英语翻译Fashion consumer groups and online shopping at privatesale sitesijcs_1102 367..372Soyoung Kim and Briana MartinezDepartment of Textiles,Merchandising and Interiors,CollegeofFamilyand Consumer Sciences,UniversityofGeorgia,Athens,GA,USAAbst

英语翻译Fashion consumer groups and online shopping at privatesale sitesijcs_1102 367..372Soyoung Kim and Briana MartinezDepartment of Textiles,Merchandising and Interiors,CollegeofFamilyand Consumer Sciences,UniversityofGeorgia,Athens,GA,USAAbst
英语翻译
Fashion consumer groups and online shopping at privatesale sitesijcs_1102 367..372Soyoung Kim and Briana MartinezDepartment of Textiles,Merchandising and Interiors,CollegeofFamilyand Consumer Sciences,UniversityofGeorgia,Athens,GA,USAAbstract
With the increasing popularity of private sale sites,it has become more important to
understand those shoppers regularly visiting these sites.To date,no published studies have
reported on shoppers of private sale sites.The current study was designed to divide
shoppers of private sale sites into distinct fashion consumer groups based on their levels of
fashion leadership,and to examine their differences in shopping behaviours.Data were
collected from a convenience sample of 164 women aged 18 and older who were members
of at least one private sale site.The respondents were recruited mainly using a snowball
sampling technique,which relied on chain referrals to identify eligible participants.Factor
analysis results suggested that fashion leadership consisted of two dimensions:fashion
opinion leadership and fashion innovativeness.The respondents were divided into four
groups,named fashion followers,fashion opinion leaders,fashion innovators and innova-
tive communicators,based on their scores on the two dimensions of fashion leadership.In
order to compare characteristics of the four groups,a series of anova were conducted and
significant group differences were found in hedonic shopping,site visit frequency,and
purchase intention.The significantly higher levels of visit frequency and purchase intention
for innovative communicators indicate that this group represents a valuable market
segment for online private sale companies to target.Implications for future research and
limitations were also discussed.

英语翻译Fashion consumer groups and online shopping at privatesale sitesijcs_1102 367..372Soyoung Kim and Briana MartinezDepartment of Textiles,Merchandising and Interiors,CollegeofFamilyand Consumer Sciences,UniversityofGeorgia,Athens,GA,USAAbst
时尚的消费群体,在privatesale sitesijcs_1102 367.372soyoung基姆和布莱恩娜martinezdepartment纺织品网上购物,商品化和内饰,collegeoffamilyand消费者科学,universityofgeorgia,雅典,GA,usaabstract
随着民营销售网站的日益普及,它已成为更重要的
理解这些顾客定期访问这些网站.到目前为止,没有发表的研究
报道了私人销售网站购物.当前研究的目的是将
购物者私人销售网站为不同的时尚消费群体水平的基础上
时尚领导,并检查他们的购物行为的差异.数据
从一个方便的164名18岁以上的女性成员收集样本
至少一个私人买卖的网站.受访者招募主要使用一个雪球
采样技术,它依赖于链转介到确定的合资格参与者.因子
分析结果表明,时尚领导包括两个维度：时尚
意见领袖和时尚创新.受访者被分为四
组,命名为时尚的追随者,时尚的意见领袖,时尚的创新者和创新—
性传播者,基于对时尚领导的两个维度得分.在
为了比较的四组特征,一系列的方差分析进行
在享乐购物发现显著的组间差异fi斜面,站点的访问频率,和
购买意向.重要fi明显更高级别的访问频率和购买意向
创新的传播者表明,这组代表一个有价值的市场
网上私人出售公司目标段.未来的研究和影响
还讨论了限制.