Clothing evaluative criteria : a comparison between hedonic shoppers and utilitarian shoppers Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/n009w5194

Descriptions

Attribute NameValues
Creator
Abstract or Summary
  • 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.
Resource Type
Date Available
Date Copyright
Date Issued
Degree Level
Degree Name
Degree Field
Degree Grantor
Commencement Year
Advisor
Committee Member
Academic Affiliation
Non-Academic Affiliation
Subject
Rights Statement
Peer Reviewed
Language
Digitization Specifications
  • File scanned at 300 ppi (Monochrome, 8-bit Grayscale) using ScandAll PRO 1.8.1 on a Fi-6670 in PDF format. CVista PdfCompressor 4.0 was used for pdf compression and textual OCR.
Replaces
Additional Information
  • description.provenance : Submitted by Kaylee Patterson (patterka@onid.orst.edu) on 2012-04-17T18:11:15Z No. of bitstreams: 1 YehChunLan2006.pdf: 1091527 bytes, checksum: 13db19da285e521d80087015a12e2620 (MD5)
  • description.provenance : Approved for entry into archive by Patricia Black(patricia.black@oregonstate.edu) on 2012-04-23T16:49:45Z (GMT) No. of bitstreams: 1 YehChunLan2006.pdf: 1091527 bytes, checksum: 13db19da285e521d80087015a12e2620 (MD5)
  • description.provenance : Made available in DSpace on 2012-04-23T16:49:45Z (GMT). No. of bitstreams: 1 YehChunLan2006.pdf: 1091527 bytes, checksum: 13db19da285e521d80087015a12e2620 (MD5) Previous issue date: 2005-12-02
  • description.provenance : Approved for entry into archive by Patricia Black(patricia.black@oregonstate.edu) on 2012-04-23T16:36:06Z (GMT) No. of bitstreams: 1 YehChunLan2006.pdf: 1091527 bytes, checksum: 13db19da285e521d80087015a12e2620 (MD5)

Relationships

In Administrative Set:
Last modified: 08/15/2017

Downloadable Content

Download PDF
Citations:

EndNote | Zotero | Mendeley

Items