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Fashion shopping from a VNA perspective: telling the untold story

Arch G. Woodside|Mann Zhang|Galn Lee
한국마케팅과학회 (Korean Scholars of Marketing Science)|2013.03|Journal of Global Fashion Marketing|제4권 제2호|pp. 67-73|DOI 10.1080/20932685.2013.763475

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电影movieblogconsumer motivation消费者动机VNA博客leisure shopping休闲购物
주제분류경영학

초록

This study explores the fashion shopper’s conscious and unconscious motivations andfeelings by replicating and extending the virtual narrative art (VNA) research design ofWoodside and Megehee. Based on the evidences from the blog and the movie, in visualforms such as text excerpts and pictures, this study creates two accounts of VNA thatlink the fashion shopping experience in a series of contextual narratives. The studysheds new light on fashion shopper’s shopping motivations and experience.

Abstract

This study explores the fashion shopper’s conscious and unconscious motivations andfeelings by replicating and extending the virtual narrative art (VNA) research design ofWoodside and Megehee. Based on the evidences from the blog and the movie, in visualforms such as text excerpts and pictures, this study creates two accounts of VNA thatlink the fashion shopping experience in a series of contextual narratives. The studysheds new light on fashion shopper’s shopping motivations and experience.

참고문헌 (15)

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  9. Megehee, C. M., "Creating visual narrative art for decoding stories that consumers and international luxury brands tell", Psychology and Marketing, 27, pp.603~622 (2010)
  10. Sherry, J., "A sociocultural analysis of a Midwestern flea market", Journal of Consumer Research, 17, pp.12~30 (1990)
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  12. Thompson, C. J., "The spoken and the unspoken : A hermeneutic approach to understanding the cultural viewpoints that underlie consumers’ expressed meanings", Journal of Consumer Research, 21, pp.432~452 (1994)
  13. Jay Sang Ryu, "Consumer Attitudes and Shopping Intentions toward Pop-up Fashion Stores", Journal of Global Fashion Marketing, 2(3), pp.139~147 (2011), 한국마케팅과학회
  14. Woodside, A. G., "Advancing consumer behavior theory in tourism via visual narrative art", International Journal of Tourism Research, 12, pp.418~431 (2010)
  15. Woodside, A. G., "When consumers and brands talk : Storytelling theory and research in consumer psychology and marketing", Psychology and Marketing, 25, pp.97~145 (2008)

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