Shopping for beauty: The influence of the pandemic on body appreciation, conceptions of beauty, and online shopping behaviour

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-08-10 DOI:10.1080/20932685.2022.2085602

Caroline Kopot, Jaleesa Reed

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引用次数: 3

Abstract

ABSTRACT The COVID-19 pandemic has created shifts in consumer behavior. Beauty customers who normally purchased products in physical stores shifted to purchasing online. Because beauty products are sold at various types of retailers, beauty customers have multiple options for online purchases. This study focused on factors related to beauty that may change group behavior (social norms) using objectification theory and the theory of reasoned action. Broad conceptualizations of beauty and body appreciation and their effect on social norms that in turn affect customers’ purchase intentions with omnichannel beauty retailers were analyzed. A series of hypotheses were developed and empirically tested. Trust in online retailers was also analyzed as an indirect effect on purchase intention. 756 participants completed the online survey through Amazon MTurk. The findings show that broad conceptualizations of beauty have no significant effect on social norms, but body appreciation does have a negative effect on social norms. Trust was also shown to have an indirect effect on purchase intention. These findings demonstrate that people’s views of their body can also impact group behavior. When individuals have a positive body image, their individual perception outweighs the group’s social behavior, which in turn affects their purchase intentions.

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为美而购物:疫情对身体欣赏、美的概念和网上购物行为的影响

2019冠状病毒病大流行导致了消费者行为的转变。通常在实体店购买产品的美容顾客转向了网上购买。由于美容产品在不同类型的零售商处销售，美容消费者在网上购物时有多种选择。本研究主要运用客观化理论和理性行为理论探讨与美相关的因素对群体行为(社会规范)的影响。分析了审美和身体欣赏的广义概念及其对社会规范的影响，进而影响消费者在全渠道美容零售商的购买意愿。他们提出了一系列假设，并进行了实证检验。对网络零售商的信任也被分析为对购买意愿的间接影响。756名参与者通过亚马逊MTurk完成了在线调查。研究结果表明，对美的广泛概念化对社会规范没有显著影响，但对身体的欣赏确实对社会规范有负面影响。信任对购买意愿也有间接影响。这些发现表明，人们对自己身体的看法也会影响群体行为。当个体拥有积极的身体形象时，他们的个人感知超过了群体的社会行为，这反过来影响了他们的购买意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.