IDEAS home Printed from https://ideas.repec.org/a/lum/rev3rl/v10y2019i3p44-71.html
   My bibliography  Save this article

The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits

Author

Listed:
  • Laura Nistor

    (Sapientia Hungarian University of Transylvania, Cluj-Napoca)

Abstract

The article presents the result of a focus-group based qualitative study which was conducted among students from Cluj-Napoca, Romania, regarding their preferred places for clothing shopping. The analysis of the focus-group narratives revealed that students prefer to shop their clothes both from online sites and offline settings. The latter correspond not only to malls, but also for second-hand and outlet shops from where students can acquire their outfits at lower prices and can buy more items than from the more pricey malls.Thus, second hands can be associated with consumerism rather than with frugal consumption. Each of the three locations, i.e. online shops, malls and second-hands/outlets serve not only as places for effective shopping, but also as places where students are doing amateur market research, either in the form of webrooming (i.e. browsing the websites) or in the form of showrooming (i.e. looking out in malls or second hands). Both of these activities are forms of entertainment and information acquisitions regarding the trends, prices, sales, etc. The results reveal the case of omni-channel consumers who mix between different sites of shopping.

Suggested Citation

  • Laura Nistor, 2019. "The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits," Postmodern Openings, Editura Lumen, Department of Economics, vol. 10(3), pages 44-71, September.
    • Handle: RePEc:lum:rev3rl:v:10:y:2019:i:3:p:44-71
    DOI: https://doi.org/10.18662/po/81
    as

    Download full text from publisher

    File URL: https://lumenpublishing.com/journals/index.php/po/article/view/1531
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.18662/po/81?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Dominique Roux & Michaël Korchia, 2006. "Am I What I Wear? An Exploratory Study of Symbolic Meanings Associated with Secondhand Clothing," Post-Print hal-02022232, HAL.
    2. Pentecost, Robin & Andrews, Lynda, 2010. "Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 43-52.
    3. Flor Madrigal Moreno & Jaime Gil Lafuente & Fernando Avila Carreon & Salvador Madrigal Moreno, 2017. "The Characterization of the Millennials and Their Buying Behavior," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(5), pages 135-144, October.
    4. Rahman, Osmud & Kwong-Kay Wong, Ken & Yu, Hong, 2016. "The effects of mall personality and fashion orientation on shopping value and mall patronage intension," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 155-164.
    5. McCormick, Karla, 2016. "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 39-45.
    6. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    7. Gilboa, Shaked, 2009. "A segmentation study of Israeli mall customers," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 135-144.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Octavia Cristina Bors, 2019. "The Importance of Image when Developing a Powerful Political Brand," Postmodern Openings, Editura Lumen, Department of Economics, vol. 10(3), pages 72-85, September.
    2. Pillai, Rajasshrie & Sivathanu, Brijesh & Dwivedi, Yogesh K., 2020. "Shopping intention at AI-powered automated retail stores (AIPARS)," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Mahmood Hayeemad & Mohamed Soliman Mohamed Soliman, 2024. "Modelling Halal Cosmetics Purchase Intention among Millennial Female Consumers," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 601-615, February.
    4. Gilboa, Shaked & Vilnai-Yavetz, Iris, 2010. "Four generations of mall visitors in Israel: A study of mall activities, visiting patterns, and products purchased," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 501-511.
    5. Sundström, Malin & Hjelm-Lidholm, Sara & Radon, Anita, 2019. "Clicking the boredom away – Exploring impulse fashion buying behavior online," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 150-156.
    6. Lansley, Guy & Longley, Paul, 2016. "Deriving age and gender from forenames for consumer analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 271-278.
    7. Javier F. de la Ballina & Isabel de la Ballina, 2019. "Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 153-170.
    8. Carsten D. Schultz & Björn Gorlas, 2023. "Magic mirror on the wall: Cross-buying at the point of sale," Electronic Commerce Research, Springer, vol. 23(3), pages 1677-1700, September.
    9. Lee, Jung Ick & Ren, Tianbao & Park, Jungkun, 2021. "Investigating travelers’ multi-impulse buying behavior in airport duty-free shopping for Chinese traveler: Intrinsic and extrinsic motivations," Journal of Air Transport Management, Elsevier, vol. 92(C).
    10. Rodríguez-López, María Eugenia & Higueras-Castillo, Elena & Rojas-Lamorena, Álvaro J. & Alcántara-Pilar, Juan Miguel, 2024. "The future of TV-shopping: predicting user purchase intention through an extended technology acceptance model," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    11. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    12. Manuel Alonso-Dos-Santos & Carmen Zarco & Sardar Mohammadi & Daniela Niño-Amézquita, 2024. "Sponsorship effectiveness on betting intention-unobserved segmentation," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    13. Chandan Parsad & Sanjeev Prashar & Vijay Sai Tata, 2017. "Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 44(4), pages 297-311, December.
    14. Tafesse, Wondwesen & Wood, Bronwyn P., 2021. "Followers' engagement with instagram influencers: The role of influencers’ content and engagement strategy," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    15. Joerß, Tom & Hoffmann, Stefan & Mai, Robert & Akbar, Payam, 2021. "Digitalization as solution to environmental problems? When users rely on augmented reality-recommendation agents," Journal of Business Research, Elsevier, vol. 128(C), pages 510-523.
    16. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    17. Maria Rodrigues & João F. Proença & Rita Macedo, 2023. "Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    18. Sebald, Anna Kathrin & Jacob, Frank, 2020. "What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations," European Management Journal, Elsevier, vol. 38(2), pages 319-334.
    19. Riané Dalziel, 2019. "Influence of celebrities and salespeople on female Generation Y students? attitudes towards beauty products," Proceedings of International Academic Conferences 9912337, International Institute of Social and Economic Sciences.
    20. Bilgihan, Anil & Leong, Aliana Man Wai & Okumus, Fevzi & Bai, Jingyi, 2024. "Proposing a metaverse engagement model for brand development," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    More about this item

    Keywords

    millennials; clothing consumption; focus-group; online shops; mall; second-hand;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:lum:rev3rl:v:10:y:2019:i:3:p:44-71. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Antonio Sandu (email available below). General contact details of provider: https://lumenpublishing.com/journals/index.php/po/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.