Consumer Psychology and Behavior of Women of Different Ages in Online Clothing Consumption

Research Article
Open access

Consumer Psychology and Behavior of Women of Different Ages in Online Clothing Consumption

Yuhao Chen 1 , Yanjing Ma 2 , Yuanyi Xie 3 , Xueying Zhang 4*
  • 1 Kang Qiao International School East Campus, Suzhou, Jiangsu, 215000, China    
  • 2 Department of Communication, University of California, Davis, California, 95618, United States    
  • 3 Bussiness English, Guangdong Polytechnic Normal University, Guangzhou, Guangdong, 510450, China    
  • 4 Department of Media, Journalismand Digital Cultures, Universty of Toronto, Scarborough, Ontario M1C 1A4, Canada    
  • *corresponding author vickyzzz.zhang@mail.utoronto.ca
LNEP Vol.6
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-37-9
ISBN (Online): 978-1-915371-38-6

Abstract

By analyzing the customer's product evaluation (n=1,173) of women's clothing orders on an online shopping platform, this paper studies the preferences of women of different age groups (younger group aged 20-40 years and elder group aged 60-80 years) for different types of clothing purchasing behaviors. The hypothesis considered in our study is for younger group, they are more inclined to buy fashionable and good-looking clothes. For the elderly, they pay more attention to the comfort when measuring a piece of clothing. We test this hypothesis at two levels: We conduct a textual analysis of 1,173 data from LIWC's custom dictionary on the two most obvious characteristics of clothes, the appearance and comfort of clothes. And conduct custom dictionary analysis on the dressing scenes of different groups. Our results show that age is negatively related to the emphasis placed on clothing choices, with the older group placing even more importance on the appearance of clothing than the younger group. It could also be explained that the older group would choose clothes that look prettier rather than those that are comfortable to wear, since they would be involved in more special occasions instead of comfortable clothing for casual scenes. This paper will also discuss the relationship between the purchasing behavior of women of different ages and consumer psychology, aiming to find the change of the consumption pattern of women of specific age groups on the online shopping platform. The study provides meaningful insights on e-commerce, consumer behavior, fashion industry.

Keywords:

Fashion industry, E-commerce, Women clothes

Chen,Y.;Ma,Y.;Xie,Y.;Zhang,X. (2023). Consumer Psychology and Behavior of Women of Different Ages in Online Clothing Consumption. Lecture Notes in Education Psychology and Public Media,6,853-859.
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References

[1]. Saha, S. K., Duarte, P., Silva, S. C., & Zhuang, G. The role of online experience in the relationship between service convenience and future purchase intentions, UCP,2022, DOI: https://ciencia.ucp.pt/en/publications/the-role-of-online-experience-in-the-relation ship-between-service

[2]. Al-Hattami, H. M. Determinants of intention to continue usage of online shopping under a pandemic: Covid-19. Taylor & Francis.2021, DOI: https://www.tandfonline.com/doi/full/10.1080/23311975.2021.1936368

[3]. Sornapudi, S. D., & Srivastava, M. Instagram influence on clothing purchases. 2021, DOI: https://www.researchgate.net/publication/350654326_Instagram_Influence_on_C lothing_Purchases_-An_Eye-opener

[4]. Sebastianelli, R., Tamimi, N., & Rajan, M. Perceived quality of online shopping: Does gender make a difference? Taylor & Francis. 2008, DOI: https://www.tandfonline.com/doi/full/10.1080/15332860802507164?casa_token=4q3zE7tnFbQAAAAA%3AwH80fg4TFWDw-

[5]. Hu, Z. Innovative Research on the integration of traditional Han clothing accessories into women's clothing brand design from the perspective of consumer psychology. Psychiatria Danubina, 2022. DOI: https://hrcak.srce.hr/clanak/401261

[6]. Tractionbeauty. Why do women wear dresses? - the history of women's clothing, 2022 https://www.tractionbeauty.com/why-do-women-wear-dresses-the-history-of-wo mens-clothing/

[7]. Reddy, D. S. Relationship between body image and clothing perceptions : Among women aged 1855 years in the UK: Semantic scholar. Relationship between body image and clothing perceptions : Among women aged 1855 years in the UK | Semantic Scholar, 2013.

[8]. GnarlyClothing. Why we love T-shirts, 2021. DOI: https://gnarly.clothing/blogs/post/why-we-love-t-shirts

[9]. Guy, A. & Banim, M. Personal Collections: Women's clothing use and identity, Journal of Gender Studies,2000, 9:3, 313-327, DOI: 10.1080/713678000

[10]. Borland, H. & Akram, S., "Age is no barrier to wanting to look good: women on body image, age and advertising", Qualitative Market Research, 2007, Vol. 10 No. 3, pp. 310-333. DOI: https://doi.org/10.1108/13522750710754335

Cite this article

Chen,Y.;Ma,Y.;Xie,Y.;Zhang,X. (2023). Consumer Psychology and Behavior of Women of Different Ages in Online Clothing Consumption. Lecture Notes in Education Psychology and Public Media,6,853-859.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 5

ISBN：978-1-915371-37-9(Print) / 978-1-915371-38-6(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.6
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. Saha, S. K., Duarte, P., Silva, S. C., & Zhuang, G. The role of online experience in the relationship between service convenience and future purchase intentions, UCP,2022, DOI: https://ciencia.ucp.pt/en/publications/the-role-of-online-experience-in-the-relation ship-between-service

[2]. Al-Hattami, H. M. Determinants of intention to continue usage of online shopping under a pandemic: Covid-19. Taylor & Francis.2021, DOI: https://www.tandfonline.com/doi/full/10.1080/23311975.2021.1936368

[3]. Sornapudi, S. D., & Srivastava, M. Instagram influence on clothing purchases. 2021, DOI: https://www.researchgate.net/publication/350654326_Instagram_Influence_on_C lothing_Purchases_-An_Eye-opener

[4]. Sebastianelli, R., Tamimi, N., & Rajan, M. Perceived quality of online shopping: Does gender make a difference? Taylor & Francis. 2008, DOI: https://www.tandfonline.com/doi/full/10.1080/15332860802507164?casa_token=4q3zE7tnFbQAAAAA%3AwH80fg4TFWDw-

[5]. Hu, Z. Innovative Research on the integration of traditional Han clothing accessories into women's clothing brand design from the perspective of consumer psychology. Psychiatria Danubina, 2022. DOI: https://hrcak.srce.hr/clanak/401261

[6]. Tractionbeauty. Why do women wear dresses? - the history of women's clothing, 2022 https://www.tractionbeauty.com/why-do-women-wear-dresses-the-history-of-wo mens-clothing/

[7]. Reddy, D. S. Relationship between body image and clothing perceptions : Among women aged 1855 years in the UK: Semantic scholar. Relationship between body image and clothing perceptions : Among women aged 1855 years in the UK | Semantic Scholar, 2013.

[8]. GnarlyClothing. Why we love T-shirts, 2021. DOI: https://gnarly.clothing/blogs/post/why-we-love-t-shirts

[9]. Guy, A. & Banim, M. Personal Collections: Women's clothing use and identity, Journal of Gender Studies,2000, 9:3, 313-327, DOI: 10.1080/713678000

[10]. Borland, H. & Akram, S., "Age is no barrier to wanting to look good: women on body image, age and advertising", Qualitative Market Research, 2007, Vol. 10 No. 3, pp. 310-333. DOI: https://doi.org/10.1108/13522750710754335

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