Information & Leadership: Effect on consumer purchasing habits
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Transcript of Information & Leadership: Effect on consumer purchasing habits
INFORMATION & LEADERSHIP:
EFFECT ON CONSUMER
PURCHASING HABITS
MARK 302JMSB
DESGAGNÉ CYNTHIA
F.-FERNANDESMARCUS
NGUYENPAUL
TOUBIANRONA
ZHUBOLIN
RESEARCH PROBLEMS
INFORMATION OVERLOAD IN THE CONTEXT OF APPAREL, EFFECTS ON CONFIDENCE, SHOPPERS ORIENTATION AND LEADERSHIP
(JULIE V. STANTON AND DIANE M.
PAOLO 2012)
HYPOTHESES
Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of
information overload.
H1
Higher perceptions of information overload will be correlated with negative or utilitarian shopping
orientations while lower perceptions of overload will be correlated with more positive shopping orientations.
H2
More exposure to fashion information will increase clothing purchasing.
H3
Being a trendsetter or a follower in a social group will affect their apparel purchases positively.
H4
HYPOTHESES
MODELS
PERCEPTION OF INFORMATION
CONFIDENCESHOPPING
ORIENTATIONS
HYPOTHESIS 1 HYPOTHESIS 2
MODELS
EXPOSURE SOCIAL STANDING
APPAREL PURCHASE
HYPOTHESIS 3 HYPOTHESIS 4
LITERATU
RE R
EVIE
WM
ETH
OD
OLO
GY
&
Purchase decision process leads to:
• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase
• Post-purchase evaluation
LITER
ATU
RE R
EV
IEWINFORMAT ION EXPOSURE AND APPAREL PURCHAS ING
INFORMAT ION EXPOSURE AND APPAREL PURCHAS ING
Type of techniques to inform shoppers:
• More visual and verbal information
• Attitudes and purchase intentions
More positive
• Bigger images leads to higher purchase
intentions
• Smaller images leads to lower purchase
intentionsLITER
ATU
RE R
EV
IEW
TRENDSETTER VS . FOLLOWERS APPAREL PURCHASES
Trendsetters according to Summers:
• Higher income
• Higher education
• Social involvement
• Media influence
• Higher budget allocated to apparel
LITER
ATU
RE R
EV
IEW
• Buy at different locations
• Impulsive
• Budget allocation
• Different online shopping habits
LITER
ATU
RE R
EV
IEW
TRENDSETTER VS . FOLLOWERS APPAREL PURCHASES
OVERALL
Trendsetters:
• Interest in fashion
• Impulsive buying behavior
• Buy trendy apparel to be “up-to-date”
• Buy at specialty stores or department stores
Followers:
• No interest in fashion
• Follows budget
• Buy apparel to “fit in”
• Buy at discount stores
LITER
ATU
RE R
EV
IEW
COLLECTION OF PRIMARY AND SECONDARY DATA
GOALS:
• Rep l i ca te a s tudy
• Create two new re la ted hypo theses in
o rde r to compare fi nd ings and add to
p rev ious research
SECONDARY DATA :
D a t a b a s e s
PR IMARY :
S u r v e y Q u a n t i t a t i v e D a t a
METH
OD
OLO
GY
S A M P L I N G
• Conven ience
• No Spec ifi c Emphas i s On Gender
• Samp le s i ze : 50 S tudents
METH
OD
OLO
GY
Participants
18-20 21-2324-2627+
INTERPRETATION&DATA ANALYSIS
s h o p p i n g c o n fi d e n c e
1
s h o p p i n g o r i e n t a t i o n
3
S E V E N F A C T O R S
p e r c e p t i o n o f i n f o r m a t i o n2
e x p o s u r e t o i n f o r m a t i o n 4
p u r c h a s i n g h a b i t s
5
s o c i a l s t a n d i n g 6
a p p a r e l p u r c h a s e
7
s h o p p i n g c o n fi d e n c e
1
p e r c e p t i o n o f i n f o r m a t i o n2
Sample Question:
(Q1C): I feel more ____ when I inform myself on
apparel.
Sample Question:
(Q2B): There are so many places to find out fashion trends
that it makes me overwhelmed.
s h o p p i n g o r i e n t a t i o n
3
e x p o s u r e t o i n f o r m a t i o n 4
Sample question:
(Q3F): Shopping itself is an enjoyable activity regardless of
whether I buy something or not.
Sample question:
(Q4E): I constantly see apparel
advertisement.
p u r c h a s i n g h a b i t s
5
s o c i a l s t a n d i n g 6
Sample question:
(Q5B): I buy what I see in
ads.Sample question:
(Q6C): If you and your friends were to discuss fashion, what role
would you be most likely to play?
(Q6H): I do not want to be the first person to be wearing something
unusual.
ap
pa
re
l p
ur
ch
as
e7
Sample question:
(Q7): I get ideas from what the people are wearing and I
will look for something similar.
*data generated from SPSS*
Model B Std. Deviation Beta t Sig.
PerceptionOf
Information 0.011 0.048 0.033 0.228 0.821
FIGURE 1.A COEFFICIENTSA HYPOTHESIS 1
H1
“Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of
information overload.”
Shopping Confidence
Perception Of Information
Person Correlation 0.033
Sig. (Two-tailed) 0.821
FIGURE 1.C CORRELATIONS HYPOTHESIS 1
H1
“Consumer confidence regarding apparel purchases will be adversely affected by consumer perceptions of
information overload.”
*data generated from SPSS*
Model B Std. Deviation Beta t Sig.
PerceptionOf
Information -0.001 0.100 -0.002 -0.011 0.991
FIGURE 2.A COEFFICIENTSA HYPOTHESIS 2
H2
“Higher perceptions of information overload will be correlated with negative or utilitarian shopping
orientations while lower perceptions of overload will be correlated with more
positive shopping orientations.”
*data generated from SPSS*
Perception Of Information
Shopping Orientations
Person Correlation -0.002
Sig. (Two-tailed) 0.991
FIGURE 2.C CORRELATIONS HYPOTHESIS 2
H2
“Higher perceptions of information overload will be correlated with negative or utilitarian shopping
orientations while lower perceptions of overload will be correlated with more
positive shopping orientations.”
*data generated from SPSS*
H3“More exposure to fashion
information will increase clothing purchasing.”
Model B Std. Deviation Beta t Sig.
ExposureTo
Information -0.077 0.100 -0.065 -0.169 0.241
FIGURE 3.A COEFFICIENTSA HYPOTHESIS 3
*data generated from SPSS*
Purchasing Habits
Exposure to Information
Person Correlation -0.169
Sig. (Two-tailed) 0.241
FIGURE 3.C CORRELATIONS HYPOTHESIS 3
H3“More exposure to fashion
information will increase clothing purchasing.”
*data generated from SPSS*
H4“Being a trendsetter or a follower in a social group will affect their apparel
purchases positively.”
Model B Std. Deviation Beta t Sig.
Social Standings 0.302 0.065 0.554 4.616 0.000
FIGURE 4.A COEFFICIENTSA HYPOTHESIS 4
*data generated from SPSS*
Apparel Purchase
Social Standings Person Correlation 0.554
Sig. (Two-tailed) 0.000
FIGURE 4.C CORRELATIONS HYPOTHESIS 4
H4“Being a trendsetter or a follower in a social group will affect their apparel
purchases positively.”
*data generated from SPSS*
FIGURE 4.B CORRELATIONS HYPOTHESIS 4 Model R Square
1 0.307
H4“Being a trendsetter or a follower in a social group will affect their apparel
purchases positively.”
*data generated from SPSS*
LIMITATIONS
SA
MP
LE
SI Z
ES
UR
VE
Y &
TI M
E
TY
PE O
F D
ATA
CO
LLEC
TIO
N M
ETH
OD
LIMITATIONS
AGE: 18-27
PARTICIPANTS: Only students attending JMSB
GENDER: Not specific
Cannot represent the population as a whole
SA
MP
LE
SI Z
E
PARTICIPANTS COMPLETED SURVEYS RAPIDLY
DESIGN FLAW: Lack Of A Positive Or
Negative End Of Scale
DISCREPANCY WITH SPSS
QUANTITATIVE DATA ONLY
LIMITATIONS SU
RV
EY
& T
I ME
LACK OF OBSERVATIONAL AND EXPERIMENTAL DATA COLLECTION METHODS
RESPONSE BIAS
HYPOTHESIS TESTED: General
Failed to go in depth to focus on a specific topic within the hypothesis
LIMITATIONS
TY
PE O
F D
ATA
CO
LLEC
TIO
N M
ETH
OD
CONCLUSION
• Replicated hypotheses did not yield the same results• Sample size is not representative• Marketers must go big or go home
• An overload of information makes consumers less inclined to purchase
?COMMENTS
QUESTIONS
THANK YOU!