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Clothing consumption culture of a neo-tribe
Journal of Fashion Marketing and Management ( IF 3.2 ) Pub Date : 2016-03-14 , DOI: 10.1108/jfmm-07-2014-0053
May Aung , Ou Sha

Purpose – A number of postmodern consumer scholars have their attention on the consumption behaviour of neo-tribes. Changing gender roles and households’ consumption practices have also shaped new sets of cultural manifestations for the clothing consumption milieu. The purpose of this paper is to explore the clothing consumption culture of a neo-tribe, gay professionals within the subculture of gay consumers. Design/methodology/approach – An extended conceptual framework built upon Ajzen and Fishbein’s (1980) theory of “reasoned action” served as the conceptual guideline for this study. Specifically, the attitude-behaviour framework is proposed and employed to better understand the clothing consumption behaviour of a neo-tribe consisting of gay professionals. Personal in-depth interviews were conducted in a metropolitan city as well as two small towns in Canada. Findings – Stereotypical as well as non-stereotypical understandings are offered. The findings from this study portrayed the gay professions of this neo-tribe as rational and practical. Personal psychological factors, social factors and marketplace factors relevant to a neo-tribe of gay professionals are documented and deeper insights are presented. Research limitations/implications – Findings challenge the existing understanding of fashion manifestation for this consumers group. However, this study may be of limited scope. Future studies should further examine the clothing consumption cultural manifestations of other neo-tribes within the gay community. Practical implications – The interviewees consistently demonstrated their positive attitudes towards quality, stylish and conservative clothing. For marketers it is crucial to perceive the gay community as a non-homogeneous market segment. There is a need to understand different consumption practices within this community and to tailor marketing mix elements accordingly. Originality/value – This study has extended the understanding of the neo-tribes of gay consumers. In addition, this study offers the clothing consumption reality of a neo-tribe encompassing gay professionals. This study illuminates their rational and practical clothing consumption cultural manifestations and clothing consumption behaviour. These insights further enrich the general understandings that exist in the area of consumer research.

中文翻译:

新部落的服饰消费文化

目的——一些后现代消费学者关注新部落的消费行为。不断变化的性别角色和家庭消费习惯也为服装消费环境塑造了新的文化表现形式。本文的目的是探索同性恋消费者亚文化中新部落同性恋专业人士的服装消费文化。设计/方法/途径——建立在 Ajzen 和 Fishbein (1980) 的“合理行动”理论基础上的扩展概念框架作为本研究的概念指南。具体而言,提出并采用态度-行为框架以更好地了解由同性恋专业人士组成的新部落的服装消费行为。个人深度访谈是在加拿大的一个大城市和两个小镇进行的。调查结果——提供定型和非定型的理解。这项研究的结果将这个新部落的同性恋职业描述为理性和实际。记录了与同性恋专业新部落相关的个人心理因素、社会因素和市场因素,并提出了更深入的见解。研究局限性/影响——调查结果挑战了这一消费者群体对时尚表现形式的现有理解。然而,这项研究的范围可能有限。未来的研究应进一步研究同性恋社区内其他新部落的服装消费文化表现。实际意义——受访者一贯表现出他们对优质、时尚和保守的服装的积极态度。对于营销人员来说,将同性恋社区视为一个非同质的细分市场至关重要。需要了解该社区内的不同消费习惯,并相应地定制营销组合元素。原创性/价值——这项研究扩展了对同性恋消费者新部落的理解。此外,这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。时尚而保守的服装。对于营销人员来说,将同性恋社区视为一个非同质的细分市场至关重要。需要了解该社区内的不同消费习惯,并相应地定制营销组合元素。原创性/价值——这项研究扩展了对同性恋消费者新部落的理解。此外,这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。时尚而保守的服装。对于营销人员来说,将同性恋社区视为一个非同质的细分市场至关重要。需要了解该社区内的不同消费习惯,并相应地定制营销组合元素。原创性/价值——这项研究扩展了对同性恋消费者新部落的理解。此外,这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。需要了解该社区内的不同消费习惯,并相应地定制营销组合元素。原创性/价值——这项研究扩展了对同性恋消费者新部落的理解。此外,这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。需要了解该社区内的不同消费习惯,并相应地定制营销组合元素。原创性/价值——这项研究扩展了对同性恋消费者新部落的理解。此外,这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。这项研究提供了一个包含同性恋专业人士的新部落的服装消费现实。本研究阐明了他们理性、务实的服装消费文化表现和服装消费行为。这些见解进一步丰富了消费者研究领域的普遍认识。
更新日期:2016-03-14
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