A research on consumers' motivations and omni channel preferences in fashion shopping

The aim of this research is to reveal the profiles of consumers in terms of fashion shopping motivations and to determine the omni-channel usage tendencies of different profiles. In order to achieve this aim, a quantitative research was designed using the descriptive research model. The population of the research consists of consumers over the age of 18 who shop for fashion. 455 participants were reached with the convenience sampling technique in the research. The online survey technique was used to collect the data. Explanatory factor analysis, Cronbach reliability coefficient, cluster analysis, One-way ANOVA and Chi-square analysis were used in the analysis of the data. As a result of the explanatory factor analysis, it was determined that fashion shopping motivations consist of nine factors. These factors are named as desire for change and innovation, product performance uncertainty, product presentation, consumer confidence, product selection support, web shopping convenience, price conscious, interest in combinations and product search. The results of the explanatory factor analysis regarding distribution channel preferences show that this structure consists of two dimensions: showrooming and webrooming. Channel integration has a single-factor structure. According to the cluster analysis results, the participants are in three different clusters in terms of fashion shopping motivations. The clusters are named as virtual shopping enthusiasts, apathetics and fashion enthusiasts considering their shopping motivations. The motivations of virtual shopping enthusiasts for the convenience offered by web shopping are very high, and the uncertainty they experience about product performance as a result of online shopping is low. Virtual shopping enthusiasts have very high expectations regarding the presentation of the product they purchase online. This cluster consists of participants with high confidence in choosing the right clothes, and they show low interest in product selection support from a stylist or store personnel. Their combination interests and tendency towards change and innovation are at a medium level. Fashion enthusiasts have high tendencies in terms of following fashion trends and changing their wardrobes compared to participants in other clusters. In this cluster there are participants with stronger motivations in terms of caring about the guidance of a stylist or store personnel in fashion shopping compared to other clusters. They enjoy seeing and examining products in a store atmosphere at a high level. They attach high importance to the conveniences offered by online shopping. When compared to virtual shopping enthusiasts, fashion enthusiasts have quite high tendencies in terms of consumer confidence, product presentation, product search, price conscious and combination interest. Apathetics lag behind virtual shopping enthusiasts and fashion enthusiasts in terms of the convenience offered by web shopping, price conscious, consumer confidence, product search, desire for change and innovation, product presentation and combination interest. There are significant differences between the clusters in terms of channel preferences and channel integration tendencies. Fashion enthusiasts are participants with high showrooming, webrooming and channel integration tendencies. Virtual shopping enthusiasts are ahead of apathetics in terms of showrooming tendencies and behind fashion enthusiasts in terms of webrooming tendencies. Channel integration tendencies are not at a high level. Significant differences were also found between the clusters in terms of age, gender, level of online shopping, tendency to use the Trendyol application and tendency to follow fashion pages.