用两种生命历程理论解释南非和尼日利亚年轻人的服装决策风格

IF 3.2 4区 管理学 Q2 BUSINESS
H. Duh, O. Iyiola
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引用次数: 1

摘要

本研究采用人力资本和社会化两种生命历程理论,探讨童年时期家庭资源接收和同伴沟通对成年早期消费者决策风格的影响。调查对象是来自两大非洲经济体的年轻人(18-35岁):南非(306人)和尼日利亚(272人)。参与者在两国的经济中心(约翰内斯堡和拉各斯)接受了调查,以确定和解释与服装购物相关的CDMS。采用结构方程模型和多组分析对数据进行分析。结果发现,两国都有6个CDMS,以四个功利主义维度(完美主义、价格、质量和时间/购物不感兴趣意识)为主。结构方程模型结果显示,家庭资源和青少年时期接受的同伴交流预测了两国6种CDMS的大部分。多组分析发现,构念之间的关系没有国家差异。从结果来看,两国的年轻人在购买服装时表现出更功利的决策风格,而不是象征性的决策风格,这表明零售商和其他公司提供物有所值的服务,以抓住和留住这个庞大的、有利可图的、但不忠诚的年轻成年人消费者群体。自1986年确定了八种消费者决策风格以来,过去三十年来对CDMS的研究主要集中在验证规模和探索人口统计学和文化差异上。很少有研究检查CDMS驱动因素,但没有使用生命历程方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Explaining clothing decision-making styles among South-African and Nigerian young adults using two life-course theories
Two life-course theories (human capital and socialization) were employed to examine how childhood family resources received and peer communication about clothes shopping influence consumer decision-making styles (CDMS) at young adulthood.,Young adults (18–35 years old) were surveyed from two large African economies: South Africa (N = 306) and Nigeria (N = 272). The participants were surveyed at the economic capitals (Johannesburg and Lagos) of both countries to identify and explain CDMS related to clothes shopping. Structural equation modeling and multi-group analyses were used to analyze data.,The results found six CDMS in both countries, dominated by four utilitarian dimensions (perfectionist, price, quality and time/shopping uninterested consciousness). Structural equation modeling results revealed that family resources and peer communication received during adolescence predicted most of the six CDMS in both countries. Multi-group analyses found that there were no country differences in constructs' relationships.,From the results that young adults in both countries displayed more utilitarian than symbolic decision-making styles when shopping for clothing, it is suggested that retailers and other companies provide value-for-money to capture and retain this large, lucrative, but disloyal, young adult consumer segment.,Since 1986, when eight consumer decision-making styles were identified, studies of CDMS over the last three decades have focused on validating the scale and exploring demographic and cultural differences. Few studies have examined CDMS drivers, but not using a life-course approach.
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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
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