Smart Apparel Shopping: A Multidimensional and Gender-Neutral Measure

Document Type

Article

Publication Date

1-1-2016

Description

To capture diverse aspects of smart shopping for apparel, a comprehensive measurement based upon (a) shopping benefits and costs, (b) consumption economics, and (c) and consumer decision making stages was developed. Employing an extensive literature review, focus group interviews, personal interviews, and surveys, we developed the three-stage, seven-dimensional, and gender-neutral smart shopping measure for apparel. The smart shopping dimensions identified were: information search and planning in the prepurchase stage; effort/time savings, right purchase, and money savings in the purchase stage; and satisfaction and word of mouth in the postpurchase stage. The measure was validated with multiple tests and a structural model validated the significance of the proposed relationships among constructs. This study expanded the conceptualization of smart shopping for apparel by investigating cost and benefit components, by uncovering specific outcome constructs, and by identifying activities that generate smart shopper feelings. Suggestions for retailers as well as future research directions are provided.

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