Virtual technology and online apparel shopping : perceptions and behaviors of female baby boomers
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Youngji Lee (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
- Advisor
- Nancy Hodges
Abstract: The purpose of this dissertation was to understand female baby boomers’ perceptions of and experiences with apparel shopping using virtual technology in the online context. The three objectives of this study were: (1) to examine age-related needs and expectations of female baby boomers as older apparel consumers, (2) to investigate how these needs and expectations can be addressed in the online context, and specifically through virtual technology, and (3) to explore how virtual technology can enhance the overall online shopping experience for this group of consumers. Most studies on virtual technology in the consumption context examine younger consumers, such as college students. Therefore, this dissertation fills a gap in the academic literature regarding apparel and technology consumption behaviors among older consumers. A phenomenological approach to qualitative research was used to address the purpose of this study. Data collection methods included interviews, online observation, personal journals, and focus groups. A total of 20 in-depth interviews were conducted with female baby boomers (born between 1955 and 1964) who had purchased apparel online within the prior three months. A total of eight participants' active social media accounts were used for online observation. After the interviews, participants were divided into two groups. One group completed personal journals and the other participated in focus group interviews. Both groups were asked to consider how virtual technology could be used in the online apparel shopping context. Data were analyzed for similarities and differences to identify categories of meaning in and across the data. Three emergent themes were used to structure the interpretation: Apparel and Aging, The Online Experience, and Filling the Void Through Virtual Technology. The theoretical significance of the interpretation was then considered in relation to literature on the topic and through the lens of social cognitive theory. Findings indicate that female baby boomers exhibit distinctive apparel and technology consumption behaviors due to not only age-related changes but also to certain cohort characteristics. As older women, participants have experienced various age-related changes (physical, psychological, social changes), which, in turn, have impacted their needs and preferences when shopping for apparel online. These age-related needs and expectations could be addressed in the online context, and specifically with the use of virtual technology. Findings of this study reveal how participants perceive the value of virtual technology for addressing the drawbacks of purchasing apparel online, especially as older consumers and members of the baby boomer cohort. Consequently, this study further highlights the potential for virtual technology to enhance consumers’ online shopping experiences as they age. Baby boomers have been identified as the "new older consumer" due to their cohort characteristics, such as healthy bodies, familiarity with technology, focus on hedonic value, and rebellion against convention. As a group, they are more likely to use technology for shopping than previous generations of older consumers due to their experiences with the emergence of technological innovations, such as the personal computer and the Internet. As this dissertation found, female baby boomers are active online shoppers. Because virtual technology has the potential to address some of their biggest issues with online apparel shopping, including unpredictable fit and inconsistent sizing, they are willing and eager to use this new technology. This dissertation suggests that implementing virtual technology is a worthy investment, and one with great potential for making online apparel shopping more convenient, accessible, and fun for this important segment of consumers.
Virtual technology and online apparel shopping : perceptions and behaviors of female baby boomers
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Created on 5/1/2023
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Additional Information
- Publication
- Dissertation
- Language: English
- Date: 2023
- Keywords
- Aging, Baby Boomer, Online Apparel Shopping, Virtual Technology
- Subjects
- Baby boom generation $x Attitudes
- Older women $x Clothing
- Teleshopping