pleasant arousal in a retail setting. Emotional responses in stores can be affected by the store's environment, arguing positive mood is a significant predictor of both extra time, unplanned spending in shopping, and shopping satisfaction. To test the proposed model, a convenience sample of male and female Korean college students was employed. Pearson correlation, chi-square statistics, t-test, ANOVA, and EQS for structural equation modeling were utilized. The results of the study showed that people who, in general, enjoy clothing shopping feel more satisfied with their clothing shopping. It appears that the shopping skills acquired by consumers who are more involved in and enjoy shopping may lead to higher satisfaction. Female respondents were more involved in clothing shopping, were more satisfied with clothing shopping, and had a higher level of hedonic shopping value. Expectedly, the structural model for female subjects confirmed the existence of the mediating role of hedonic shopping value in shopping experience satisfaction whereas the model for male respondents and for all respondents in which male and female respondents combined did not. For the female group, involvement and variety seeking had no direct influences on shopping experience satisfaction. Rather, they influenced shopping experience satisfaction indirectly through hedonic shopping value. Hedonic shopping value did not play a role as an intervening variable for male consumers. This may be attributed to the fact that male respondents had considerably low levels of hedonic shopping value to be an intervening determinant. This result implies that male respondents may have greater utilitarian construct for clothing shopping satisfaction rather than hedonic constructs. / Graduation date: 2002

M.. Tech. (Business Administration, Faculty of Management Sciences), Vaal University of Technology / Store choice has become an area of concern for a retailer, with no clear verdict as to what drives customers in the selection of a store. Shopping at the right store with the right social reputation may be essential for many customers. Therefore, the dynamic store choice decision can be conceptualised as a problem of deciding where and when to shop. The primary objective of this study was to determine the influence of perceived social risk and buying behaviour on apparel retail store choice among Generation Y female students within the Sedibeng district. This study focused on perceived social risk, as the literature shows that publically consumed products are the ones with a high level of social risk and the consumer’s need for social acceptance with regards to brand and store choices. This study also looked at the buying behaviour of apparel by Generation Y female students within the Sedibeng district because in today’s increasingly complex retail environment, an understanding of consumers’ buying behaviour and their knowledge of products and services is critical for high quality business decisions. In addition, an understanding of consumers’ buying behaviour will assist retailers to segment their client base and target specific customer groups with strategies designed to meet their retail needs. A quantitative research approach was used for this study and a non-probability convenience sampling procedure was adopted in this study. A structured questionnaire was utilised to survey 400 students from the two universities in the Sedibeng district. The target population for this study was restricted to Generation Y female students within the two universities, namely Vaal University of Technology (VUT) and North West University (NWU). Pre-testing and a pilot study preceded the main survey and reliabilities were measured using the Cronbach alpha coefficients. Out of 400 questionnaires sent to the participants, a total of 370 responses were received and this resulted in a return rate of 92.5 percent for the main study. The statistical analysis of the collected data included descriptive statistical analysis, correlation analysis, exploratory factor analysis, confirmatory factor analysis and structural equation modelling to test the posited hypothesis. The analysis results of the factor analysis showed that based on the Kaiser-Guttman rule, for each of the constructs (perceived social risk, buying behaviour and retail store choice) only two factors that have intrinsic value greater than one were extracted. For the perceived social risk construct, two factors, which were labelled anxiousness and significant others were extracted and for the buying behaviour construct two factors, which were labelled acceptance and reaction were extracted. Lastly, for the retail store choice construct, two factors, which were labelled word of mouth as well as convenience and physical characteristics of the store were extracted through the exploratory factor analysis technique. According to the results of the structural equation modelling analysis, the tested relationships produced satisfactory results consistent with how they were hypothesised. Specifically, it appeared that there is a direct relationship between perceived social risk and buying behaviour. Buying behaviour also has a positive effect on retail store choice and finally, perceived social risk has a good impact, but there is no significant influence on retail store choice as indicated by the findings. Insights gained from this study will assist marketers of apparel products to increase the patronage levels in their stores by expediting the factors identified in this study. Moreover, these findings may enable apparel retail store managers to comprehensively understand how perceived social risk influences a consumer’s retail store choice and to predict as well as develop a current view of the buying behaviour of female Generation Y consumers, thereby facilitating the evelopment and implementation of more effective marketing strategies in their stores. Implications of the findings are discussed and limitations and future research directions are alluded to.

According to Engel, Blackwell, and Miniard (1993), evaluative criteria is defined as "the standards and specifications used by consumers to compare different products and brands" (p.51). Many studies have investigated factors that might influence the importance of clothing evaluative criteria used by consumers in the decision making process. However, few studies have been directed to examine the relationship between consumers' shopping motivations and their use of clothing evaluative criteria. The purpose of this study was to examine the influence of consumers' shopping orientations on the importance placed on the clothing evaluative criteria. Hedonic and utilitarian shopper dichotomy was applied in this study. Self-administered questionnaires which included four sections of questions were used for data collection. The four sections, with 7-point Likert scales, asked about respondents' clothing evaluative criteria used in general and specific purchase context, shopping values, and demographic information. The data were collected at Oregon State University in summer 2005. A convenience sample of 452 students from nine departments was obtained. The frequency and descriptive statistics, cross tabulation and chi-square statistics, Principal Components Factor Analysis with Varimax Rotation, and Pearson Correlation were used to analyze the data. Respondents were classified into hedonic shoppers, utilitarian shoppers, or neutral shoppers, who were dropped in comparison analysis. Results indicated that hedonic shoppers were more likely to be female and younger than were the utilitarian shoppers. Hedonic shoppers were found to be more engaged in un-planned clothing purchases, go clothing shopping more frequently, and spend more money on clothing each month then utilitarian shoppers. Moreover, hedonic shoppers more often went clothing shopping in department stores, closed malls and specialty stores than did the utilitarian shoppers. Principal Components Factor Analysis was conducted to classified clothing evaluative criteria used in both general and specific purchase situations, and new variables were generated for Pearson Correlation Analysis. Results of Pearson Correlation analysis were used to test the hypotheses. Results showed that hedonic shopping value was positively and significantly related to "Aesthetics" and "Symbolic" dimensions of clothing, which supported the first hypothesis. However, utilitarian shopping value was not found to have positive and stronger relationship with "Performance" and "Economic" dimensions of clothing than hedonic shopping value, thus, the second hypothesis was not supported. Apparel manufacturers, retailers, and marketers can draw implications from the study result to develop more effective marketing communication mix. Also, consumer behavior researchers can further investigate hedonic shopping behavior based on the research findings. / Graduation date: 2006

University of Macau / Faculty of Social Sciences. / Department of Communication

By measuring intentions to purchase, this research gives insight into environmental attitudes, pressures to purchase environmentally friendly apparel, factors that inhibit environmentally friendly apparel purchasing, awareness of environmentally friendly apparel purchase options, and marketing insight into the eco-friendly consumer. The theory of planned behavior (TPB) was used to assess consumer purchasing intentions for environmentally friendly apparel. The TPB consists of a three-pronged measurement: individual attitudes, subjective norms, and perceived behavioral control. Individual attitudes were gauged on three dimensions which included environmental attitudes, demographic patterns, and environmentally friendly apparel purchase intentions. Subjective norms involve social pressure to engage in eco-friendly behavior, perceived individual environmental impact, and desire for uniqueness in dress. Finally, perceived behavioral control was studied through previous environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel. The results revealed that individual environmental attitudes, social pressure to behave environmentally friendly, perceived individual environmental impact, desire for uniqueness in dress, past environmentally friendly apparel purchases, accessibility of environmentally friendly apparel purchase options, and cost of environmentally friendly apparel all have an impact on intentions to purchase environmentally friendly apparel. The variable with the strongest relationship to intentions was social pressure. A demographic profile of intent to purchase environmentally friendly apparel, however, was not possible with this sample. This indicates there is not specifically one type of person who purchases environmentally friendly apparel.

Much of the effort that goes into a purchasing decision occurs at the stage where a choice has to be made from the available alternative clothing products (Solomon & Rabolt, 2009:392). In this phase of the decision making process, consumers’ perceptions of the clothing item they anticipate to purchase includes evaluation of the clothing and the application of specific evaluative criteria in order to assess the suitability of the clothing item (Saricam, Kalaoglu, Ozdygu & Urun, & 2012:2). Evaluative criteria are the specifications or standards that consumers use when comparing and assessing alternatives (Forney, Park & Brandon, 2005:158). Because consumer needs vary not only by the product they want to purchase but also in terms of information (Forney et al., 2005:158), identifying the evaluative criteria that consumers use in the clothing purchasing decision-making process may provide an insight into preferences relative to specific products, such as clothing. While several studies have shown that the purchasing decision can be influenced by individual differences as well as environmental influences, it is no doubt that the investigation of each of these variables provides important clues to understanding consumer purchase decision broadly, but are limited in some parts in their explanations when it comes to clothing purchasing decision. Literature has highlighted the significance of body shape on clothing preferences because of the inherent relationship between the clothing product and the body. The difference in body shape often determines how clothing will drape on a figure, how comfortable the garment feels and ultimately how the clothing product will be evaluated by the consumer. Moreover, personal values, which are defined as the desired end-states have been shown to be one of the most powerful explanations of, and influence on the way consumers are likely to behave in a specific situation, such as the purchasing of new clothing product, the process that includes evaluation, choosing among the alternatives and finally the purchasing decision (Vincent 2014:119; Kim et al. 2002:481; Laverie, Klein & Klein, 1993:2). Additionally, while in the process of evaluating various clothing attributes for the suitability of the clothing product in terms of body shape and personal values, female consumers may experience either positive or negative emotions (Zeelenberg et al., 2008:18), depending on how the clothing is assessed. Most theories of emotional influences on decision making take the valence-based approach (Lerner & Keltener, 2000:473), focusing on the effects of positive versus negative emotional states. However, Lerner and Keltener (2000:473), have suggested that emotion specific approach, in particular the Appraisal-Tendency Framework (ATF) model is more effective to understand and predict the influence of specific emotions on decision making and behaviour. Consumers’ choice of the clothes based on the evaluative criteria during the decision making process is regarded as a form of consumer input to the clothing manufacturing and design (May-Plumee & Little, 2006:62). Since these underlying factors are regarded as important for understanding the rationale behind consumer clothing purchasing decision and behaviour, a thorough investigation of such factors on how they impact clothing evaluative criteria is greatly necessary. This may help and guide the clothing manufacturers and retailer on how to design and produce clothing products that are most relevant for the needs and preferences of South African female consumers. The study, therefore, aimed to determine the influence of body shape and personal values on women’s preferences for and use of intrinsic evaluative criteria (styling/design, colour/pattern, appearance, appropriateness/acceptance, fit/sizing, comfort and fibre content/material) in the purchasing of casual blouse/top, trouser/skirt and dress. Information on the relevant importance of various clothing product attributes in the consumers’ mind may provide clothing manufacturers and designers with the basis for effective new clothing product development and marketing strategies. Furthermore, considering that emotions are involved in clothing purchasing decision, the study also focused on understanding the influence of emotions on clothing purchasing decision and subsequent behaviour. This study reflected the postpositive philosophical worldview which is typically associated with quantitative approach. In this case, the study assumed quantitative research design and methods and is regarded as exploratory in nature. Using purposeful, convenient and snowball techniques, the sample was solicited in Gauteng, Johannesburg, South Africa. A total of 316 women aged between 18 and 66 plus years old took part in the study. A survey using a group administered questionnaire was used to collect primary data from the respondents. The group administered questionnaire included demographic information of the participants, self-reported perceived body shape measure, personal values measure, evaluative measure and emotions measure. Descriptive statistics were used to analyze demographic information, as well as on overall data before inferential statistics were performed. Inferential statistics such as the z-test was applied to establish the significant evaluative criteria and to test the proportions of the selected emotions. Chi-Square test of independence was used to determine the association between body shape evaluative criteria investigated, while nonlinear canonical correlation analysis (OVERALS) was performed to establish the relationship between personal values and evaluative criteria and lastly, discriminant analysis was used determine purchasing behaviour. The analysis established that fit/sizing and comfort are the most important evaluative criteria that women consider in the purchasing of casual clothing categories studied. Respondents, also agreed that styling/design was the determinant evaluative criteria when purchasing a casual dress, while fit/sizing was the determinant evaluative criteria in the purchasing of a casual blouse/top and trouser/skirt. The results further showed that respondents in this study who perceive themselves to be diamond shaped, think colour/pattern is very important particularly when purchasing a casual blouse/top. However, when purchasing a trouser/skirt, the results reflected that the oval body shaped respondents think styling/design is very important, while respondents who perceive themselves to be rectangular body shaped, consider comfort when purchasing a casual dress. With regards to the relationship between personal values and evaluative criteria, the study found that when purchasing a casual blouse, respondents consider the appearance for the achievement of warm relationship with others, excitement and confidence. The results also indicated that through fit/size of a blouse/top, female consumers strongly aspired for self-respect. The results further showed that through the styling/design of a blouse/top, female consumers in this study want to achieve self-fulfillment, while a sense of accomplishment is influenced by the comfort of a casual blouse/top. On the other hand it was also revealed that appropriateness/acceptability of a casual blouse/top seemed to influence fun and enjoyment as well as sense of belonging. In the purchasing of a casual trouser/skirt, the results clearly showed that in order to achieve a warm relationship with others, female consumers strongly considered the fibre content/material and colour/pattern of trouser/skirt. The results also suggested that consumer considered the appearance of a trouser/skirt for the achievement of sense of belonging and self-fulfillment, while the styling/design of a trouser/skirt was somewhat considered for attainment of excitement. Through the fit/sizing of a casual trouser/skirt, it was shown that female consumers strongly aspired to achieve self-respect, confidence as well as fun and enjoyment. The results further highlighted that respondents considered appropriateness/acceptability of a casual trouser to somewhat influence being well-respected, while comfort of a casual trouser somewhat influenced a sense of accomplishment. In the purchasing of a casual dress, the results indicated that in order to achieve excitement and a warm relationship with others, female consumers in this study considered the appearance. The results further suggested that through the appearance of dress respondents somewhat also aspired for a sense of belonging. On the other hand, the results clearly revealed that respondents will consider fibre content/material, styling/design, fit/sizing and colour of casual dress in order to achieve self-respect, self-fulfillment, confidence, being well-respected and a sense of accomplishment. Lastly the results demonstrated that the best behaviour that drives the emotion “disgust” is “I walk away”. On the other had the best behaviour that drives the emotion “sadness” is “I spend more time shopping around”. The results were fully consistent and gave support to the emotions specific hypothesis (ATF) which postulates that different emotions of the same valence for instance, “disgust” and “sad”, both being negative, can exert opposing influences on decision making and behavior. However, concerning the positive specific emotions, it emerged that there were no behaviour differences between the emotions “happiness” and “contentment”, probably, suggesting unpredictable behaviour. It is, therefore, recommended that clothing designers and retailers should have a knowledge of the attributes that are preferred by female consumers of various body shape. It is also recommended that clothing manufacturers and retailers should endeavor to understand the value systems of their target. This study has contributed to the body of knowledge of understanding the role that body shape, personal values and emotions play in the clothing purchasing decision and behaviour. / Life and Consumer Sciences / Ph. D. (Consumer Science)