Customer Channel Choice Preference in the Fashion Industry: A Pre and Post-COVID-19 Analysis (76248)

Session Information:

Thursday, 23 November 2023 16:15
Session: Undergraduate Poster Session (AURS)
Room: Room 701
Presentation Type: Poster Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

The purpose of this study is to discover customers' channel choice preferences between traditional and Internet stores in the fashion industry based on consumer satisfaction, and changes in these preferences before before and after the COVID-19 pandemic. Four hypotheses were developed based on literature survey. H1: Consumers who care about the quality of fashion items prefer to interact with store clerks, H2: Customers who care about the quality of fashion items expect more advice from store clerks, H3: Customers who seek advice prefer to interact with store clerks, and H4: Customers who prefer to interact with store clerks are more likely to purchase fashion items in traditional stores are more likely to purchase fashion items at conventional stores have been established, explaining why customers choose conventional stores for their clothing purchases. Based on the four hypotheses, this study administered online questionnaires with Google Forms to college students twice, once during the COVID-19 pandemic and once after the COVID-19 pandemic. The results showed a change in their preferences. During the corona COVID-19 pandemic, there was no causal relationship between interest in product quality and the decision to purchase in a physical store. However, after the pandemic, a causal relationship was found between interest in product quality and the choice to purchase in a physical store. Furthermore, the results showed that those who preferred and enjoyed interacting with store clerks went to conventional stores.

Authors:
Anzu Tsugahara, Meiji Gakuin University, Japan


About the Presenter(s)
Ms Anzu Tsugahara is a University Undergraduate Student at Meiji Gakuin University in Japan

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00