Analysis and Conceptualisation of Plus Size Fashion Online ...

[Pages:307]Analysis and Conceptualisation of Plus Size Fashion

Online Shopping Motivations

A thesis submitted to The University of Manchester for the degree of Doctor of Philosophy in the Faculty of Engineering and Physical Science

2010

NATASHA SIAN HASWELL

School of Materials

Contents

Contents

Title

1

List of Contents

2

List of Figures

10

Abstract

14

Declaration

15

Copyright Statement

16

Dedication

17

Acknowledgements

18

List of Contents

Chapter 1 Research Proposal

19

1.1 Introduction

19

1.2 Research Context

20

1.2.1 Online Retailing

20

1.2.2 Fashion Online Retailing

21

1.2.3 Plus Size Retailing

22

1.2.4 Plus Size Online Retailing

23

1.3 Research Background

24

1.4 Research Aim

24

1.5 Research Objectives

24

1.6 Research Outcomes

25

1.7 Methodology

25

1.8 Research Boundaries

26

1.9 Summary

26

Chapter 2 Plus Size Fashion Online Shopping Market

27

2.1 Introduction

27

2.2 UK Fashion Online Shopping Market

27

2.2.1 Online Retailing

27

2.2.1.1 Broadband

28

2.2.1.2 The UK Online Retailing Market

29

2.2.1.3 UK Online Retailing

29

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2.2.1.4 UK Online Consumer 2.2.2 UK Home Shopping Market 2.2.3 UK Fashion Retail Environment 2.2.4 UK Fashion Online Shopping Market 2.2.5 Market Summary 2.3 UK Plus Size Fashion Online Shopping Market 2.3.1 Definition of `Plus Size' 2.3.2 Changing Shape of the UK Population 2.3.4 Plus Size Consumer 2.3.4.1 Self-Comfort 2.3.4.2 Fashion Consciousness 2.3.5 Plus Size Fashion UK Market 2.3.6 Plus Size Fashion Retailing 2.3.6.1 Lack of Provision 2.3.6.2 Environment 2.3.4 Plus Size Retailers 2.3.5 Market Summary 2.4 Summary

Chapter 3 Plus Size Fashion Online Shopping Motivations

3.1 Introduction 3.2 Online Consumer Behaviour 3.3 Shopping Motivations

3.3.1 Definition 3.3.2 Functional/Utilitarian Motivations 3.3.3 Non-Functional/Hedonic Motivations 3.4 Home Shopping Motivations 3.5 Internet Use Motivations 3.6 Online Shopping Motivations 3.6.1 Utilitarian vs. Hedonic 3.7 Plus Size Fashion Online Shopping Motivations 3.7.1 Convenience 3.7.1.1 Time 3.7.1.2 Hassle Reduction 3.7.1.3 Schedule Fitting 3.7.1.4 Hassle Avoidance 3.7.1.5 Privacy 3.7.2 Cost Saving 3.7.2.1 Save Money 3.7.2.2 Spend Less

Contents

30 31 32 33 34 35 35 35 36 37 38 38 39 40 41 41 43 43

45

45 45 47 47 48 49 51 53 55 55 56 57 59 60 61 62 63 64 65 66

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3.7.2.3 Competitive Prices 3.7.3 Selection 3.7.3.1 Variety 3.7.3.2 Product Quality 3.7.3.3 Product Fit 3.7.3.4 Product Fashionability 3.7.4 Ideas 6.7.4.1 Fashion 6.7.4.2 Retailer 6.7.4.3 Celebrity 6.7.4.4 Social 3.7.5 Value 3.7.5.1 Consumer 3.7.5.2 Retailer 3.7.5.3 Credit 3.7.6 Gratification 3.7.6.1 Tension-Reduction 3.7.6.2 Enjoyment 3.7.6.3 Activity 3.8 Summary

Chapter 4 Research Design: Methods and Methodology

4.1 Introduction 4.1.1 Rationale

4.2 Research Philosophy and Paradigms 4.2.1 Ontology 4.2.1.1 Objectivism 4.2.1.2 Subjectivism 4.2.1.3 Pragmatism 4.2.2 Epistemology 4.2.2.1 Positivist 4.2.2.2 Interpretivist 4.2.2.3 Realist 4.2.3 Research Paradigm Adopted

4.3 Research Approaches 4.3.1 Data Sources 4.3.1.1 Secondary Research 4.3.1.2 Primary Research 4.3.2 Quantitative vs. Qualitative Research Approaches 4.3.3 Deductive Approach vs. Inductive Approach

Contents

67 68 71 72 73 74 76 77 78 79 80 81 82 85 86 87 88 89 91 92

97

97 97 98 98 99 99 99 100 100 101 102 103 103 103 104 105 105 106

Analysis and Conceptualisation of Plus Size Fashion Online Shopping Motivations

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Contents

4.3.4 Research Approach Adopted

107

4.4 Research Design

107

4.4.1 Research Design Classification

108

4.4.1.1 Exploratory Research

108

4.4.1.2 Descriptive Research

108

4.4.1.3 Conclusive Research

109

4.4.2 Ideal Research Design

110

4.4.3 Research Credibility

111

4.4.3.1 Validity

112

4.4.3.2 Reliabilty

112

4.4.4 Research Design Adopted

113

4.5 Data Collection Methods

114

4.5.1 Questionnaires

114

4.5.2 Focus Groups

115

4.5.3 In-Depth Interviews

116

4.5.4 Summary

118

4.5.5 Data Collection Method Adopted

119

4.6 Summary of Research Approaches, Design and Data Collection Method Adopted

119

4.7 Questionnaire

120

4.7.1 Selection of an Appropriate Questionnaire Method

120

4.7.2 Online Questionnaires

122

4.7.2.1 Advantages of Online Questionnaires

123

4.7.2.2 Disadvantages of Online Questionnaires

124

4.7.2.3 Online Research Response Rates

125

4.7.3 Online Questionnaire Design

126

4.7.3.1 The Question Content

127

4.7.3.2 The Question Phrasing

128

4.7.3.3 Types of Response Format

128

4.7.3.4 The Question Sequence

128

4.7.3.5 Questionnaire Layout

129

4.7.3.6 Questionnaire Pre-Testing

129

4.7.3.7 Measurement and Measurement Scale

129

4.7.3.8 Likert Scale

130

4.7.4 Online Questionnaire Design Process Adopted

131

4.7.5 Online Questionnaire Design Techniques Adopted

131

4.7.5.1 The Question Content

131

4.7.5.2 The Question Phrasing

131

4.7.5.3 Response Format

132

4.7.5.4 The Question Sequence

132

4.7.5.5 Questionnaire Layout

132

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Contents

4.7.5.6 Questionnaire Pre-Testing

132

4.7.5.7 Measurement and Measurement Scale

132

4.7.5.8 Likert Scale

133

4.7.6 Online Questionnaire Distribution

133

4.8 Sampling Procedure

133

4.9 Sampling Techniques

134

4.9.1 Probability Sampling

134

4.9.2 Non-probability Sampling

135

4.9.2.1 Convenience Sampling

135

4.9.2.2 Judgement Sampling

136

4.9.2.3 Quota Sampling

136

4.9.2.4 Snowball Sampling

136

4.10 Sampling Design Process

137

4.10.1 Defining Target Population

137

4.10.2 Determining the Sample Frame

138

4.10.3 Selecting a Sampling Technique

138

4.10.4 Determining Sample Size

138

4.10.5 Executing the Sampling Process

139

4.10.6 Potential Sources of Error

139

4.10.7 Sampling Method Adopted

140

4.11 Statistical Analysis of Data

141

4.11.1 Descriptive Analysis

141

4.11.2 Reliability Analysis

141

4.11.3 Factor Analysis

142

4.11.3.1 Exploratory

142

4.11.3.2 Confirmatory

142

4.11.4 Relationship Analysis

143

4.11.4.1 Chi-Square and Continuity Correlation Analysis

143

4.11.4.2 Pearson Correlation Analysis

143

4.11.4.3 Spearman's Rank Order Correlation Analysis

144

4.11.6.4 Multiple Regression Analysis

144

4.11.4.5 Canonical Correlation Analysis

144

4.11.4.6 Structural Equation Modelling

144

4.11.4.7 Comparison and Evaluation of the Techniques to Explore Relationships

145

4.11.5 Conclusion of Data Analysis Methods

146

4.12 Plus Size Fashion Online Shopping Motivations Research Design Framework

146

4.13 Summary

150

Chapter 5 Hypotheses Identification

151

5.1 Introduction

151

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5.2 The Research and Analysis 5.2.1 Hypothesis 1 5.2.2 Hypothesis 2 5.2.3 Hypothesis 3

5.3 Summary

Chapter 6 Statistical Data Analysis and Discussion

6.1 Introduction 6.2 Characteristics of Sample 6.3 Descriptive Statistical Analysis 6.4 Reliability Analysis

6.4.1 Invalid Case Extraction 6.4.2 Cronbach's Alpha 6.4.3 Corrected Item?Total Correlation 6.5 Exploratory Factor Analysis: Principle Component Analysis 6.5.1 Data Factorability 6.5.1.1 Bartlett's Test of Sphericity 6.5.1.2 Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) 6.5.2 Identifying Factors 6.5.3 Variance of Factors 6.5.4 Loadings of Scale Items into Identified Factors 6.5.6 Interpretation of Factors 6.5.6.1 Gratification 6.5.6.2 Fashion Interest 6.5.6.3 Selection 6.5.6.4 Cost Saving 6.5.6.5 Promotion 6.5.6.6 Value 6.5.6.7 Privacy 6.5.6.8 Convenience 6.5.6.9 Website Fashionability Functions 6.5.7 Unloaded Scale Items 6.5.8 Discussion of Factors 6.5.8.1 Gratification 6.5.8.2 Fashion Interest 6.5.8.3 Selection 6.5.8.4 Cost Saving 6.5.8.5 Promotion 6.5.8.6 Value 6.5.8.7 Privacy

Contents

151 151 152 152 152

153

153 153 154 157 157 158 158 160 160 161 161 161 163 163 166 166 167 167 168 169 169 170 170 171 172 172 172 173 175 176 177 177 178

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6.5.8.8 Convenience 6.5.8.9 Website Fashion Functions 6.5.8.10 Key Discussion Points Summary 6.5.9 Reliability Analysis 6.5.10 Exploratory Factor Analysis Summary 6.6 Confirmatory Factor Analysis 6.6.1 Confirmatory Factor Analysis Model 6.6.2 Goodness-of-Fit Analysis 6.6.2.1 Relative Chi-Square 6.6.2.2 Root Mean Square Error of Approximation (RMSEA) 6.6.2.3 Comparative Fit Index (CFI) 6.6.2.4 Summary of Goodness-of-Fit Measures 6.6.2.5 Assessing the Fit of the Confirmatory Factor Analysis Model 6.6.2.5.1 Modification 6.6.2.5.1.i Modified Model 6.6.3 Loadings 6.6.4 Unidimensionality Analysis 6.6.4.1 Unidimensionality of the Confirmatory Factor Analysis Model 6.6.5 Reliability Analysis 6.6.5.1 Reliability of the Confirmatory Factor Analysis Model 6.6.7 Convergent Validity 6.6.8 Discriminant Validity 6.6.9 Face Validity 6.6.9.1 Gratification 6.6.9.2 Fashion Interest 6.6.9.3 Selection 6.6.9.4 Cost Saving 6.6.9.5 Promotion 6.6.9.6 Value 6.6.9.7 Privacy 6.6.9.8 Convenience 6.6.9.9 Website Fashion Functions 6.6.9.10 Key Discussion Points Summary 6.6.10 Nomological Validity 6.6.10.1 Gratification 6.6.10.2 Fashion Interest 6.6.10.3 Selection 6.6.10.4 Cost Saving 6.6.10.5 Promotion 6.6.10.6 Value

Contents

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