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Apparel Retail Channel Preference and Its Linkage to Shopping Irritant Perceptions
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This study investigated Generation Y consumers' apparel retail channel preferences, perceived irritating aspects of environmental cues and the linkage of retail preferences and perceived irritability. Shopping orientations and questions related to patronage of five types of retail outlets (i.e., night markets, generic clothing stores, department stores, specialty stores, and internet) were considered in this study. Four dimensions of shopping irritants, ambient, design, crowdedness, and sales personnel, were factorized to indicate what likely to occur in local apparel retail settings. A consumer survey was administered following age and gender distribution of the population between the ages of 17 and 34. Total valid samples were 204.
Apparel retail channel preferences were utilized to segment respondents into four groups, including night market shoppers, department store shoppers, internet shoppers, and non-specific channel shoppers. Results showed that night market shoppers were less irritated by ambient irritants. Internet shoppers would be irritated by untidiness at night markets as included in the design dimension. Department store shoppers would feel irritated with unsatisfactory services caused by sales personnel at night markets. Generation Y consumers with different retail preferences have distinct reactions while facing the irritating situations caused by ambient, design, and sales personnel at night markets while purchasing apparels.
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