Investigating the conceptual link between appearance-related self-discrepancies and retail therapy shopping behavior through motivational routes
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 31 August 2023
Issue publication date: 21 February 2024
Abstract
Purpose
The purpose of this study was to propose and examine a conceptual model delineating how two different types of appearance-related self-discrepancies (i.e. the ideal appearance self-discrepancy vs. the ought appearance self-discrepancy) influence retail therapy shopping behavior through motivational route (i.e. approach motivation vs. avoidance motivation).
Design/methodology/approach
This study utilized the online survey for data collection. Using a national sample of 532 US consumers who had retail therapy shopping experience, the conceptual model was tested through various statistical techniques, including confirmatory factor analysis, exploratory factor analysis and structural equation modeling.
Findings
Results revealed that the ought appearance self-discrepancy positively influenced retail therapy shopping behavior through avoidance motivation and emotion-focused coping strategy, whereas the ideal appearance self-discrepancy did not influence retail therapy shopping behavior. The results also suggested that the effect of two different types of appearance-related self-discrepancies on motivations in retail therapy shopping context varied depending on the gender (i.e. male vs. female).
Originality/value
Results suggest implications regarding potential target market strategies to retailers and provide a better understanding of retail therapy shoppers' characteristics and psychological mechanisms for consumer researchers.
Keywords
Citation
Lee, J. and Sadachar, A. (2024), "Investigating the conceptual link between appearance-related self-discrepancies and retail therapy shopping behavior through motivational routes", Journal of Fashion Marketing and Management, Vol. 28 No. 2, pp. 334-356. https://doi.org/10.1108/JFMM-07-2022-0160
Publisher
:Emerald Publishing Limited
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