Browse > Article
http://dx.doi.org/10.9723/jksiis.2015.20.2.085

The Effects of Body Esteem on Purchase Intention toward Online Fashion Products: The Moderating Role of Self Monitoring  

Kim, Wan-Min (부경대학교 경영대학)
Kang, Seongho (조선대학교 경영학부)
Lee, Hangeun (연세대학교 경영대학)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.20, no.2, 2015 , pp. 85-96 More about this Journal
Abstract
Despite the growth of body-related industry has generated considerable interest in this topic among both academics and practitioners, there has been lack of studies that explore body esteem toward online fashion products leads to purchase intentions, which self-monitoring moderates the relationship between body esteem toward online fashion products and purchase intentions. To fill this gap, this study aim to propose a research model where body esteem influences on the purchase intentions, with self-monitoring as a moderator. In order to test hypotheses, response from 172 consumers were achieved, and the proposed model was estimated by using hierarchical moderated regression analysis. The empirical results showed that body esteem negatively related to purchase intentions toward online fashion products. Additionally, this study indicated that the moderating effects of self-monitoring exist between body esteem and purchase intentions toward online fashion products, thereby implying the importance of contingent role of self-monitoring in managing online channels.
Keywords
Body esteem; purchase intention; self-monitoring; Hierarchical regression analysis;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Sisafocus (2014), "Appearance is the competitiveness," September. 10, 2014.
2 Financial News, "84% of University students think that nice appearance help them find a job," November, 16, 2011.
3 Korea National Statistical Office, "Online shopping trends," November, 30, 2014.
4 J.-H. Lee and D. I, Lee, "The effects internet shopping on Korea economy," Korean Distribution Association, 2013.
5 E.-A. Park and Y.-S. Sung, "The relationship between media image-body image discrepancy and advertising effectiveness," Korean Journal of Consumer and Advertising Psychology, Vol. 2, No. 1, pp. 87-116, 2001.
6 P. A. LaBarbera, "The nouveaux riches: conspicuous consumption and the issue of self fulfillment," Research in Consumer Behavior, Vol. 3, pp. 179-210, 1988.
7 S. Epstein, "The self-concept: a review and the proposal of an integrated theory of personality. in E. Staub (Eds), Personality: Basic Issues and Current Research, Englewood Cliffs, NJ: Prentice-Hall, pp. 82-132. 1980.
8 D. W. Rook, "Body cathexis and market segmentation,", in M. R. Solomon, (Eds), The Psychology of Fashion, Lexington, MA: Lexington Books, pp. 233-241, 1985.
9 S. J. Gould, "Assessing self-concept discrepancy in consumer behavior: the joint effect of private," Advances in Consumer Research, Vol. 20, No. 1, pp. 419-424, 1993.
10 R. C. Becherer and L. M. Richard, "Selfmonitoring as a moderating variable in consumer behavior," Journal of Consumer Research, Vol. 5, No. 3, pp. 159-162, 1978.   DOI
11 T. R. Graeff, "Image congruence effects on product evaluations: The role of self monitoring and public/private consumption," Psychology & Marketing, Vol. 13, No. 5, pp. 481-499, 1996.   DOI
12 L. M. Musser and B. A. Browne, "Selfmonitoring in middle childhood: Personality and social correlates," Developmental Psychology, Vol. 27, No. 6, pp. 994-999, 1991.   DOI
13 M. Snyder and K. G. DeBono, "Appeals to image and claims about quality: Understanding the psychology of advertising," Journal of Personality and Social Psychology, Vol. 49, No. 3, pp.586-597, 1985.   DOI
14 A. Merle, S. Senecal and A. St-Onge. "Whether and how virtual try-on influences consumer responses to an apparel web site," International Journal of Electronic Commerce, Vol. 16, No. 3, pp. 41-64, 2012.   DOI
15 J. A. Rosa and A. J. Malter, "E-(embodied) knowledge and e-commerce: how physiological factors affect online sales of experiential products," Journal of Consumer Psychology, Vol. 13, No. 1&2, pp. 63-73, 2003.   DOI
16 J. A. Rosa, E. C. Garbarino and A. J. Malter, "Keeping the body in mind: the influence of body esteem and body boundary aberration on consumer beliefs and purchase intentions," Journal of Consumer Psychology, Vol. 16, No. 1, pp. 79-91, 2006.   DOI
17 J. Park, Y. Nam, K.-M. Choi, Y. Lee and K.-H. Lee, "Apparel consumers' body type and their shopping characteristics," Journal of Fashion Marketing and Management, Vol. 13, No. 3, pp. 372-393, 2009.   DOI
18 R. E. Goldsmith and L. R. Flynn, "Psychological and behavioral drivers of online clothing purchase," Journal of Fashion Marketing and Management, Vol. 8. No. 1, pp. 84-95, 2004.   DOI
19 K. G. DeBono and M. Packer, "The effects of advertising appeal on perceptions of product quality," Personality and Social Psychology Bulletin, Vol. 17, No. 2, pp. 194-200, 1991.   DOI
20 S. Shavitt, T. M. Lowrey and S.-P. Han, "Attitude functions in advertising: The interactive role of products and selfmonitoring," Journal of Consumer Psychology, Vol. 1, No. 4, pp. 337-364, 1992.   DOI
21 M. Snyder and T. C. Monson, "Persons, situations, and the control of social behavior," Journal of Personality and Social Psychology, Vol. 32, No. 4, pp. 637-644, 1975.   DOI
22 M. Snyder, "Self-monitoring of expressive behavior," Journal of Personality and Social Psychology, Vol. 30, No. 4, pp. 526-537, 1974.   DOI
23 K. Wilcox, H. M. Kim and S. Sen, "Why do consumers buy counterfeit luxury brands?," Journal of Marketing Research, Vol. 46, No. 2, pp. 247-259, 2009.   DOI
24 M. Slama and K. Celuch, "Self-presentation and consumer interaction styles," Journal of Business and Psychology, Vol. 10, No. 1, pp. 19-30, 1995.   DOI
25 I.-Y. Nam, "Effectiveness of advertiser, message, self monitoring and involvement in public service advertising," Korean Journal of Journalism & Communication Studies, Vol. 46, No. 1, pp. 116-149, 2001.
26 B. A. Browne and D. O. Kaldenberg, "Conceptualizing self-monitoring: links to materialism and product involvement," Journal of Consumer Marketing, Vol. 14, No. 1, pp. 31-44, 1997.   DOI
27 J. Alba, J. Lynch, B. Weitz, C. Janiszewski, R. Lutz and A. Sawyer, "Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces," Journal of Marketing, Vol. 61, No. 3, pp. 38-53, 1997.   DOI
28 J. Morahan-Martin and P. Schumacher, "Loneliness and social uses of the internet." Computers in Human Behavior, Vol. 19, No. 6, 659-671, 2003.   DOI   ScienceOn
29 A. O'Cass, "A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale," Psychology & Marketing, Vol. 17, No. 5, pp. 397-419, 2000.   DOI
30 J. C. Nunnally and I. H. Bernstein, "Psychometric Theory", 3rd ed., New York: McGraw-Hill, 1994.
31 J. C. Anderson and D. W. Gerbing, "Structural equation modeling in practice: A review and recommended two-step approach," Psychological Bulletin, Vol. 103, No. 3, pp. 411-423, 1988.   DOI
32 R. P. Bagozzi and Y. Yi, "On the evaluation of structural equation models," Journal of the Academy of Marketing Science, Vol. 16, No. 1, pp. 74-94, 1988.   DOI
33 J. R. Edwards and L. S. Lambert, "Methods for integrating moderation and mediation: a general analytical framework using moderated path analysis," Psychological Methods, Vol. 12, No. 1, pp. 1-22, 2007.   DOI   ScienceOn
34 C. Fornell and D. F. Larcker, "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981.   DOI
35 J. Cohen and P. Cohen, "Applied multiple regression, correlation analysis for the behavioral sciences", Hillsdale, NJ: Lawrence Erlbaum, 1975.
36 C. H. Anderson, "Hierarchical moderated regression analysis: a useful tool for retail management decisions," Journal of Retailing, Vol. 62, No. 2, pp. 186-203, 1986.
37 A. J. Marsella, L. Shizuru, J. Brennan and V. Kameoka, "Depression and body image satisfaction," Journal of Cross-Cultural Psychology, Vol. 12, No. 3, pp. 360-371, 1981.   DOI
38 J. L. Goldenberg, S. K. McCoy, T. Pyszczynski, J. Greenberg and S. Solomon, "The body as a source of self-esteem: the effect of mortality salience on identification with one's body, interest in sex, and appearance monitoring," Journal of Personality and Social Psychology, Vol. 79, No. 1, pp. 118-130, 2000.   DOI
39 T. F. Cash, D. W. Cash and J. W. Butters, "Mirror, mirror, on the wall.? Contrast effects and self-evaluations of physical attractiveness," Personality and Social Psychology Bulletin, Vol. 9, No. 3, pp. 351-358, 1983.   DOI
40 T. F. Cash and T. E. Pruzinsky, "Body images: development, deviance, and change", New York: Guilford Press, 1990.
41 W.-S. Gim and J.-H. Cha, "Body-related values and consumer behavior: an exploratory study for scale development," Korean Journal of Consumer and Advertising Psychology, Vol. 7, No. 3, pp. 455-485, 2006.
42 D. W. Dahl, J. J. Argo and A. C. Morales, "Social information in the retail environment: The importance of consumption alignment, referent identity, and self-esteem," Journal of Consumer Research, Vol. 38, No. 5, pp. 860-871, 2012.   DOI
43 E. Berscheid, E. Walster and G. Bohrnstedt," The happy American body: a survey report, Vol. 7, No. 6, pp. 119-131, 1973.
44 T. F. Cash, B. A. Winstead and L. H. Janda, "The great American shape-up: Body image survey report," Psychology Today, Vol. 20, No. 4, pp. 30-37, 1986.
45 W.-S. Gim and H. Kim, "Effects of body image on body-related consumption in female," Korean Journal of Consumer and Advertising Psychology, Vol. 6, No. 3, pp. 27-40, 2005.