Advertisement

Do Fashion Blogs Influence Vintage Fashion Consumption? An Analysis from the Perspective of the Chinese Market

  • Marta Blazquez Cano
  • Stephen Doyle
  • Yiyuan Zhang
Chapter
Part of the Palgrave Advances in Luxury book series (PAAL)

Abstract

Vintage consumption has gained popularity in the last number of years and is especially relevant to the fashion sector. The feeling of nostalgia, need for status and uniqueness have been identified as the main reasons behind vintage fashion purchase. Previously information about vintage items has been mainly available in fashion magazines or movies but has now spread to new digital channels, which chained with the development of Web 2.0 and social media. Social media has contributed to disseminate vintage-related information especially through blogs—two-way communication platforms that allow to share/create information collectively through users’ interaction (eWOM). Previous research has demonstrated the influence of blogs on consumers’ decision-making process. Moreover, blogs, along with more formal sources, provide insight not only on what is available, but also on the movements that exist within the vintage fashion collective and how to “wear it”. These, as in mainstream, may help shape and inform the decisions that consumers make and reassure them in the decision-making process. This chapter explores the influence of fashion blogs on consumers’ awareness and purchase intention of vintage fashion, from the perspective of Chinese consumers. Following a quantitative approach, the research has applied a questionnaire built on validated scales including nostalgia proneness, need of status, need of uniqueness, consumers’ awareness and consumer purchase intention. The questionnaire was distributed through WeChat and Weblog—179 valid responses were obtained. The research demonstrates that fashion blogs influence nostalgia proneness, need of status and need of uniqueness associated with vintage fashion with consequences to consumers’ awareness. However, the direct influence on purchase intention cannot be demonstrated.

Keywords

Authentic Blogs China eWOM Alternative consumption 

References

  1. Aaker, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27–32.CrossRefGoogle Scholar
  2. Alhaddad, A. A. (2015). The effect of advertising awareness on brand equity in social media. International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73.CrossRefGoogle Scholar
  3. Allard, T., Babin, B., & Chebat, J. C. (2009). When income matters: Customers evaluation of shopping mall’s hedonic and utilitarian orientations. Journal of Retailing and Consumer Services, 16(1), 40–49.Google Scholar
  4. Amaldoss, W., & Jain, S. (2005). Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42(1), 30–42.CrossRefGoogle Scholar
  5. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295.Google Scholar
  6. Baer, J. (2017). Social pros all-stars: Career paths from 27 big company social media professionals, e-book. Retrieved August 25, 2017, from www.convinceandconvert.com.
  7. Ballantine, P. W., & Yeung, C. (2015). The effects of review valence in organic versus sponsored blog sites on perceived credibility, brand attitude, and behavioural intentions. Marketing Intelligence & Planning, 33(4), 508–521.CrossRefGoogle Scholar
  8. Burns, D. J., & Warren, H. B. (1995). Need for uniqueness: Shopping mall preference and choice activity. International Journal of Retail & Distribution Management, 23(12), 4–12.CrossRefGoogle Scholar
  9. Cassidy, T. D., & Bennett, H. R. (2012). The rise of vintage fashion and the vintage consumer. Fashion Practice, 4(2), 239–261.CrossRefGoogle Scholar
  10. Cervellon, M.-C., Carey, L., & Harms, T. (2012). Something old, something used: Determinants of women’s purchase of vintage fashion vs second-hand fashion. International Journal of Retail & Distribution Management, 40(12), 956–974.CrossRefGoogle Scholar
  11. Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247.CrossRefGoogle Scholar
  12. Crane, D. ( 2000). Fashion and its social agendas: Class, gender, and identity in clothing. Chicago, IL: University of Chicago Press.Google Scholar
  13. Davis, F. (1979). Yearning for yesterday: A sociology of nostalgia. New York: Free Press.Google Scholar
  14. Dawson, S., & Cavell, J. (1987). Status recognition in the 1980s: Invidious distinction revisited. Advances in Consumer Research, 14, 487–491.Google Scholar
  15. DeLong, M., Heinemann, B., & Reiley, K. (2005). Hooked on vintage! Fashion Theory, 9(1), 23–42.CrossRefGoogle Scholar
  16. Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–526.Google Scholar
  17. Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status consumption in Consumer behavior: Scale development and validation. Journal of Marketing Theory and Prctice, 7(3), 41–52.Google Scholar
  18. Engholm, I., & Hansen-Hansen, E. (2014). The fashion blog as genre—Between user-driven bricolage design and the reproduction of established fashion system. Digital Creativity, 25(2), 140–154.CrossRefGoogle Scholar
  19. Evans, M., Jamal, A., & Foxall, G. (2006). Consumer behaviour. West Sussex: Wiley.Google Scholar
  20. Fischer, N. L. (2015). Vintage, the first 40 years: The emergence and persistence of vintage style in the United States. Culture Unbound: Journal of Current Cultural Research, 7(1), 45–66.CrossRefGoogle Scholar
  21. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.Google Scholar
  22. Gerval, O., & Wardell, S. (2008). Fashion: Concept to catwalk. London: Bloomsbury Publishing.Google Scholar
  23. Gregson, N., & Crewe, L. (2003). Second-hand cultures. London: Bloomsbury Publishing.Google Scholar
  24. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word of mouth via consumer platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.CrossRefGoogle Scholar
  25. Ho, C. H., Chiu, K. H., Chen, H., & Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), 346–362.CrossRefGoogle Scholar
  26. Holbrook, M. B. (1993). Nostalgia and consumption preferences: Some emerging patterns of consumer tastes. Journal of Consumer Research, 20(2), 245–256.CrossRefGoogle Scholar
  27. Holbrook, M. B., & Schindler, R. M. (1996). Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes. Journal of Business Research, 37(1), 27–39.CrossRefGoogle Scholar
  28. Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45, 65–74.Google Scholar
  29. Hsu, C. L., Chuan-Chuan Lin, J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69–88.CrossRefGoogle Scholar
  30. Jens, H. (2005). Sixties Dress Only! The consumption of the past in a retro scene. In A. Palmer & H. Clark (Eds.), Old cloth, new looks: Secondhand fashion (pp. 177–196). Oxford, NY: Berg.Google Scholar
  31. Johnson, T. J., & Kaye, B. K. (2009). In blog we trust? Deciphering credibility of components of the internet among politically interested internet users. Computers in Human Behavior, 25(1), 175–182.CrossRefGoogle Scholar
  32. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1.CrossRefGoogle Scholar
  33. Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. Los Angeles: Sage.Google Scholar
  34. Kujala, S. (2009). Product symbolism in designing for user experience. International Conference on Designing Pleasurable Products and Interfaces, DPPI09, 13–16 October 2009, Compiegne University of Technology, Compiegne.Google Scholar
  35. Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115–120.CrossRefGoogle Scholar
  36. Lastovicka, J. L. (1983). Convergent and discriminant validity of television commercial rating scales. Journal of Advertising, 12(2), 14–23.Google Scholar
  37. Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurement of advertising effectiveness. Journal of Marketing, 25(6), 59–62.Google Scholar
  38. Levy, S. J. (1959). Brands, consumers, symbols, & research. Thousand Oaks, CA: Sage.Google Scholar
  39. Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43–57.Google Scholar
  40. Li, J. J., & Su, C. (2007). How face influences consumption: A comparative study of Chinese and American consumers. International Journal of Market Research, 49(2), 237–256.Google Scholar
  41. Li, Y., Ma, S., Zhang, Y., & Huang, R. (2013). An improved mix framework for opinion leader identification in online learning communities. Knowledge-Based Systems, 43, 43–51.CrossRefGoogle Scholar
  42. Lynn, M., & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14, 601–616.CrossRefGoogle Scholar
  43. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65.Google Scholar
  44. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotional mix. Business Horizons, 52, 357–365.Google Scholar
  45. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.Google Scholar
  46. Peters, L. D. (2014). Performing vintage: The cultivation and dissemination of vintage sensibilities at the Brooklyn Flea. Canadian Review of American Studies, 44(2), 214–239.CrossRefGoogle Scholar
  47. Retro Style Tips and Advices (sic). Retrieved August 25, 2017, from www.vintagefashionclub.com.
  48. Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management (2nd ed.). New York: McGraw-Hill.Google Scholar
  49. Schlinger, M. (1979). A profile of response to commercials. Journal of Advertising Research, 19, 37–46.Google Scholar
  50. Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76–94.CrossRefGoogle Scholar
  51. Snyder, C. R., & Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518.CrossRefGoogle Scholar
  52. Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66.CrossRefGoogle Scholar
  53. Vannini, P., & Franzese, A. (2008). The authenticity of self: Conceptualization, personal experience, and practice. Sociology Compass, 2(5), 1621–1637.CrossRefGoogle Scholar
  54. Veblen, T. (1889). The theory of the leisure class. Boston, MA: Houghton Mifflin.Google Scholar
  55. Veblen, T. (2005). The theory of the leisure class. Boston, MA: Houghton Mifflin.Google Scholar
  56. Veenstra, A., & Kuipers, G. (2013). It is not old-fashioned, it is vintage, vintage fashion and the complexities of 21st century consumption practices. Sociology Compass, 7(5), 355–365.Google Scholar
  57. Wei, K. K., & Wu, Y. L. (2013). Measuring the impact of celebrity endorsement on consumer behavioural intentions: A study of Malaysian consumers. International Journal of Sports Marketing and Sponsorship, 14(3), 157–178.Google Scholar
  58. Wright, J. (2005). Blog marketing. New York: McGraw-Hill Professional.Google Scholar
  59. Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Information Management, 42(5), 719–729.Google Scholar
  60. Wu, W. Y., Lu, H. Y., Wu, Y. Y., & Fu, C. S. (2012). The effects of product scarcity and consumers’ need for uniqueness on purchase intention. International Journal of Consumer Studies, 36(3), 263–274.CrossRefGoogle Scholar
  61. Young, M. R., DeSarbo, W. S., & Morwitz, V. G. (1998). The stochastic modeling of purchase intentions and behavior. Management Science, 44(2), 188–202.CrossRefGoogle Scholar
  62. Zhou, N., & Belk, R. W. (2004). Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3), 63–76.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Marta Blazquez Cano
    • 1
  • Stephen Doyle
    • 1
  • Yiyuan Zhang
    • 1
  1. 1.School of MaterialsUniversity of ManchesterManchesterUK

Personalised recommendations