"What does a woman want?" The moderating effect of age in female consumption

Yelena Tsarenko, Yuliya Strizhakova

Research output: Contribution to journalArticleResearchpeer-review

Abstract

This study aims to improve understanding of the factors that influence female purchase behaviour in the context of intimate apparel. This study examines mediating effects of hedonic consumption and interaction with store personnel on the relationship between (a) product attributes and the fitting process and (b) actual purchases. The chronological age of consumers included as a moderator of these indirect relationships. Our findings show that mediation effect of hedonic consumption is more pronounced in younger segment while interaction with store personnel is more apparent among older segment of consumers. These findings inform retailers how to successfully serve various age groups of female consumers.
Original languageEnglish
Pages (from-to)41 - 46
Number of pages6
JournalJournal of Retailing and Consumer Services
Volume26
DOIs
Publication statusPublished - 2015

Cite this

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abstract = "This study aims to improve understanding of the factors that influence female purchase behaviour in the context of intimate apparel. This study examines mediating effects of hedonic consumption and interaction with store personnel on the relationship between (a) product attributes and the fitting process and (b) actual purchases. The chronological age of consumers included as a moderator of these indirect relationships. Our findings show that mediation effect of hedonic consumption is more pronounced in younger segment while interaction with store personnel is more apparent among older segment of consumers. These findings inform retailers how to successfully serve various age groups of female consumers.",
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"What does a woman want?" The moderating effect of age in female consumption. / Tsarenko, Yelena; Strizhakova, Yuliya.

In: Journal of Retailing and Consumer Services, Vol. 26, 2015, p. 41 - 46.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

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AU - Tsarenko, Yelena

AU - Strizhakova, Yuliya

PY - 2015

Y1 - 2015

N2 - This study aims to improve understanding of the factors that influence female purchase behaviour in the context of intimate apparel. This study examines mediating effects of hedonic consumption and interaction with store personnel on the relationship between (a) product attributes and the fitting process and (b) actual purchases. The chronological age of consumers included as a moderator of these indirect relationships. Our findings show that mediation effect of hedonic consumption is more pronounced in younger segment while interaction with store personnel is more apparent among older segment of consumers. These findings inform retailers how to successfully serve various age groups of female consumers.

AB - This study aims to improve understanding of the factors that influence female purchase behaviour in the context of intimate apparel. This study examines mediating effects of hedonic consumption and interaction with store personnel on the relationship between (a) product attributes and the fitting process and (b) actual purchases. The chronological age of consumers included as a moderator of these indirect relationships. Our findings show that mediation effect of hedonic consumption is more pronounced in younger segment while interaction with store personnel is more apparent among older segment of consumers. These findings inform retailers how to successfully serve various age groups of female consumers.

U2 - 10.1016/j.jretconser.2015.05.007

DO - 10.1016/j.jretconser.2015.05.007

M3 - Article

VL - 26

SP - 41

EP - 46

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

SN - 0969-6989

ER -