Fast Fashion Consumers' Experiences in Store Environments: Problems, Confusion, and Avoidance Behaviors
Year: 2020
Type: dissertation
Study design: Observational Study
Abstract: The goal of this study is to understand consumers' experiences in the fast fashion shopping environment and the impact on their shopping behaviors. This study identified five problematic factors of the fast fashion store environment and their effects on consumer confusion and subsequent avoidance behaviors. Based on the review of literature, a research model and hypotheses were established. The data were collected via an online survey with panels from Qualtrics and analyzed using SPSS and AMOS. The sample was 281 female consumers who have shopping experience at a fast fashion store within the last two months. In order to test the research model, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were conducted. The results indicated the proposed model is acceptable. The five identified problematic factors in the fast store environment were product assortment, product styles, display/layout, salespeople, and ambient factor. Among them, three factors, display/layout, salespeople, and ambient factor, were the significant predictors of consumer confusion. Also, consumer confusion appeared to mediate the effect of the store environment on avoidance behaviors. Academically, this study contributes to offering a framework to explain the avoidance behaviors of fast fashion consumers caused by store environment problems, using the S-O-R paradigm. In addition, this study provides fast fashion retailers with practical information to overcome the current slow growth in their business.
Author: Hwang, Joohye
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6991077472