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E-tail uses and Gratifications to Understand Apparel Consumers

Title
E-tail uses and Gratifications to Understand Apparel Consumers
Author
이규혜
Keywords
Perceived entertainment; perceived informativeness; uses-and-gratifications; attitude confidence
Issue Date
2012-04
Publisher
복식문화학회/The Costume Culture Association
Citation
복식문화연구, 20, 2, 272-285
Abstract
The purpose of the study is to examine the role of consumer perceptions of websites` entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers` purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers` attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website`s entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website`s informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.
URI
http://db.koreascholar.com/Article?code=50045http://hdl.handle.net/20.500.11754/37505
ISSN
1226-0401; 2383-6334
DOI
10.7741/rjcc.2012.20.2.272
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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