• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.327-339
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• 2017

A consumer is an individual entity with various motivations. This study is intended to incorporate a hierarchical structure of motivation to understand self-determined motivation for purchasing secondhand merchandise at thrift stores. A conceptual model adopted from Cadwallader et al. (2010)'s comprehensive model of motivation used in a marketing context was developed to investigate motivational process in secondhand merchandise shopping. The conceptual model includes the three levels of motivational structure-the global, contextual (environmental concern and frugality), and situational motivation. A series of the causal relationships among the three levels of self-determined motivations and buying intention to shop at thrift stores were hypothesized. A total of 219 respondents from two different northeastern state universities in the U.S. completed a self-administered survey. The results indicated that secondhand merchandise shopping is well explained in the hierarchical structure of self-determined motivation where the global motivation had a positive impact on the contextual motivations regarding environmental concern and frugality. Of the two contextual motivations, only environmental concern had a positive impact on situational motivation for shopping at thrift stores. Finally, the situational motivation positively influenced the intention to shop at thrift stores. The results of this model suggest that the hierarchical structure of self-determined motivation would be a very useful framework to understand consumer behavior for apparel shopping. Also, further research can be done to identify other contextual motivational factors to understand consumer motivation for shopping at thrift stores.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.119-131
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• 2016

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers' buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., "50% Off Sale," "New Arrivals," "Helping Others") on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message "Helping Others" negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores' managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1023-1033
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• 2008

The purpose of this study was to segment home-shopper market by using the demographic characteristics. This study enables a better unders landing of home-shoppers and improving the strategy of marketing. The specific objects of this study are as follow: First, it was to exam market segmentations by demographic factors using mixture model. Second, it was to exam shopping orientations of fashion merchandise according to segmentation groups. The data was collected from 637 subjects who had used the home shopping more than one time in a year. The data was analysised through frequencies, factor analysis, ANOVA, Duncan's mutiple range tests with SPSS 12.0 and Mixture model. The results of data are as follows: 1. The result of market segmentation as demographic factor using Mixture model was extracted to 4 market segments called 20's/ unmarried stage, 30's/ children bearing & rearing stage, 40's/ families with children's education stage, 50's/ aging stage. 2. Shopping orientations were extracted to 5 factors called a pleasure oriented, convenience oriented, off-line oriented, human oriented, thrift oriented.