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Determinants of consumer attitudes and re‑purchase intentions toward direct‑to‑consumer (DTC) brands
Naeun Lauren Kim,Daeun Chloe Shin,김귀아 한국의류학회 2021 Fashion and Textiles Vol.8 No.1
In the fashion and retail industry, a group of startups, referred to as Direct-to-Consumer (DTC) brands, are proliferating. DTC brands are defined as e-commerce brands that sell directly to consumers, without retailer ‘middlemen’ like department stores. They typically begin as a purely online business, fully leveraging digital channels for marketing and selling. Given the limited research on the topic, this paper aims to identify determinants of consumers’ attitudes and re-purchase intentions toward DTC brands. The initial qualitative phase of in-depth interviews with frequent DTC shoppers, resulted in the identification of eight determinants. The subsequent quantitative analysis with 210 US DTC shoppers confirmed that co-creation, cost-effectiveness, website attractiveness, brand uniqueness, social media engagement, and innovativeness of DTC brands significantly influence consumers’ attitudes while cost-effectiveness (indirectly), brand uniqueness, social media engagement, and brand innovativeness affect consumers re-purchase intentions. The findings offer insights for aspiring entrepreneurs and incumbent retailers on strengthening their value propositions. In the fashion and retail industry, a group of startups, referred to as Direct-to-Consumer (DTC) brands, are proliferating. DTC brands are defined as e-commerce brands that sell directly to consumers, without retailer ‘middlemen’ like department stores. They typically begin as a purely online business, fully leveraging digital channels for marketing and selling. Given the limited research on the topic, this paper aims to identify determinants of consumers’ attitudes and re-purchase intentions toward DTC brands. The initial qualitative phase of in-depth interviews with frequent DTC shoppers, resulted in the identification of eight determinants. The subsequent quantitative analysis with 210 US DTC shoppers confirmed that co-creation, cost-effectiveness, website attractiveness , brand uniqueness, social media engagement, and innovativeness of DTC brands significantly influence consumers’ attitudes while cost-effectiveness (indirectly), brand uniqueness , social media engagement, and brand innovativeness affect consumers re-purchase intentions. The findings offer insights for aspiring entrepreneurs and incumbent retailers on strengthening their value propositions.
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Park Jinsu,Kim Naeun (Lauren) 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.1
The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by exploring how appearance similarity with an avatar affects virtual product purchase intention, which is mediated by self-congruence and flow. Further, this study also attempted to find how human behavior in the virtual world could affect behavior in the real world. An online survey was administered to a total of 164 users of a popular South Korean metaverse platform ZEPETO. The findings indicated that the appearance similarity with the avatar influenced virtual product purchase intention, and this relationship was fully mediated by avatar-self congruence and flow. This study also found that virtual product purchase intention could influence real product purchase intention. Based on these findings, it is suggested high-quality avatar customization is critical for users, and retail brands can utilize metaverse as a new marketing tool and as a testbed for new products.
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