Analysis and Conceptualisation of Plus Size Fashion Online Shopping Motivations

Abstract

In 2010, the UK plus size fashion market is worth £5.2 billion, 35% of which accounted for by the UK plus size fashion online market which has been estimated to be worth £1.8 billion. This research investigates plus size fashion online shopping motivations variables and uses primary quantitative data and statistical data analysis techniques to analyse and conceptualise the resulting scale framework of plus size fashion online shopping motivations. The objectives of this research are: to examine and review existing relevant academic literature; to review and reveal the most appropriate research design; to identify research hypotheses; to produce data; to analyse and evaluate plus size fashion online shopping motivations; and to conceptualise and interpret a scale item framework of plus size fashion online shopping motivations. This research accepts the pragmatic ontological perspective and realist epistemological standpoint whereby reality is 'real' but is difficult to scientifically uncover its entirety. It accepts that the data collected via a positivist methodology can be considered mostly true and as objective as the limitations of research allow. An online questionnaire sent to a quota sample of 100,000 consumers of a plus size fashion online retailer resulted in 502 respondents.Analysis, conceptualisation and interpretation of the resulting scale framework of plus size fashion online shopping motivations reveals that there are nine plus size fashion online shopping motivation factors. Plus size fashion online consumers have distinct and specific plus size fashion online shopping motivations and measures that are predominantly influenced by accessing a selection of fashion products, fashion and the hedonic value of shopping for fashion, and less so influenced by utilitarian values. A selection of fashion products in their size is the strongest plus size fashion online shopping motivation and is a reflection of the relatively lacking plus size offering on the High Street. Privacy was extracted and interpreted as a specific factor but was not deemed a key plus size fashion online shopping motivation. This academically rigorous and verified understanding of plus size fashion online shopping motivations is imperative both in terms of the gap it fills in academic knowledge and implications to plus size fashion online retailers.

Date of Award	1 Aug 2011
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Delia Vazquez (Supervisor)