Abstract
Purpose - The purpose of this paper is to investigate fashion user-generated social stimulus (UGSS) in online shopping environments. Research questions regarding consumers' perceptions, experiences and potential shopping outcomes are addressed.Theoretical background - Environments can influence consumers' emotional states and shopping behaviour in the Stimulus-Organism-Response theory (Donovan and Rossiter, 1982). Online activities which involves engagement (Brodie et al., 2013) suggests factors in online environments can affect consumer experiences and their shopping behaviour online (Rose et al., 2012).Design/Methodology/Approach - A methodology using in-depth interviews with photo-elicitation techniques is proposed. The study seeks to explore female fashion consumers' perceptions of two forms of UGSS identified from the ASOS Fashion Finder website, and to understand consumers' stimulated experiences (Epstein et al., 2006) and shopping behaviour by the UGSS.Originality/Value - The study provides insight to UGSS and their effects on consumer experiences and shopping behaviour. With no previous research to date, the study makes important contributions to literature for future research.
| Original language | English |
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| Title of host publication | Marketing Dimensions: People, places and spaces |
| Place of Publication | Bournemouth Univeristy |
| Publisher | Academy of Marketing |
| Publication status | Published - Jul 2014 |
| Event | Academy of Marketing Conference 2014 - Bournemouth Univeristy Duration: 7 Jul 2014 → 10 Jul 2014 |
Conference
| Conference | Academy of Marketing Conference 2014 |
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| City | Bournemouth Univeristy |
| Period | 7/07/14 → 10/07/14 |