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Black Generation Y Consumers' Motivations when Purchasing Apparel Online: A Gender Perspective.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Black Generation Y Consumers' Motivations when Purchasing Apparel Online: A Gender Perspective./
作者:	Banda, Tatenda.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
面頁冊數:	193 p.
附註:	Source: Masters Abstracts International, Volume: 83-07.
Contained By:	Masters Abstracts International83-07.
標題:	Gender differences. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28935401
ISBN:	9798762147026

Black Generation Y Consumers' Motivations when Purchasing Apparel Online: A Gender Perspective.
Banda, Tatenda.

Black Generation Y Consumers' Motivations when Purchasing Apparel Online: A Gender Perspective. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 193 p.

Source: Masters Abstracts International, Volume: 83-07.

Thesis (M.Com.)--University of Johannesburg (South Africa), 2021.

This item must not be sold to any third party vendors.

The South African apparel industry has grown rapidly with the total market value exceeding R180bn (Businesswire, 2019). Leading retailers across various channels within South Africa's retailing market are adopting multichannel approaches in an effort to supplement their retail stores (Deloitte, 2015:5). The growing number of internet retailers focused on diverse, fast-moving consumer goods indicates the growing significance of this channel (Flanders, 2016:6), specifically amongst the Generation Y generational cohort, between 19-36 years of age (Broize, 2015:4). In addition, gender is a predominant variable in marketing segmentation, and numerous studies frequently indicate the diverse responses from males and females in making use of the internet for online shopping (Chan, Cheung, Shi & Lee, 2015:187). Hence the purpose of this study was to explore the gender differences in black Generation Y consumers' online shopping motivations as well as in their perceived risk of buying apparel online.Since this study deals with consumer decision making and the factors that influence or inhibit purchase intentions from an online perspective, it used the consumer behaviour theory of Engel, Kollat and Blackwell Model (EKB model) as basis. In addition, the factors influencing consumer behaviour in terms of motivations (convenience, shopping time, delivery time, online service and cost) and risks (performance, financial and privacy risk) were considered. The study followed a quantitative, descriptive research design with data collected via self-administered questionnaires distributed via quota sampling to Black Generation Y purchasers of apparel online in Gauteng. 391 questionnaires were useable for the statistical analysis which included: factor analysis (exploratory) and multiple regression analysis. The study revealed that privacy risk makes the highest contribution to online purchase intentions for black Generation Y females when purchasing apparel online, whilst shopping time makes the highest contribution to online purchase intentions for black Generation Y males when purchasing apparel online.The significance of the study is that it makes a contribution to the literature on the subject area of generational and cultural aspects. Secondly, the study revealed the factors that motivate female and male respondents as well as those that prevent them from shopping online. Practically, Online retailers should note that the majority of the South African population do not have access to computers and laptops, but most have access to smartphones (Holmes, 2014). Hence, there is need for retailers to offer consumers a seamless experience, for example, retailers can create a mobile app that allows consumers to browse and compare products, as well as offer digital in-store tools, such as interactive catalogues and price-checkers. By utilizing the provided recommendations in this study, online retailers can improve their marketing campaigns and level of engagement with male and female consumers which could drive further online sales.

ISBN: 9798762147026Subjects--Topical Terms:

3548331
Gender differences.

Black Generation Y Consumers' Motivations when Purchasing Apparel Online: A Gender Perspective.
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