Purpose – Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of media influence, fashion consciousness, and fashion leadership on shopping channel choice in regard to gender. Design/methodology/approach – A survey was administered using a convenience sample of male and female students at a Southwestern University in the USA. A total of 408 surveys were used for analysis. The data were factor analyzed using Statistical Package for the Social Sciences (SPSS) statistical software and a structural equation model was developed to test the hypotheses. Findings – The results indicate that while the media influence factor of mass media positively influences fashion consciousness for both males and females, personalized media only indicated significant influence on male fashion leaders. In addition, both male and female consumers indicated that fashion leadership influenced non-traditional over traditional retai...

中文翻译：

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媒体影响、时尚和购物：性别视角

目的——已证明促销媒体和性别会影响购买和购物渠道的选择。本文的目的是更好地理解媒体影响、时尚意识和时尚领导力对性别购物渠道选择的作用。设计/方法/方法——使用美国西南大学男女学生的便利样本进行了一项调查。共使用 408 份调查问卷进行分析。使用社会科学统计软件包 (SPSS) 统计软件对数据进行因子分析，并开发了结构方程模型来检验假设。调查结果——结果表明，虽然大众媒体的媒体影响因素对男性和女性的时尚意识产生积极影响，个性化媒体仅表明​​对男性时尚领袖的显着影响。此外，男性和女性消费者都表示，时尚领导力对非传统零售的影响超过了传统零售...