Fashion Information Seeking by Younger and Older Consumers

Usha Chowdhary

30 citations0/0 files storedClothing and Textiles Research Journal

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Consumer Perception and Purchasing Behavior Consumer Retail Behavior Studies Technology Use by Older Adults

Abstract

The study examined the frequency use of media by younger (college students) and older consumers (65 and over) for both sexes. The Total Design Method (TDM) of Dillman (1978) was used to conduct the research. Nine hundred and fifty older adults and 750 younger consumers participated in the study. Samples were selected from the list of registered voters and the residence hall directory, respectively. Adoption and diffusion of innovations guided the theoretical framework. Descriptive statistics, factor analysis, and t-tests were used to analyze the data. The findings revealed that younger consumers used media more frequently than older consumers and that females used media more often than did their male counterparts. Most commonly used sources of fashion information were identified for both younger and older consumers. Future implications for retailers and consumers were discussed.

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2019Diffusion of Innovations 1 2025Advances in Consumer Research 1982Mail and Telephone Surveys: The Total Design Method.1963Diffusion of Innovations 1979Mail and Telephone Surveys: The Total Design Method.1969Risk Taking and Information Handling in Consumer Behavior 1972Innovative Behavior and Communication 1970The Identity of Women's Clothing Fashion Opinion Leaders

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2000Speciality‐size college females: Satisfaction with retail outlets and apparel fit 2010Information seeking by female apparel consumers in South Africa during the fashion decision‐making process 1999Older females as a market segment for well‐fitting clothing 1994Attitudes of Women over 50 toward Apparel and Media 2000Correlates of apparel significance among older men and women 1998Relationship Between Age, Store Attributes, Shopping Orientations, and Approach-Avoidance Behavior of Elderly Apparel Consumers

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