In spite of the significance of social shopping in the context of fashion consumption, its definitions, boundaries, and explanations have not yet been systematically established in literature. The purpose of Study 1 was to develop a reliable and valid scale of social shopping for fashion. With the scale, Study 2 aimed to develop and test a structural model of social shopping process. In Study 1, a three-step procedure for scale development was followed: item generation, scale purification, and scale validation. As a result, a five-dimensional scale, along with sixteen behavioral items, was developed representing distinctive dimension of social shopping for fashion. The result suggests that social shopping for fashion involves dynamic and complex direct/indirect interpersonal exchanges and activities. Study 1 adds significant value to the literature in three ways. First, the scale is the first attempt to synthesize dispersed concepts of social shopping. Second, by providing a reliable and valid measure of social shopping for fashion, the results advance the area of research. Third, the scale is useful for a wide range of marketing and retailing applications. In Study 2, an online survey was conducted with a random sample consisting of a total of 5,280 undergraduates aged 18 to 29 years old enrolled at a large southeastern university. A total of 858 responses were analyzed using structural equation modeling. A structural model including motivational forces and consequences of social shopping behavior was developed and tested. The results indicated that social comparison orientations were generally found to be motivators of social shopping for fashion, and social shopping contributed to shopping satisfaction. The results, however, suggest that each dimension is driven by different dimensions of social comparison orientation and generates different types of satisfaction. This study increases the understanding of social shopping by simultaneously examining a causal model depicting comprehensive motivational forces and consequences of social shopping behavior. The results contribute to building a rigor of social comparison theory and consumer satisfaction theory in the context of fashion consumption. The results also provide industry professionals with strategic cues for creation of shopping environments wherein consumers social needs are better served and satisfied.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-01052010-161005 |
| Date | 08 January 2010 |
| Creators | Kang, Jiyun |
| Contributors | Park-Poaps, Haesun, Kuttruff, Jenna T., Martin, Roy J., Liu, Chuanlan, Guidry, Julie A. |
| 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-01052010-161005/ |
| 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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