Apparel shopping orientation studies usually focus on categorizing shoppers into different segments based on individuals characteristics. This study presents changes in college students apparel shopping orientation, which result from experienced and anticipated life events and lead to store and brand preference changes in retail patronage context. Graduation serves as a milestone of life event leading to role transition in a college students life. The experienced and anticipated life events around graduation create new consumption needs that demand readjustment. Graduating college students are likely to change their store and brand preferences since they attempt to change their apparel shopping orientation due to role transition from a student to an employee.
A research framework was developed based on review of literature on life event and retail patronage followed by hypotheses development. An online survey was administered to graduating students identified from a major university in southern state the United States. Empirical studies provide evidence to support research hypotheses. The research findings showed that all identified six dimensions of apparel shopping orientations had significant influence on changes in patronage preferences, both in store and brand preferences. Theoretical and practical implications were provided. Recommendations for future research are also discussed.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-01182011-130229 |
| Date | 24 January 2011 |
| Creators | He, Yang |
| Contributors | Liu,Chuanlan, Lawrence, Frances, McRoberts, Lisa |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-01182011-130229/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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