文章基本信息

标题：WHICH CLOTHING DO I BUY? A STUDY ON APPAREL ACQUISITION FORMS ORIENTED BY BRAND AND/OR FASHION
本地全文：下载
作者：Juliana Maria Magalhães Christino ; Carlos Alberto Gonçalves ; Cid Gonçalves Filho 等
期刊名称：Business and Management Review
印刷版ISSN：2047-0398
电子版ISSN：2047-0398
出版年度：2014
卷号：3
期号：10
页码：27-42
出版社：Global Research Society
摘要：The current study was based on the notion that consumers make their choices by means of a complex mental process which goes beyond the utilitarian view. In order to provide additional insights on why certain choices prior the purchase, a theoretical framework for investigating the Customer Value Creation Process, proposed by Smith and Colgate (2007), was used as a potential predecessor of different shopping orientations. The identification of variables that constitute each of the four default values (functional / instrumental, experiential / hedonic, symbolic / expressive and cost / sacrifice) were initially defined by a qualitative investigation and was statistically validated in a pilot study that preceded the realization of the final survey with 836 respondents. As main results, this study demonstrated that the consumers of apparel can be grouped into four mutually exclusive groups of brand orientation and fashion orientation which could be discriminated by their respective values
关键词：The Clothing I Buy; shopping orientation; perceived value by the customer; apparel