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The purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.

Data were collected from 352 university students and analysed using structural equation modelling.

Empirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.

Data for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.

An important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.

The paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.

This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.

While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.

Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.

Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.

The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.

Despite the potential of virtual fitting rooms (VFRs) to enhance the consumer experience, their adoption is in the preliminary stages. Little is known about inherent reasons why consumers would adopt VFRs. As consumers' attributional processes can be influenced by their enduring chronic traits, this study aims to investigate the influence of chronic regulatory focus on consumers' VFR adoptions via consumers' perceptions of value provided by VFRs. Additionally, the mediating effects of perceived functional and experiential values were examined. Further, the moderating effect of prior VFR experience was tested to allow for variations in consumer experiences.

Data were collected via an online survey of 480 consumers who have at least heard of VFRs via convenience sampling. Established measures were utilized to develop the survey questionnaire. Data were analysed using structural equation modelling to test the main model with mediation effects as well as multi-group comparisons to test the moderating effect.

Empirical results revealed that respective chronic regulatory foci, as preconceived factors that drive consumers' differences in processing, exerted significant influences on consumers' perceptions of VFRs, which, in turn, positively influenced their adoption intention. Also, perceived values mediated the relationship between regulatory foci and consumers' adoption intention. Further, prior VFR experience moderated the relationship between regulatory focus and perceived value.

The paper empirically tested the importance of chronic regulatory foci in understanding consumers' cognitive and affective attributional processes, explaining inherent psychological reasons why consumers would (not) adopt VFRs.

The purpose of this study is to determine the influence of technology visibility and subsequent perceptions of VFRs on consumers' intention to adopt VFRs in the online shopping context. A cross-cultural comparison was conducted to examine the different relationships among technology visibility, consumer perceptions and adoption intentions between the Chinese and Korean consumers.

Data were collected from 306 Chinese and 324 Korean consumers. The data were empirically analysed using structural equation modelling as well as multi-group comparisons.

Empirical results suggest significant influence of technology visibility on consumers' experiential and functional perceptions towards VFRs and accordingly on their adoption intention towards VFRs. Significant differences were also revealed between the Chinese and Korean consumers in their adoption behaviours towards VFRs.

The comparison was only conducted between the Chinese and Korean consumers. If two countries from two dramatically different cultures were compared, the results might be more significant.

An important implication is that enhancement of visibility is crucial for technology adoption considering its importance in shaping consumers' perceptions towards the technology.

The paper empirically tested the importance of technology visibility in consumers' new technology adoption in the VFR context from a cross-cultural perspective.

The COVID-19 pandemic has brought dramatic life changes to consumers. From the perspective of fashion shopping, this study aims to provide an understanding of how consumers have coped with the pandemic to maintain their physical and mental well-being.

Utilizing an observational research method, this study extracted and analyzed text data from Twitter, focusing on fashion consumption-related tweets posted by consumers in May 2020. Content analysis was employed to reveal consumers' coping strategies during the pandemic.

Through fashion shopping, consumers have employed various strategies to cope with the problems incurred during the pandemic as well as the associated emotional stress. Specifically, problem-focused strategies included both active coping and restraint coping. Emotion-focused strategies included positive reinterpretation, acceptance, mental disengagement and seeking social support.

Theoretically, this study provides empirical evidence for the Coping Orientation to Problems Experienced (COPE) Inventory in the context of using fashion shopping as a venue to cope with a pandemic. Managerial implications are also provided for the fashion industry as well as human service providers to better prepare for future public health crises.

The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.

A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.

The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.

Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.

The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.

The aim of this study is to determine, using the Theory of Reasoned Action (TRA), affluent female consumers' purchase intention of a controversial luxury product, apparel made with American alligator leather.

Influence variables evaluated in the model included: attitude toward performing the behavior (purchasing alligator leather apparel); subjective norm, involvement (fashion involvement); controversy perception (social acceptance and endangerment status of the American alligator); price perception (price‐quality schema and prestige sensitivity); personality traits (self‐confidence and self‐consciousness); and demographics. A mail survey of 1,200 affluent female consumers residing in eight US metropolitan statistical areas defined as fashion centers was conducted.

A total of 430 usable surveys were returned for a 36 percent response rate. The general linear model regression analysis revealed that attitude toward performing the behavior, subjective norm, controversy perception (social acceptance), and fashion involvement were significant predictors of purchase intention.

The model was effective in predicting affluent females' purchase intention for a controversial luxury apparel product, and results suggest the TRA could be used to predict purchase intention of other luxury products considered controversial. Producers and retailers of controversial luxury apparel products or interested researchers could use the model in their exploration of consumer attitudes and behavioral intentions. Luxury exotic leather producers and retailers could use the results as they develop merchandising and promotions campaigns for their product lines.

The theory could be used to predict purchase intention of other controversial and/or luxury fashion merchandise. Information about affluent female consumers' knowledge, perceptions, and purchase intention of American alligator leather apparel is provided, thus expanding the current limited literature.

This research attempts to expand the understanding of the nature of tourist shopping behavior. More specifically, this study aims to explore the influences of the components of planned behavior, impulsive behavior, and experiential consumption on tourists' intentions to shop/purchase in the tourism context.

This conceptual study reviews and investigates the major current research in the areas of planned behavior, impulse purchase, experiential consumption, as well as tourism shopping behavior/experience. By reviewing and assessing important relevant concepts, this study proposes a conceptual framework of tourist shopping behavior.

Based on the extensive review and discussion of the related literature, this study proposes that tourist shopping intention and actual purchase behavior are influenced by various indicators, including planned behavior, impulsive behavior, and experiential consumption factors. In other words, tourist shopping behavior is a mixture of planned, impulsive, and experiential consumption behavior.

The study of tourism shopping is still limited and in an exploratory stage. The resulting theoretical framework of this study is an inclusive overarching structure systematically explaining the nature of tourist shopping behavior from the perspectives of planned behavior, impulsive buying, and experiential consumption. This study is expected to provide better information and understanding of the factors influencing tourist shopping behavior, which, in turn, will lead to improved planning, marketing and management of sales, expenditures and opportunities in the tourism and retail industries.

This study aims to investigate young consumers' compulsive buying tendency from the perspective of psychological motivation. Specifically, this research aims to study the influence of public self‐consciousness and materialism on young consumers' compulsive buying.

A self‐administered survey was distributed to a class at a Mid‐Western university. LISREL 8.7 was employed to assess the validity and reliability of the constructs by using confirmatory factor analyses and to test the hypotheses by using structural equation modeling.

Materialism was found to have a strong, significant and direct influence on young consumers' compulsive buying tendency. Public self‐consciousness was strongly related to young consumers' compulsive buying tendency. However the influence of public self‐consciousness on compulsive buying tendency was mediated by materialism.

This paper contributes to the literature on young consumers' compulsive buying. Not only is the influence of materialism confirmed, but this study also provides an insight into the motivation behind compulsive buying by investigating the relationship between public self‐consciousness and compulsive buying.

The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty.

A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses.

From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty.

Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness.

This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.