Leveraging customer learning and time-based targeting for fast fashion new arrivals

IF 11 1区 管理学 Q1 BUSINESS
Joyce Feng Wang , Yufei Zhang , G. Tomas M. Hult , Chen Lin
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引用次数: 0

Abstract

The fast fashion industry rapidly introduces new products, making early adoption among fashion innovators crucial for sustaining return on investment and setting fashion trends for the diffusion process. This study aims to identify fashion innovators by assessing their learning maturity and to determine the optimal timing for commercializing fashion new arrivals. By leveraging large-scale e-commerce data, we operationalized learning maturity based on customers' past purchase experiences and employed survival analyses to examine how different types of customer learning affect new product adoption across various times of the day and days of the week. Our findings reveal that learning about product features increases customers' likelihood of adopting new products, whereas learning about pricing decreases it. These learning effects are most pronounced for customers shopping at bedtime and on weekends due to variations in consumers’ cognitive resources. By demonstrating the significant effects of customer learning, this research uncovers new, time-varying, experience-based antecedents of new product adoption. Our results provide novel insights into the success of new fashion products, offering readily actionable guidance on targeting the right customers at the right time.
利用客户学习和基于时间的目标定位,打造快时尚新品
快速时尚产业迅速推出新产品,因此,时尚创新者尽早采用新产品对于维持投资回报和在传播过程中引领时尚潮流至关重要。本研究旨在通过评估时尚创新者的学习成熟度来识别他们,并确定时尚新品商业化的最佳时机。通过利用大规模的电子商务数据,我们根据顾客过去的购买经验对学习成熟度进行了操作化,并采用生存分析来研究不同类型的顾客学习如何影响新产品在一天中不同时间和一周中不同日子的采用。我们的研究结果表明,对产品功能的学习会增加顾客采用新产品的可能性,而对定价的学习则会降低顾客采用新产品的可能性。由于消费者认知资源的不同,这些学习效应在睡前和周末购物的顾客身上表现得最为明显。通过证明顾客学习的显著效果,这项研究发现了新的、随时间变化的、基于经验的新产品采用前因。我们的研究结果为新时尚产品的成功提供了新的见解,为在正确的时间瞄准正确的顾客提供了易于操作的指导。
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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