Information source usage in teen apparel purchases: China, Japan and the United States

Abstract

Purpose China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs. Design/methodology/approach Respondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA. Findings Chinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons). Practical implications The findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations. Originality/value Few, if any, studies have examined differences between Asian and US teens in their apparel information source usage.

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