Literature Reviews on Diversity in Fashion and Beauty

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• Published: 18 September 2018

Modeling consumers' intention to utilise style and beauty subscription-based online services (SOS)

Fashion and Textiles volume five, Commodity number:22 (2018) Cite this article

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Abstruse

This study examined 1 of the new consumption styles of modern consumers, subscription-based online services (SOS), which is often chosen as box retailing. The purpose of this written report was to empirically examination six antecedents—utilitarian motivations, hedonic motivations, way consciousness, consumer innovativeness, desire for unique products, and online transaction self-efficacy—as predictors of consumers' attitude toward and intention to use fashion/beauty SOS. The theory of reasoned activity was used every bit a theoretical foundation. With responses from 385 American consumers on an online survey, the theoretical model was tested in the mode/dazzler SOS context using structural equation modeling on LISREL. Results indicated that utilitarian and hedonic motivations, fashion consciousness, and online transaction self-efficacy indirectly influence intention to employ fashion/beauty SOS, mediated by attitude towards fashion/dazzler SOS. Instead of beingness mediated past attitude towards fashion/beauty SOS, consumer innovativeness and want for unique products directly influence intention to use fashion/beauty SOS. Subjective norm positively influences intention to use fashion/dazzler SOS. By identifying the factors that tin can predict consumers' attitude towards and intention to use this new type of fashion/beauty consumption, this study addresses an evolving trend in home-based shopping beliefs. Theoretically, every bit ane of the earliest studies in this phenomenon, this study lays the theoretical groundwork paving way for farther exploration in this expanse. Managers of mode and beauty SOSs as well tin can utilize these findings to more accurately target the advisable consumer segment and streamline their marketing messages in accordance.

Introduction

A subscription-based online service (SOS) refers to an e-business that provides periodic delivery of a customized box of merchandise directly to the consumer's habitation for a weekly, monthly or annual fee. By curating products to suit individual customers' needs and likes, SOSs offering consumers a new way of acquiring the latest products from the comforts of their domicile. Today, SOSs in the The states successfully sell a variety of products including art (e.g., Fine art in a Box), amusement (e.grand., Netflix, Spotify), nutrient/meals (e.1000., Carnivore Club, Bluish Apron), and pet treats and toys (east.grand., BestFriendBox) (Burlingham 2014; Roussin 2016). The recent explosive growth of the SOS business model, also called the "box model," has given birth to a "subscription economic system" (Whitler 2016). The box model is a retail business strategy where a customer can subscribe to an SOS of their choice for a weekly/monthly/annual fee and receive a box of customized and curated merchandise of their liking at their doorstep. The unique feature of the box model is that these SOSs alleviate the pressure level on consumers to choose from thousands of brands and products by making those choices for them. The increase in popularity of the box model has also attracted traditional retailers, such every bit Walmart (eastward.thou., Baby Box) and Sephora (e.g., Play by Sephora) into this promising new retail service model. The fashion and beauty industries are no strangers to this so-called subscription economic system, with SOSs such equally Birchbox, Dollar Shave Order, Le Tote, Me Undies, Rocksbox and Sew together Fix serving over a million subscribers.

While the box model has been extremely lucrative for such style and beauty SOSs where customer traffic to these websites has increased from 0.7 1000000 to 21.four million (3000% increase) in 3 years (2013–2016) (eMarketer 2016), some fashion and beauty SOSs such as CakeStyle, BeachMint and Wardrobe Wake Upwardly have failed to succeed due to their inability to compete in the subscription economy. Throughway (2016) argues that, such failure cases point out the uniquely challenging nature of the box model, especially for way and beauty products, citing the difficulty to identify the correct target consumers, and understand their tastes and behavior. Such unique challenges faced past the style and beauty SOS industries, therefore, call for an exploration of the factors that tin can predict consumers' attitude toward and intention to use manner/beauty SOS. Though the SOS manufacture has grown quickly generating $five billion in acquirement in 2014 alone (Pike 2016), virtually no research exists to explore the factors influencing consumers' conclusion to use SOS in general. Moreover, the rise of such innovative and timesaving methods of shopping may betoken an evolution in fashion and beauty consumption behavior, thereby warranting an early try to empirically sympathise this emerging phenomenon.

To this end, this study aims at identifying and testing the factors that can predict consumers' mental attitude towards and intention to use fashion/beauty SOS. In guild to reach this, the well-established behavioral scientific discipline theory, theory of reasoned activeness (TRA) (Ajzen and Fishbein 1980), is used as a prediction tool in understanding consumers' purchase intention of style/beauty SOS. By modeling the predicting factors in the TRA framework, the findings could provide interesting insights into specific consumer characteristics that take the most proclivity to form favorable attitudes toward and intention to utilize fashion/beauty SOS. In addition to contributing to theoretical understanding of the SOS miracle, such findings can assist fashion/beauty SOS managers identify and segment their consumer groups, and deliver tailored marketing messages in accordance.

In the following sections, first, the SOS phenomenon is explored in particular followed by a review of the TRA. Further, the possible factors (antecedents) in forming favorable attitude towards way/dazzler SOS are identified and defined. Based on this, a enquiry framework and relevant hypotheses are developed before discussing the methods employed to exam the framework. Finally, the results of the written report are presented followed by a word of findings, implications and limitations.

Literature review

Subscription-based online service (SOS)

Subscription-based online service (SOS), a retail service model that originally began with magazine subscriptions (Juhas 2017), has today institute scope in near every production and service category from rental cars to flowers, and mode and dazzler products are no exceptions to this model. Table 1 lists some of the top SOSs in different product categories including fashion and beauty in the Usa.

Table 1 Subscription-based online services (SOSs) in various product categories

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The subscription economy is currently growing at a rate of 109.one% (every bit of 2016) in comparison to a mere 29% in 2013 (McCann 2016). Juhas (2017) observes that the main reason for the success of the SOS model is the loftier lifetime value extracted from each customer in comparison to traditional retail models where the modern consumer constantly switches retailers. SOSs, especially in the way and dazzler industry, have adopted the box model. In this model, in the case of a top dazzler SOS, Birchbox, for instance, customers receive a box of four to v selected samples of makeup or other beauty products once a month for a fixed monthly subscription fee. The fashion SOS, Sew Prepare, works similarly, where upon providing personal information such every bit body size, shape, tastes, lifestyle, and other preferences on the company's website, customers periodically receive a customized box of five fashion (clothing and accessories) items, curated by a stylist based on the client'due south preferences. The customer chooses any of the five items they wish to keep and sends the rest dorsum to the company for no shipping charge. Sew Fix charges its customers based on the number of pieces they retained, providing discounts for higher quantities purchased. Receiving a box of fashion/dazzler merchandise that has been custom-picked for the consumer adds to the thrill of the shopping experience. In the procedure, the customer also gets to learn about new styles and brands that are trending in the market place. In addition, the convenience and timesaving factors add to the benefits of this in-home shopping style (Smith 2015).

Literature addressing consumer behavior toward SOS

Though the SOS model has gained popularity among consumers and marketers akin with fashion and dazzler SOSs such equally Stitch Prepare, Birchbox and Le Tote revolutionizing the subscription economy, empirical enquiry on consumer beliefs with regards to subscription services has been very limited. Specifically, attempts to understand the factors influencing consumers' attitude towards and intention to use SOS, specially for style and dazzler products, is lacking.

Of the limited existing literature on subscription services, many focus on the pricing strategies of such services. In one such study, Danaher (2002) found that, when cell phone service providers utilise a dual pricing system of a monthly subscription fee and a per-minute usage accuse, customer attrition is higher with high admission fees than usage charges. In some other pricing-related study, Oster and Scott Morton (2005) observed that magazines that offering benefits for the future (such as investment magazines) charge higher subscription fees than those that offer immediate benefits (such equally leisure magazines), thereby highlighting the change in pricing strategy based on the long- or short-term perceived benefits. Studying a subscription-type market place such as car insurance, Dawes (2004) compared the impacts of price decreases and increases on revolt rates and establish the impact of cost increases to be greater. By developing a model that predicts the lifetime duration of customers for SOSs, Dover and Murthi (2006) institute that "customers who are billed monthly for annual subscriptions maintain their subscriptions longer than do customers billed quarterly" (p. v), which leads to a higher lifetime elapsing.

Though these studies address ways to enhance customer retentivity through strategic pricing models, they reveal very less about the specific consumer characteristics or factors that lead customers to utilize the subscription service in the first place. More than chiefly, near none of the extant literature on subscription services, including the studies above, was focused on the emerging "box model" of online subscription-based services. The present study aims to fill this gap by identifying and testing the factors that influence consumers' attitude towards and intention to utilize a fashion/beauty SOS using the theory of reasoned action (TRA), which is discussed in the following section.

Theory of reasoned action (TRA)

The TRA is a theoretical model adult past Ajzen and Fishbein (1980) that aims to predict an individual's voluntary behavior based on the intention that the individual has to appoint or non engage in that beliefs. The theory posits that an private's intention to behave is predicted past two determinants (1) the individual'due south positive or negative evaluations of performing that behavior, called attitude, and (2) the individual'south perception of the social pressures on him/her to perform or not perform that behavior, called subjective norm.

According to the TRA, individuals who perceive a behavior as resulting in positive outcomes will hold positive attitudes towards that behavior. This in plough results in positive intentions to behave, thereby leading to the beliefs itself. In the present SOS context, applying the TRA model, consumers who believe that they will positively benefit past subscribing to a fashion/beauty SOS volition take favorable attitudes towards using the SOS, which volition lead to an intention to use the SOS followed by subscribing to the SOS. Similarly, if an individual perceives that their referent individuals or groups await them to activate a certain behavior—which is called subjective norm—their intention to perform that behavior also increases, leading to the behavior. Therefore, in the context of way/dazzler SOS, if a consumer perceives high social expectation to use a particular SOS by his/her referents, then their intention to use that SOS will in plow be high. Figure i displays the original TRA model. Since the present written report focuses on identifying and testing the factors that lead to favorable attitude towards and intention to apply fashion/beauty SOS, actual behavior is not included every bit function of the main study.

Fig. 1

Theory of reasoned activity (TRA) (Ajzen and Fishbein 1980)

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Enquiry framework

This written report postulates the following equally factors that influence consumers' mental attitude towards fashion/beauty SOS: utilitarian motivations, hedonic motivations, fashion consciousness, consumer innovativeness, desire for unique products and online transaction self-efficacy. In other words, consumers who rate high on each of these characteristics may be likely to grade favorable attitudes and, in plough, greater intention towards fashion/beauty SOS. These factors, acting as the antecedents of attitude, are modeled in the TRA, which further explains the influence of mental attitude and subjective norm on intention to employ fashion/beauty SOS. Figure 2 displays the research framework of the current study.

Fig. 2

The proposed enquiry framework. UTL commonsensical motivations, HED hedonic motivations, FC fashion consciousness, CI consumer innovativeness, DUP desire for unique products, OTS online transaction self-efficacy, ATT attitude towards fashion/beauty SOS, SN subjective norm, INT intention to use mode/beauty SOS

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Factors influencing attitude towards style/beauty SOS

Utilitarian (UTL) and hedonic (HED) motivations

In an attempt to explain consumer shopping motivations, Hirschman and Holbrook (1982) posited that consumers comport either as problem solvers, where products or services are purchased to reach functional goals (such equally buying a washing machine), or as experiential enjoyers, where products or services are consumed to achieve aesthetic or emotional goals (such as going to a concert). The quondam refers to a utilitarian motive whereas the latter to a hedonic motive. Consumers who are motivated to gain commonsensical benefits seek convenience, fourth dimension savings, and value for money, whereas those motivated to proceeds hedonic benefits, seek entertaining, adventurous and out-of-the-routine shopping experiences that can arouse and/or fulfill their senses (Overby and Lee 2006). Such consumers tend to choose shopping modes that align with their goals (To et al. 2007).

Voss et al. (2003) identify utilitarian and hedonic benefits as beingness integral in the formation of attitude towards a production or brand where the utilitarian component is derived from the product/brand'southward functions whereas the hedonic component is derived from the feel involved in acquiring the product/brand. Other previous research has likewise established such an result of commonsensical and hedonic benefits of a behavior on forming consumers' positive attitudes toward the behavior in the context of shopping for a wide variety of production categories such as able-bodied shoes, dish detergent, food, jeans, jewelry, baggage, paper towels, personal computers etc. (Batra and Ahtola 1991; Crowley et al. 1992). This theoretical approach may be applied to the context of fashion/dazzler SOS. The chief mode of using manner/dazzler SOS involves the consumer voluntarily creating an online profile indicating their likes and dislikes in terms of their product choices, based on which a stylist or curator selects and mails a customized box of merchandise to their doorstep. This activeness reflects the consumer's spontaneous engagement with the style/dazzler subscription service, implying that the consumer must be motivated to course favorable attitudes toward using those way/dazzler SOS.

Specifically, by engaging in such an activity, the SOS offers utilitarian value to the consumer at a high level of convenience. For case, using fashion and beauty SOS offers utilitarian benefits of cost saving (monthly subscription fee offers a discounted toll for a box compared to purchasing items individually), convenience (saving time in selecting outfits/beauty products every calendar month), selection and information availability (receive selection/trend reporting services from professional stylists), and lack of sociality (saving fourth dimension for dealing with sales people). Hedonic benefits that manner and beauty SOS provides include adventure/exploration (stylists randomly curate a box based on the client profile entered and subscribers wait and open the box exploring what times they accept picked), idea (subscribers receive trendy/new products introduced by box curators), and social (subscribers can share their experiences with friends and/or other users through the SOS community). The SOS specially features an adventurous, exploratory shopping experiences for users, by mimicking an feel of receiving a souvenir box as subscribers don't know what specific items were picked for their boxes until they open them for most fashion and beauty SOS. Based on the literature to a higher place, these utilitarian and hedonic benefits of using a fashion/beauty SOS could increment the consumer's attitude towards that service by motivating them to enjoy these benefits (Childers et al. 2002). Therefore, it is hypothesized that,

H1: Utilitarian motivations positively influence attitude toward mode/beauty SOS.

H2: Hedonic motivations positively influence attitude toward fashion/beauty SOS.

Manner consciousness (FC)

Fashion consciousness is divers as the "want for and adoption of up-to-appointment styles to maintain 1'due south status in a social network" (Lertwannawit and Mandhachitara 2012, p. 1410), and reflects the extent of individual consumer'due south propensity towards way and fashion-related information. Fashion conscious consumers are characterized past a deep involvement in fashion products and brands (specifically, clothing and accessories), besides as their concrete advent (beauty) (Gutman and Mills 1982). Previous inquiry has found that style conscious consumers are more than active in getting exposure to fashion media and resource and exploring manner products (Bakewell et al. 2006). One of the most appealing benefits of fashion and beauty SOSs is that such services enable fashion witting consumers to regularly receive new production samples and trend information, acting as a personal dazzler/style assistant. Considering the fact that such trends may otherwise be out of reach to these consumers or can just be acquired upon all-encompassing search and expense, manner and beauty SOSs can be bonny to way conscious consumers past improving their access to trends. Therefore, consumers who are mode conscious may class favorable attitudes towards using SOS, because those SOSs assist them with keeping up with new trends and way information. This leads to the hypothesis that,

H3: Style consciousness positively influences mental attitude toward manner/beauty SOS.

Consumer innovativeness (CI)

Researchers interested in studying diffusion of innovations faced the challenge of accurately placing consumers into detached adopter categories (eastward.g., innovators, early adopters, early majority, late bulk or laggard), which led to the conceptualization and development of a continuous variable, the consumer innovativeness measure (Goldsmith and Hofacker 1991). Consumer innovativeness is defined every bit "the predisposition to buy new and different products and brands rather than remain with previous choices and consumption patterns" (Steenkamp et al. 1999, p. 56).

Diverging from traditional shopping methods, SOSs offer precisely these benefits in the shopping experience by delivering new, unique and unlike products and brands to the customer every week/month to their doorstep. Availing a periodic fashion/beauty subscription box requires a loftier level of credence towards new and dissimilar products, or in other words loftier innovativeness, since these consumers are willing to accept clothes, accessories and/or beauty items that are non chosen by them only rather curated past the SOS (Le Louarn 1997). Therefore, our hypothesis proposes that consumers with high levels of innovativeness will be more likely to apply fashion and beauty SOS that offering them opportunities to explore and purchase a variety of products. Specifically, based on our theoretical framework, TRA, such willingness toward using SOS will be manifested by first forming positive attitudes toward using SOS, prior to the behavior. Therefore, consumers with loftier innovativeness will be likely to form favorable attitudes toward style and beauty SOSs:

H4: Consumer innovativeness positively influences mental attitude toward fashion/beauty SOS.

Desire for unique products (DUP)

Consumers' desire to larn unique products has been acknowledged by a plethora of scholars every bit a trend of immense practical importance in marketing (Kang and Kim 2012; Lynn and Harris 1997; Tian et al. 2001). Desire for unique products is the "trait of pursuing differentness relative to others through the acquisition, utilization, and disposition of consumer goods for the purpose of developing and enhancing one's cocky-image and social image" (Tian et al. 2001, p. 52). Nonconformity, or counter-conformity, and the avoidance of similarity are important behavioral manifestations of the desire to consume unique products (Tian et al. 2001). In other words, consumers who take a loftier want to acquire unique products tend to choose products and brands that help them achieve a loftier level of social differentness while making choices of "good taste."

One of the key factors that may predict consumers' attitude toward SOS is their desire to possess appurtenances and experiences that only few others possess. A fashion or dazzler SOS tin fulfill such a want for unique products by offering custom-fabricated boxes, which are created for individual customers based on the unique style and size profiles that they created when signing up for the subscription service online. Because of this benefit that fashion and beauty SOSs provide by catering to consumers' want for unique products, our hypothesis proposes that consumers' want for unique products will positively influence their attitudes toward such SOSs, which will be in turn drive their intentions to use SOSs based on the TRA framework. Therefore,

H5: Desire for unique products positively influences mental attitude toward manner/beauty SOS.

Online transaction self-efficacy (OTS)

The motivation of individuals to make certain behavioral decisions has been long attributed to the individual'due south self-efficacy, which is the conventionalities that one has the capability to perform a item beliefs (Bandura 1986). In the online shopping context, such conventionalities is referred to every bit online transaction self-efficacy, which is defined as "the belief of an individual in his or her ability to organize and execute sure behaviors necessary for the consumer to achieve certain objectives in online purchasing (e.1000., a successful and satisfactory transaction) nether incertitude "(Kim and Kim 2005, p. 4)". According to this concept, which is sometimes likewise broadly referred to in literature as net cocky-efficacy or reckoner self-effiacy (Eastin and LaRose 2000; Faqih 2013), consumers with high online transaction self-efficacy are willing to transact with any online vendor with ease whereas those with low online transaction self-efficacy may not transact with any or all online vendors. Today's SOSs rarely provide the pick of subscribing to their products through an offline mode of transaction, such equally postal service or phone. Virtually all SOSs, including style and dazzler SOSs, require customers to create an online profile using their email or social media business relationship and pay for the subscription service using an electronic payment method. Therefore, it can be concluded that, consumers who are confident and comfortable with transacting online, or in other words have high online transaction self-efficacy, are more likely to class favorable attitudes toward the SOS (Kim and Kim 2005). Thus, it is hypothesized that,

H6: Online transaction self-efficacy positively influences attitude toward fashion/dazzler SOS.

Influence of attitude (ATT) and subjective norm (SN) on intention (INT) to use SOS

Co-ordinate to the TRA model explained earlier, an individual'due south intention to appoint in a certain behavior is influenced past both the private'southward attitude towards that beliefs and their subjective norm (i.e., his/her perception that referent individuals or groups expect him or her to perform the said behavior). Previous services research has found that such causal relationships between consumers' attitudes, subjective norm, and intentions could also exist applied to the contexts of consumers' reactions toward services. For instance, Lee (2012) found that consumers' perceptions toward price fairness, gamble averseness, and satisfaction with existing services influence their attitudes and intentions toward services innovations. Applying the TRA model to the internet cyberbanking services context, Chau and Ngai (2012) reported that consumers' perceptions toward the ease of employ and usefulness of the services grade their attitudes toward the services and, in turn, drive their intentions to adopt the services. Therefore, consequent with the TRA model and previous research, this report hypothesizes that,

H7: Attitude towards manner/beauty SOS positively influences intention to employ fashion/beauty SOS.

H8: Subjective norm related to manner/beauty SOS positively influences intention to use fashion/beauty SOS.

Methods

Information drove

Upon IRB approval, an online survey was administered on enquiry participants via Amazon'due south Mechanical Turk (MTurk). MTurk has been found to accept "slightly more demographically various" participants than other net samples and data collected via this source is as reliable every bit those obtained via traditional methods (Buhrmester et al. 2011). As an incentive for taking the survey, each respondent received a $0.60 compensation, which is well in a higher place the median wage earned by an MTurk participant (Shapiro et al. 2013). A full of 385 usable responses were received. The respondents were aged xviii–66 (µ= 33) with threescore% female. Tabular array 2 displays the fundamental demographic characteristics of the respondents. In addition to these variables, the states-of-residence of the respondents were very various from all over the US The top v states where most of the respondents live were NY (88), CA (36), TX (23), FL (22) and PA (22).

Table 2 Demographic characteristics of survey respondents

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Survey assistants and measurements

The survey began with a cursory description of "What is a subscription-based online service?" followed by hypothetical examples of subscription-based services, as follows:

"A subscription-based online service (SOS) provides periodic delivery of a customized box of merchandise directly to your home for a weekly/monthly subscription fee. First, you sign-up online using an e-mail accost or a social media account, and so you enter your personal data and product preferences, such as, your tastes, lifestyle, and what kinds of products interest you. And then you select a weekly/monthly service where you lot cull to get a personalized box of trade every calendar week/month based on the personal information/preferences you gave them, or choose a particular curated box of your interest. Once y'all pay for the selected service/box online using your credit card, the company will send you lot a customized box of merchandise direct to your dwelling via post.

• My Wardrobe (Fashion products): You enter your style, size and price preferences first, and then a box of 5 mitt-selected clothing items is delivered to your door. You buy what you like and send back the residuum. You pay for but those products you determine to keep.

• Make-up Box (Beauty products): You enter your skin type, makeup styles and preferences, and a personalized box of dazzler samples will be delivered to your door every month. $ten/calendar month and $110/yr."

Upon reading the above description, respondents were asked to signal their level of utilitarian (UTL) and hedonic (HED) motivations, fashion consciousness (FC), consumer innovativeness (CI), want for unique products (DUP), online transaction self-efficacy (OTS), subjective norm (SN), attitude towards (ATT), and intention (INT) to use the mode and beauty SOS.

Utilitarian motivations were captured using a, 20-particular adapted scale that included half dozen-dimensions—cost saving, convenience, selection, information availability, lack of sociality, and customized products or services–on a 7-point Likert scale (i = strongly disagree to 7 = strongly agree) (To et al. 2007). Similarly, hedonic motivations were assessed using a 16-item adjusted scale that included five-dimensions—adventure/explore, social, idea, value and potency and condition—on a 7-point Likert calibration (1 = strongly disagree to vii = strongly hold) (To et al. 2007).

Participants' fashion consciousness was measured using Sprotles and Kendall (1986) uni-dimensional "novelty-manner consciousness" scale that included v items on a 5-point Likert scale (i = strongly disagree to 5 = strongly concur). Consumer innovativeness was measured using Le Louarn's (1997) scale, which has three factors, namely, attraction to newness, autonomy in innovative decision and ability to have risks in trying newness. The scale had six items on a v-bespeak Likert calibration (1 = strongly disagree to 5 = strongly agree).

Respondents indicated their desire for unique products on Lynn and Harris' (1997) "desire for unique consumer products" scale which had eight items on a 5-point Likert scale (1 = strongly disagree to 5 = strongly agree). Further, online transaction self-efficacy was measured using a iv-item scale developed by Kim and Kim (2005) on a 7-point Likert calibration (1 = strongly disagree to 7 = strongly concord).

Attitude towards using SOS was captured on a 7-point semantic differential scale (Childers et al. 2002) with items such as bad/good, inferior/superior, not worthwhile/worthwhile etc. Finally, subjective norm, and the intention to use mode/beauty SOSs were measured using 3-item scales each, adapted from Limayem et al. (2000). Table 3 displays the measurement constructs, their calibration items, sources and corresponding reliabilities.

Table 3 Measurement items and reliabilities

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Before testing hypotheses, a serial of preliminary analyses were conducted to ensure the validity and reliability of the measurements. First, convergent validity of measurements was assessed through exploratory factor analyses (EFA) using master component analysis with varimax rotation on SPSS. EFA indicated that all measurements report appropriate convergent validity, as the measuring items fell into the corresponding dimensions (for multidimensional variables)/constructs (for unidimensional variables) and the individual items inside those aforementioned dimensions/constructs were highly correlated. For case, as theoretically proposed, utilitarian and hedonic motivations reported multi-dimensionality (one particular in utilitarian and ii items in hedonic motivation were deleted due to inappropriate cistron loadings and were not included in hypotheses testing; some dimensions were merged when falling into the aforementioned factor), and the other constructs reported uni-dimensionality. The factors cumulatively explained over 60% of variances of all constructs, supporting the convergent validity of the measurements.

Inter-variable correlation analysis on SPSS showed that, while the items within each construct were highly correlated in EFA, in that location was no uncommonly high correlation between the constructs, thereby establishing advisable discriminant validity of the measurements. Reliability of measurements was assessed using Cronbach's alpha values. As Table 3 presents, reliabilities of all constructs were acceptable with Cronbach's α values ranging between 0.630 and 0.975. Finally, in order to test the research framework and the hypotheses, maximum likelihood (ML) estimation method using structural equation modeling (SEM) was performed on LISREL. The results are presented in the post-obit department.

Results

An initial theoretical model was specified on LISREL, resulting in a model (Fig. two) with a Chi foursquare value that was non significant [χ ² (vi) = 37.55, p< 0.05], but other fit indices displayed a marginal fit (RMSEA = 0.12, CFI = 0.98, GFI = 0.98). This indicated that the theoretical model could be under-identified, showing room for improvement. This prompted to examine the modification indices that revealed 2 possible directly paths from consumer innovativeness (CI) to intention (INT) and from desire for unique products (DUP) to intention (INT). Though these paths were non part of the proposed theoretical model and hypotheses, a revised model was specified adding these paths to examination whether the resulting model volition be better fitted than the theoretical model. The results showed that the revised model (Fig. three) had a better fit [χ ⁱⁱ (4) = xix.58, p< 0.05, RMSEA = 0.10, CFI = 0.99, GFI = 0.99], and a Chi foursquare difference exam confirmed the same [χdiff ² (2) = 17.97, p< 0.001]. Tabular array 4 shows the issue of the Chi square difference examination between the theoretical and revised model. The revised model was accepted equally a parsimonious model and was therefore used to interpret the hypothesized paths.

Fig. three

The results of the theoretical (left) and revised (right) models with path coefficients. UTL Utilitarian motivations, HED Hedonic motivations, FC fashion consciousness, CI consumer innovativeness, DUP desire for unique products, OTS online transaction self-efficacy, ATT attitude towards fashion/dazzler SOS, SN subjective norm, INT intention to use manner/beauty SOS. Theoretical model: χ² (half-dozen) = 37.55, p < 0.05, RMSEA = 0.12, CFI = 0.98, GFI = 0.98; Revised model: χ² (4) = 19.58, p < 0.05, RMSEA = 0.x, CFI = 0.99, GFI = 0.99. → represents a meaning path; ⇢represents a not significant path, *p < 0.05; **p < 0.01; ***p < 0.001

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Tabular array 4 Comparison of theoretical and revised models using chi square difference test

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The results of the hypothesized paths in the revised model institute support for the paths betwixt utilitarian motivations (UTL) → attitude (ATT) (γ = 0.20, p < 0.01), hedonic motivations (HED) → attitude (ATT) (γ = 0.17, p < 0.05), fashion consciousness (FC) → mental attitude (ATT) (γ = 0.10, p < 0.05) and online transaction self-efficacy (OTS) → attitude (ATT) (γ = 0.14, p < 0.01). Therefore, H1, H2, H3 and H6 were supported. However, the paths betwixt consumer innovativeness (CI) → attitude (ATT) (γ = 0.04, p > 0.05) and desire for unique products (DUP) → attitude (ATT) (γ = − 0.03, p > 0.05) were not significant, thereby finding no support for H4 and H5. Further, the hypotheses in the TRA, i.east., attitude (ATT) → intention (INT) (γ = 0.xxx, p < 0.001) and subjective norm (SN) → intention (INT) (γ = 0.69, p < 0.001) were significant, thereby supporting H7 and H8. In addition to the hypothesized paths, two additional meaning paths between consumer innovativeness (CI) → intention (INT) (γ = 0.09, p < 0.05) and desire for unique products (DUP) → intention (INT) (γ = 0.10, p < 0.05) revealed new relationships in the revised model that were not originally hypothesized. Figure 3 displays both the theoretical and revised models with path coefficients.

In terms of the relative weights of the coefficient values, for consumers' attitudes toward fashion and dazzler SOS, utilitarian motivations reported the highest affect (γ = 0.20), followed by hedonic motivations (γ = 0.17), online transaction self-efficacy (γ = 0.14), and style consciousness (γ = 0.ten). However, the differences between these coefficient values were rather marginal (i.e., 0.03–0.10). For consumers' intentions toward fashion and beauty SOS, subjective norm was niggling more influential (γ = 0.65) than attitude (γ = 0.31).

Discussion

This study began with the aim of identifying and testing the factors that influence consumers' attitude towards and intention to utilize fashion/beauty subscription-based online services (SOS), an emerging miracle in retail services, past using the TRA model as a theoretical foundation. The results of data analyses found support for 6 of the eight hypotheses, in improver to two unexpected relationships revealed by the SEM arroyo that were not originally predicted by the TRA model.

Firstly, as predicted, consumers' utilitarian (H1) and hedonic (H2) motivations were found to positively influence their attitude towards using fashion/beauty SOS and they in turn significantly predicted intentions to apply fashion/dazzler SOS. In other words, consumers' perception of the utilitarian benefits—convenience, time-saving, and lack of sociality (i.e., no need for interacting with sales personnel in stores)—and hedonic benefits—exploratory nature, adventurousness, and giving (fashion) ideas—of way/dazzler SOS collection their favorable attitude towards and intention to use those services. This upshot has back up in online retailing literature (Childers et al. 2002; Monsuwé et al. 2004), where utilitarian dimensions such as "ease of apply" and "usefulness," and hedonic dimensions such every bit "enjoyment," were found to exist significant determinants of consumers' mental attitude towards online shopping sites. In fact, prior research even suggests that consumers' attitude towards certain products and brands may have underlying utilitarian and hedonic dimensions (Batra and Ahtola 1991; Voss et al. 2003), revealing the integral relationships between these constructs.

This study as well found that consumers who rate themselves high in fashion consciousness (H3) indicated favorable attitudes towards fashion/beauty SOSs. This finding is consistent with prior enquiry (Zhang and Kim 2013), which means that way conscious consumers seek to fulfill their demand to stay upwardly-to-appointment with trends by subscribing to fashion/beauty SOSs. This therefore may indicate that fashion/beauty SOSs could be used as a source of information and product acquisition with regards to the latest mode and dazzler trends, which in turn allows these fashion conscious consumers to maintain their status in their social circles (Lertwannawit and Mandhachitara 2012).

The side by side finding revealed that, reverse to what was predicted, consumer innovativeness (H4) and desire for unique products (H5) did not have a significant positive influence on attitude towards fashion/beauty SOS. However, the modification indices in the structural model indicated that, instead of being mediated by mental attitude, consumer innovativeness and want for unique products directly influenced intention to apply way/dazzler SOS. This finding reveals evidence that is dissimilar from the mainstream literature congenital upon TRA, which assumed that consumers course a positive attitude first to guide their behavioral intention (H4 and H5 were built upon this theoretical assumption). This finding is inconsistent with the original TRA model, but might propose that highly innovative consumers with strong desire for unique products can directly form an intention to utilize manner/dazzler SOS, without a pre-formed positive mental attitude towards those services. Since some recent inquiry studies also observed such an attitude-intention gap (Cowart et al. 2008; Vermeir and Verbeke 2006), farther investigation is needed to verify if this finding against the mainstream theory (i.e., TRA) is worth reconsidering the theoretical suggestion of the literature.

Further, consumers with loftier online transaction self-efficacy were found to form favorable mental attitude towards and, in plow, intention to utilize fashion/beauty SOSs (H6). This finding is in line with literature (Kim and Kim 2005), confirming that consumers who accept conventionalities in their capability to transact on online shopping websites, such as SOS, are likely to accept positive attitudes towards such services. The need to perform tasks that require some basic level of reckoner operations and e-commerce utilise make this a prerequisite for a consumer to have proclivity to employ a fashion/dazzler SOS as opposed to shopping from other types of fashion/beauty retailers.

Finally, the causal relationships between attitudes, subjective norm, and behavioral intentions in the TRA model were constitute to be meaning, which means that, in the style/beauty SOS context, a consumer's attitude and subjective norm significantly influences their intention to utilize those SOS. In other words, consumers with positive evaluations of a fashion/dazzler SOS, along with a perception of referent grouping expectation towards usage of that SOS will intend to use that fashion/beauty SOS. This supports a plethora of other studies that confirm these theoretical relationships. More than interestingly, in our findings, subjective norm was a little more influential in driving consumers' intentions to use style and beauty SOS than their attitudes, based on the comparison of coefficient values; this implies that for this particular behavior of using manner and dazzler SOS, the role of consumers' reference groups could be peculiarly disquisitional in enhancing their intentions to use such SOS.

Implications

The findings of this study offering important theoretical and managerial implications. This study contributes to early on theoretical explorations in the context of SOS, an emerging miracle in online retail services, specifically in the style and beauty arena. Though the fashion and beauty SOS market has accomplished plenty success to attract leading global retailers towards the box model (Randall et al. 2016), research to sympathize consumer beliefs in this type of service has been limited. As one of the first studies in this surface area, this report was conceptualized with the notion that theoretical explorations of this topic could potentially reveal evolving trends in consumption beliefs of style and dazzler products towards a modern version of dwelling-based shopping modes, namely SOS. Past employing the TRA every bit a theoretical foundation, this written report not only found factors that influence attitude towards fashion/beauty SOS, namely, commonsensical and hedonic motivations, fashion consciousness and online transaction cocky-efficacy, but also plant interesting relationships between consumer innovativeness → intention and desire for unique products → intention, which was an unexpected extension of the original model. Further, even though this study was conducted specifically in the manner/dazzler SOS context, except for fashion consciousness, other factors including commonsensical and hedonic motivations, consumer innovativeness and online transaction self-efficacy tin can be theoretically applied to most other product categories being sold using this popular box-model of subscription service.

Equally implications for managers and marketers of manner and beauty SOS, this report suggests the traits of consumer groups who have favorable attitudes and intention to utilise fashion/beauty SOS and helps sympathize their motivations and needs. Subscription-based services operate based on a loyal grouping of customers, the "subscribers". The success of the SOS model highly relies on how well the service providers identify these subscribers and maintain satisfactory relationships by continuously providing them with the benefits they are looking for, and this applies to fashion/beauty SOSs as well. The findings of this study propose targeting consumers that are looking to fulfill utilitarian (functional) and hedonic (aesthetic) needs through their shopping experiences with SOSs. Focusing on the "convenience" of subscribing to a fashion and/or dazzler SOS combined with the "audacious, surprise-seeking" aspect of the shopping experience in the marketing message could attract consumers who are likely to provide a high lifetime value to the company. In addition, fashion and beauty SOSs can streamline their promotional efforts toward fashion conscious and innovative consumers past highlighting their services of providing latest trend and fashion information, uniqueness and customized-attribute of their product offerings.

In addition, subjective norm—how consumers believe that their reference groups look them to actuate a sure beliefs—was found to be a significant commuter of consumers' intention to adopt way and beauty SOS in the electric current study. Based on the comparison of coefficient values, the bear upon of subjective norm was even more than influential than consumers' own attitudes toward mode and beauty SOS. Based on this finding, fashion and dazzler SOSs should consider utilizing consumers' subjective norm in designing their marketing strategies. For instance, they can provide a free 1-calendar month subscription to highly rated manner/dazzler bloggers and/or YouTubers who could in turn promote the SOS website/app to their followers. In addition, SOS marketers can provide a referral bonus to subscribers who invite friends and/or family unit, leveraging the result of subjective norm to expand their subscriber base.

On the flipside, the findings of this study revealed some potential barriers for customers in adopting SOS. Since consumers' online transaction self-efficacy increased their attitudes and intentions to utilise mode/beauty SOS, consumers with low online transaction self-efficacy are likely to notice it challenging to utilize SOSs. In such case, the SOS providers might consider using phone or mail-based registration, mode profiling, payment, and customer service in addition to the online interface to include those with low online transaction self-efficacy to their subscriber base.

Limitations and future studies

Although this study suggests theoretical and managerial contributions, a few limitations remain. First, though this study collected reliable and valid information by first providing a clarification of SOS followed past capturing responses to the construct measures, an experimental approach where participants scan through a hypothetical fashion/beauty SOS website and and so answer questions on relevant measurement items could provide a more engaging setting for the respondents. Secondly, this report merely focused on way and beauty SOS among a variety of other production categories that are sold using the SOS business model. Since some of the selected variables (eastward.one thousand., manner consciousness) might exist less relevant to the other product categories, futurity research can explore new antecedents and moderating variables to extend the TRA model to other SOSs. Also, some findings of this study were inconsistent with the established theory (i.due east., TRA), such as the directly influence of consumer innovativeness and want for unique products on consumers' intentions to use SOSs than on attitude. With a few other researchers who found similar counterarguments (e.m., Cowart et al. 2008; Vermeir and Verbeke 2006), further exploration and debate is needed on the conceptualization of the direct/indirect relationship between consumer attitudes and intentions. Finally, the use of crowd-sourcing websites, such as MTurk, has been recently contested with fair population representation being i of the problems raised and can be a limitation to this report. To address this limitation, future studies tin can use another source of recruiting participants, such as proportional sampling by a professional survey firm, in addition to complement the data captured by MTurk in club to ensure wider representation.

Conclusion

To summarize, this report found that consumers who seek utilitarian and hedonic benefits, and are fashion conscious, with online transaction cocky-efficacy, would have positive, favorable attitudes towards fashion/beauty SOS, which, forth with subjective norm, leads to purchase intention. On the other hand, consumers with high innovativeness and want for unique products direct intend to utilize fashion/beauty SOS without necessarily forming favorable attitudes towards such services outset.

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Authors' contributions

BR participated in ideation, survey development, and information collection, and carried out data analyses, interpretation, and drafting and revising the manuscript equally the atomic number 82 author. HW participated in ideation, survey evolution, information collection, manuscript revision, and managed submission process equally the corresponding author. Both authors read and approved the final manuscript.

Competing interests

The authors declare that they have no competing interests.

Authors' information

Dr. Bharath Ramkumar is an Assistant Professor of Fashion and Textiles in the Section of Human Ecology at the State University of New York at Oneonta. His current research areas include entrepreneurship and small business organization, e-consumer behavior, and mindful consumption practices of wearing apparel and textiles. Dr. Hongjoo Woo is an Assistant Professor of Apparel Merchandising in the Department of Consumer and Design Sciences at Auburn University. Her inquiry plan is focused on consumer beliefs, manner branding and merchandising, and international retailing.

Ethics approval and consent to participate

This written report was field of study to the Human Subject Participant-based study and was reviewed and approved every bit an exempt protocol by The State University of New York at Oneonta and Auburn University Institutional Review Boards (IRB). Post-obit their instructions, written informed consent was provided to the participants and their agreements were obtained.

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Affiliations

1. Fashion and Textiles, The Department of Human Ecology, State University of New York at Oneonta (SUNY Oneonta), 214 Human Ecology Building, SUNY Oneonta, Oneonta, NY, 13820, U.s.a.

   Bharath Ramkumar

2. Consumer and Design Sciences, Auburn University, 372D Spidle Hall, Auburn University, Auburn, AL, 36830, USA

   Hongjoo Woo

Corresponding author

Correspondence to Hongjoo Woo.

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Ramkumar, B., Woo, H. Modeling consumers' intention to use way and beauty subscription-based online services (SOS). Fash Text 5, 22 (2018). https://doi.org/10.1186/s40691-018-0137-1

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• Received: 02 October 2017

• Accepted: 16 March 2018

• Published: eighteen September 2018

• DOI : https://doi.org/10.1186/s40691-018-0137-one

Keywords

• Online subscription
• Fashion consciousness
• Commonsensical
• Hedonic
• Attitude
• Intention

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