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International Journal of Costume and Fashion - Vol. 22 , No. 2
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International Journal of Costume and Fashion - Vol. 22, No. 2, pp. 1-13
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 31 Dec 2022
Received 10 May 2022 Revised 17 Jun 2022 Accepted 27 Jun 2022
DOI: https://doi.org/10.7233/ijcf.2022.22.2.001

Consumer Awareness and Switching Behavior Factors in Contact-Free Shopping : Focusing on Means-End Chain Theory and Laddering Technique
Dayun Jeong†
Lecturer, Department of Fashion, Chung-Ang University, Seoul, South Korea

Correspondence to : †dayunjeong@cau.ac.kr

Citation Jeong, D. (2022). Consumer awareness and switching behavior factors in contact-free shopping: Focusing on means-end chain theory and laddering technique. International Journal of Costume and Fashion, 22(2), 1-13.

Abstract

This study aimed to identify changes in fashion consumer awareness of contact shopping and contact-free shopping in line with the current environment, such as COVID-19 and the spread of digital living, and to derive their characteristics and end-value. To this end, specific factors that directly affect the switching intention of consumers when shopping during the COVID-19 pandemic were extracted. This study was conducted using the means-end chain theory and the laddering technique of qualitative research methods. It targeted 50 consumers aged between 20s–60s who have had experience in purchasing fashion products through contact-free shopping. The results showed that anxiety, discomfort, and unnecessariness were negative effects of contact shopping, and the positive effects of contact-free shopping were convenience, experience satisfaction, usability, and its economical nature. Finally, as the mooring factors for switching intention, the preference for familiarity, unnecessariness, and the pursuit of diversity were derived. This can be a key factor in providing a direction for a contact-free society that becomes the new normal. Therefore, this study sought a method to activate contact-free fashion stores and expects it to be utilized in a marketing method for potential customers in the post-COVID-19 era.

Keywords: Consumer awareness, Contact-free shopping, Influencing factor, Means-end chain theory, Switching behavior
Acknowledgments

This article is part of the author's doctoral dissertation.

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