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The purpose of this study is to investigate the salient effects of product evaluative cues from a cross-national perspective. A web-based survey consisted of eight measuring items of environmental commitment and behaviour, 20 items of product cues, and demographic and behavioural questions were employed. A total of 321 and 309 usable surveys were collected from Canada and India, respectively. The results revealed that Canadian and Indian consumers were more concerned about psychic/aesthetic and physical/functional cues than extrinsic and sustainable cues. In particular, fit and comfort were perceived as the two most important evaluative criteria by both samples. Indian consumers relied more heavily on ‘no child labour’ and ‘no animal skin usage’ cues to evaluate apparel products than their Canadian counterparts. The findings underpin several implications, including aesthetic longevity, versatility, durability, and affordability of clothing, as well as transparency on sustainable production and practices
Osmud Rahman; Benjamin C. M. Fung; Devender Kharb. Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives. International Journal of Fashion Design, Technology and Education 2021, 14, 151 -161.
AMA StyleOsmud Rahman, Benjamin C. M. Fung, Devender Kharb. Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives. International Journal of Fashion Design, Technology and Education. 2021; 14 (2):151-161.
Chicago/Turabian StyleOsmud Rahman; Benjamin C. M. Fung; Devender Kharb. 2021. "Factors influencing consumer choice: a study of apparel and sustainable cues from Canadian and Indian consumers’ perspectives." International Journal of Fashion Design, Technology and Education 14, no. 2: 151-161.
PurposeThe purpose of this study is to expand the existing knowledge on fashion consumption in general and age/gender effects on clothing choice in particular. This study was undertaken to empirically examine the importance of various sustainable and non-sustainable apparel cues, as well as the functional, aesthetic, symbolic, financial, environmental and social/ethical aspects of clothing. Although Poland's economy has been transformed remarkably over the last decade, there is still a paucity of empirical research focusing on this area has been conducted.Design/methodology/approachA self-administered online survey was employed for this study. Twenty product cues (10 non-sustainable cues and 10 sustainable), eight items of ‘environmental commitment and behaviour’ measuring scale and demographic questions were used for data collection and empirical testing.FindingsA total of 288 useable surveys were collected for analysis. The results revealed that many Polish consumers would not purchase a sustainable or ‘green’ product if it did not provide enough aesthetic, functional and financial benefits to satisfy their needs and aspirations. Women were more reliant on garment fit and style than men. Our findings underscore several meaningful implications and useful information. Sustainable fashion is not merely about environmental, social and ethical benefits, but their aesthetic, functional, symbolic and financial values must be factored in as well.Originality/valueThere is limited empirical research examining the age and gender effects in relation to sustainable and non-sustainable apparel cues. Unlike many previous research that only focused on one dimension or single aspect of clothing (e.g. aesthetic/hedonic attribute or functional/utilitarian attribute).
Osmud Rahman; Małgorzata Koszewska. A study of consumer choice between sustainable and non-sustainable apparel cues in Poland. Journal of Fashion Marketing and Management: An International Journal 2020, 24, 213 -234.
AMA StyleOsmud Rahman, Małgorzata Koszewska. A study of consumer choice between sustainable and non-sustainable apparel cues in Poland. Journal of Fashion Marketing and Management: An International Journal. 2020; 24 (2):213-234.
Chicago/Turabian StyleOsmud Rahman; Małgorzata Koszewska. 2020. "A study of consumer choice between sustainable and non-sustainable apparel cues in Poland." Journal of Fashion Marketing and Management: An International Journal 24, no. 2: 213-234.
Sustainability has received widespread attention in both academia and industry, but there is still a paucity of research investigating the relationships between gender, consumer innovativeness, and clothing, as well as how they may influence sustainable practices. The overarching objective of this study is to investigate clothing expenditure, product cues (intrinsic, extrinsic and sustainable), gender (men and women) and consumer innovativeness (fashion innovators and non-innovators) in China, in order to find out how these factors may influence consumers’ choices. To address the research objective, 10 intrinsic cues, three extrinsic cues, and seven sustainable cues were used to investigate apparel consumers’ choices and preferences. A self-administered online survey consisted of eight items on sustainable commitment and behaviour, six items of fashion innovativeness adapted from the Domain-Specific Innovativeness scale, 20 items concerning product cues, and numerous demographic and behaviour-related questions. In total, 1819 usable data were collected in China, including 614 males and 1196 females. The results revealed that four out of eleven hypotheses were supported, another four were partially supported, while the remainders were not. For example, both female consumers and fashion innovators relied more on style and colour to evaluate an apparel product than fashion non-innovators and male consumers. However, men tended to rely more on the brand name and country of origin to guide their product selection and purchases than women. In terms of the influence of sustainable cues, Chinese consumers are more concerned about the social/ethical cues than environmental cues. Interestingly, women were more concerned about “no animal skin use” in evaluating apparel products than men. All in all, the results of this study can provide valuable information and meaningful insight for fashion designers, product developers, and marketers to develop effective communication strategies to guide potential customers in understanding a plethora of apparel values, including functionality, aesthetics, finances, altruism, and sustainability.
Osmud Rahman; Benjamin C.M. Fung; Zhimin Chen. Young Chinese Consumers’ Choice between Product-Related and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness. Sustainability 2020, 12, 3818 .
AMA StyleOsmud Rahman, Benjamin C.M. Fung, Zhimin Chen. Young Chinese Consumers’ Choice between Product-Related and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness. Sustainability. 2020; 12 (9):3818.
Chicago/Turabian StyleOsmud Rahman; Benjamin C.M. Fung; Zhimin Chen. 2020. "Young Chinese Consumers’ Choice between Product-Related and Sustainable Cues—The Effects of Gender Differences and Consumer Innovativeness." Sustainability 12, no. 9: 3818.
In order to advance our knowledge about consumers’ shopping behaviour and preferences in two emerging markets (China and India), the current study was undertaken to investigate (1) apparel consumers’ shopping behaviour; (2) the effect of consumer innovativeness, and (3) the salient impact of apparel evaluative cues. An online self-administered survey consisted of shopping behavioural questions, the Domain Specific Innovativeness (DSI) scale, 12 apparel cues, and demographic questions were used for this study. In total, 266 and 236 usable data were collected from Chinese and Indian female participants respectively. The findings indicated that Chinese and Indian fashion innovators tended to spend more money on new clothes than non-innovators. Chinese fashion innovators spent significantly more time shopping online than did Indian innovators. In terms of the importance of evaluative cues, fashion innovators and non-innovators in both countries considered fit to be the most important cue; style, colour, and comfort played a relatively important role in clothing evaluation as well, but ease of care and durability were cited as relatively less important among many other cues. The two least important cues were brand name and country of origin.
Osmud Rahman; Zhimin Chen; Benjamin C. M. Fung; Devender Kharb. A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India. The Journal of The Textile Institute 2019, 111, 334 -344.
AMA StyleOsmud Rahman, Zhimin Chen, Benjamin C. M. Fung, Devender Kharb. A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India. The Journal of The Textile Institute. 2019; 111 (3):334-344.
Chicago/Turabian StyleOsmud Rahman; Zhimin Chen; Benjamin C. M. Fung; Devender Kharb. 2019. "A cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India." The Journal of The Textile Institute 111, no. 3: 334-344.
Purpose The purpose of this paper is to gain a deeper understanding of how income, cognitive age, physiological change and life-changing events may affect older consumers’ shopping behaviours and preferences. Design/methodology/approach In-depth semi-structured interview was employed for this study. In total, 13 informants were recruited in Toronto, including 11 females and 2 males aged between 51 and 80 years. Content analysis and holistic interpretation were employed for data analysis. Findings According to the findings, price was a major concern to many informants regardless of their income level. The relationship between “feel age”, “look age”, or even “health age”, are not always positively correlated. The vast majority of the informants preferred shopping at the brick-and-mortar stores over online shopping. Some informants experienced difficulties or challenges in finding clothing that fit well due to the change of their body shapes. In addition, many informants needed to adjust their personal needs and buying priorities to cope with their changing personal situations and social roles. Practical implications Other than the price and mobility issues, older consumers encounter different challenges when they shop for different products. It is imperative for retailers, service providers and product developers to understand the older consumers’ changing needs, aspirations and challenges through diverse perspectives – the transition of social roles, physiological change and life-changing events. Originality/value Many prior studies are merely focused on one topic (e.g. cognitive age) or product category (e.g. clothing). Through this multidimensional and mixed categorical approach, new knowledge and insights can be generated and added to the current body of research.
Osmud Rahman; Hong Yu. Key antecedents to the shopping behaviours and preferences of aging consumers. Journal of Fashion Marketing and Management: An International Journal 2019, 23, 193 -208.
AMA StyleOsmud Rahman, Hong Yu. Key antecedents to the shopping behaviours and preferences of aging consumers. Journal of Fashion Marketing and Management: An International Journal. 2019; 23 (2):193-208.
Chicago/Turabian StyleOsmud Rahman; Hong Yu. 2019. "Key antecedents to the shopping behaviours and preferences of aging consumers." Journal of Fashion Marketing and Management: An International Journal 23, no. 2: 193-208.
The purpose of the study was to investigate the branding strategies implemented by the Beijing Aimer Lingerie Company Ltd. that support its success. A case study method was used which included on-site visits and in-depth interviews with Aimer executives, mid-level managers, and frontline employees. Additionally, a review of the company’s website and internal documents, as well as an extensive external search of relevant news reports, social media contents, industry information, and academic literature contributed to the data source. The study adopted a deductive content analysis strategy by integrating Balmer and Gray’s (2003) C2ITE framework and the luxury fashion brand dimensions, and used triangulation as a validation strategy. The most important element of Aimer’s success is strategic planning and continuous brand development. In every step of Aimer’s business development, the executive team strategically planned its next step and had a clear vision for the future. Aimer executed well for each dimension of the analytical framework (Cultural, Marketing Communication, Tangible Branding, Intangible Branding, and Commitment) except one: brand signature (Cultural dimension). The findings provide valuable implications for other Chinese apparel manufacturers striving to establish their own brands, as well as global companies that compete in the Chinese marketplace.
Hong Yu; Osmud Rahman; Yi Yan. Branding strategies in transitional economy: The case of Aimer. Journal of Global Fashion Marketing 2019, 10, 1 -17.
AMA StyleHong Yu, Osmud Rahman, Yi Yan. Branding strategies in transitional economy: The case of Aimer. Journal of Global Fashion Marketing. 2019; 10 (1):1-17.
Chicago/Turabian StyleHong Yu; Osmud Rahman; Yi Yan. 2019. "Branding strategies in transitional economy: The case of Aimer." Journal of Global Fashion Marketing 10, no. 1: 1-17.
Hong Yu; Osmud Rahman. Inclusive apparel shopping experiences for older consumers in China: product attributes and retail environment. The International Review of Retail, Distribution and Consumer Research 2018, 28, 531 -553.
AMA StyleHong Yu, Osmud Rahman. Inclusive apparel shopping experiences for older consumers in China: product attributes and retail environment. The International Review of Retail, Distribution and Consumer Research. 2018; 28 (5):531-553.
Chicago/Turabian StyleHong Yu; Osmud Rahman. 2018. "Inclusive apparel shopping experiences for older consumers in China: product attributes and retail environment." The International Review of Retail, Distribution and Consumer Research 28, no. 5: 531-553.
Purpose The purpose of this paper is to gain an understanding of baby boomers’ physiological and psychological needs through clothing consumption. Design/methodology/approach A qualitative research approach was employed for this study. Data were collected from two generational segments: early baby boomers (1946–1954), and late baby boomers (1955–1964). In total, 13 informants aged from 53 to 71 years were participated in this study. Content analysis and interpretive approach were used for data analysis. Findings According to the findings, there are several reasons why the baby boomers shopped for clothing, including a way of stress relief or retail therapy, wardrobe update, replacement of worn-out garments, attractiveness of clothing styles and convenience. Style, fit, comfort and colour were the four most important product evaluative cues. Other than product cues, age appropriateness is an important factor for clothing consumption. Many informants were disappointed with their current body type, shopping experience and the industry offers. Practical implications Age-appropriate clothing can give wearers greater self-assurance/-gratification. If fashion designers create their products based on the baby boomers’ cognitive age, it would probably increase their customers’ acceptance and satisfaction. Originality/value The rapid growth of the aging population is a global phenomenon. Therefore, investigating the needs and challenges of the baby boomer generation is both timely and imperative. This study intended to offer new knowledge on the issues of baby boomers’ unmet needs, and provide insights and implications to fashion practitioners.
Osmud Rahman; Hong Yu. A study of Canadian female baby boomers. Journal of Fashion Marketing and Management: An International Journal 2018, 22, 509 -526.
AMA StyleOsmud Rahman, Hong Yu. A study of Canadian female baby boomers. Journal of Fashion Marketing and Management: An International Journal. 2018; 22 (4):509-526.
Chicago/Turabian StyleOsmud Rahman; Hong Yu. 2018. "A study of Canadian female baby boomers." Journal of Fashion Marketing and Management: An International Journal 22, no. 4: 509-526.
There are limited empirical studies that have focused on apparel consumers in India, and none of the previous research has explicitly examined the relationship between fashion innovativeness, consumers’ shopping behaviour, product evaluative cues and fashion information sources. This study is intended to address this research gap. A self-administered survey was used for this study. In total, usable data were collected from 230 female participants aged from 18 to 25 years in New Delhi, India. The results indicated that fashion innovators spent more money on new clothes and shopped more frequently online/offline per year than did fashion non-innovators. Garment fit and comfort were perceived as the two most significant cues for both consumer groups. Fashion innovators relied more often on impersonal or marketer-dominated sources – for fashion information including magazines, store/window displays and celebrities, while fashion non-innovators were more reliant on personal or non-marketer-dominated sources including parents, friends and siblings.
Osmud Rahman; Devender Kharb. Fashion innovativeness in India: shopping behaviour, clothing evaluation and fashion information sources. International Journal of Fashion Design, Technology and Education 2018, 11, 287 -298.
AMA StyleOsmud Rahman, Devender Kharb. Fashion innovativeness in India: shopping behaviour, clothing evaluation and fashion information sources. International Journal of Fashion Design, Technology and Education. 2018; 11 (3):287-298.
Chicago/Turabian StyleOsmud Rahman; Devender Kharb. 2018. "Fashion innovativeness in India: shopping behaviour, clothing evaluation and fashion information sources." International Journal of Fashion Design, Technology and Education 11, no. 3: 287-298.
Dynamiczne zmiany współczesnego życia społecznego wymuszają na człowieku podejmowanie nieustannych wyborów spośród gamy możliwości wyborów konsumenckich. Jeden z tych wyborów odnosi się do ubioru, który jakkolwiek pozostaje w sferze autonomicznego wyboru jednostki, to po części pozostaje pod wpływem uwarunkowań kulturowych, a także międzynarodowych.Artykuł podejmuje próbę opisu i porównania postaw konsumentów wobec mody w trzech krajach o różnych kulturach, poziomach rozwoju gospodarczego i podejścia do zagadnień środowiskowych i społecznych: w Indiach, w Kanadzie i w Polsce. Dane empiryczne zebrano metodą ilościową z zastosowaniem kwestionariusza ankiety umieszczonego w Internecie (CAWI).Wydaje się prawdopodobne, że respondenci wykazują się umiarkowanym zainteresowaniem najnowszymi trendami modowymi i znajomością nazwisk projektantów; rzadko dostrzegają najnowsze trendy modowe, chociaż uważają się za osoby podążające za takimi trendami. Ponadto respondenci w małym stopniu podejmują odważne działania w sferze mody. Między poszczególnymi narodowościami występują istotne różnice statystyczne.
Błażej Dyczewski; Małgorzata Koszewska; Osmud Rahman; Devender Kharb. Międzynarodowe uwarunkowania postaw nabywców odzieży wobec mody. Na przykładzie Polski, Kanady i Indii. Roczniki Kulturoznawcze 2018, 9, 105 -118.
AMA StyleBłażej Dyczewski, Małgorzata Koszewska, Osmud Rahman, Devender Kharb. Międzynarodowe uwarunkowania postaw nabywców odzieży wobec mody. Na przykładzie Polski, Kanady i Indii. Roczniki Kulturoznawcze. 2018; 9 (4):105-118.
Chicago/Turabian StyleBłażej Dyczewski; Małgorzata Koszewska; Osmud Rahman; Devender Kharb. 2018. "Międzynarodowe uwarunkowania postaw nabywców odzieży wobec mody. Na przykładzie Polski, Kanady i Indii." Roczniki Kulturoznawcze 9, no. 4: 105-118.
Topic models were proposed to detect the underlying semantic structure of large collections of text documents to facilitate the process of browsing and accessing documents with similar ideas and topics. Applying topic models to short text documents to extract meaningful topics is challenging. The problem becomes even more complicated when dealing with short and noisy micro-posts in Twitter that are about one general topic. In such a case, the goal of applying topic models is to extract subtopics. This results in topics represented by similar sets of keywords, which in turn makes the process of topic interpretation more confusing. In this paper we propose a new method that incorporates Twitter-LDA, WordNet, and hashtags to enhance the keyword labels that represent each topic. We emphasize the importance of different keywords to different topics based on the semantic relationships and the co-occurrences of keywords in hashtags. We also propose a method to find the best number of topics to represent the text document collection. Experiments on two real-life Twitter datasets on fashion suggest that our method performs better than the original Twitter-LDA in terms of perplexity, topic coherence, and the quality of keywords for topic labeling.
Sarah A. Alkhodair; Benjamin C. M. Fung; Osmud Rahman; Patrick C. K. Hung. Improving interpretations of topic modeling in microblogs. Journal of the Association for Information Science and Technology 2017, 69, 528 -540.
AMA StyleSarah A. Alkhodair, Benjamin C. M. Fung, Osmud Rahman, Patrick C. K. Hung. Improving interpretations of topic modeling in microblogs. Journal of the Association for Information Science and Technology. 2017; 69 (4):528-540.
Chicago/Turabian StyleSarah A. Alkhodair; Benjamin C. M. Fung; Osmud Rahman; Patrick C. K. Hung. 2017. "Improving interpretations of topic modeling in microblogs." Journal of the Association for Information Science and Technology 69, no. 4: 528-540.
The purpose of this paper is to investigate and identify the salient effects of apparel evaluativ1e cues in order to enrich our understanding of consumer preferences and behaviour in two different socio-cultural contexts – Canada from the west and China of the east. Online and paper questionnaires were used to collect data from Canada and China. Based on the prior research, 14 hypotheses were developed, and SPSS statistical analyses were used for this study. According to the findings, Canadian and Chinese participants used price as an indicator of product quality and/or monetary sacrifice. Overall, the consumers from both countries were more concerned about the garment fit and style than brand name and country of origin. It is imperative for fashion practitioners to prioritise their resources and focus more on product research/design and prototype development. Fit, comfort and fabric were strongly correlated except in the “fit and comfort” of the Canadian sample. In addition, durability, ease of care and wardrobe coordination play a relatively less significant clothing evaluative role than many other product cues. There are relatively few research studies have focussed on apparel consumer behaviour, and the salient impact of product-evaluative cues – particularly from a cross-national perspective. This study covers a wide array of important evaluative cues, and provides meaningful insights to both fashion academicians and practitioners. This is one of the few studies provide an in-depth and comprehensive report on the role and effects of apparel product cues.
Osmud Rahman; Benjamin C.M. Fung; Zhimin Chen; Xiang Gao. A cross-national study of apparel consumer preferences and the role of product-evaluative cues. Asia Pacific Journal of Marketing and Logistics 2017, 29, 796 -812.
AMA StyleOsmud Rahman, Benjamin C.M. Fung, Zhimin Chen, Xiang Gao. A cross-national study of apparel consumer preferences and the role of product-evaluative cues. Asia Pacific Journal of Marketing and Logistics. 2017; 29 (4):796-812.
Chicago/Turabian StyleOsmud Rahman; Benjamin C.M. Fung; Zhimin Chen; Xiang Gao. 2017. "A cross-national study of apparel consumer preferences and the role of product-evaluative cues." Asia Pacific Journal of Marketing and Logistics 29, no. 4: 796-812.
Osmud Rahman; Henry Navarro. A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice. A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice 2017, 1 .
AMA StyleOsmud Rahman, Henry Navarro. A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice. A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice. 2017; ():1.
Chicago/Turabian StyleOsmud Rahman; Henry Navarro. 2017. "A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice." A Comprehensive Study of Short Male Consumers: Garment Fit, Body Size and Clothing Choice , no. : 1.
The objectives of this study are twofold: (1) to provide insights and in-depth information regarding the impact of attitudes of female baby boomers in Taiwan toward aging through clothing, and (2) to understand how female baby boomers in Taiwan behave in different contexts in regard to clothing choice, usage and consumption. In order to understand how baby boomers think, feel and behave during the process of aging, clothing was selected as a vehicle to illuminate the complex relationships among various attributes—physiological and psychological change, dress and appearance, body image, lifestyle, and social activities. The qualitative research method was used to collect data from 14 mature female consumers ranging in age from 50 to 59 years. According to our findings, social activities and appropriate clothing styles can provide aging consumers self-assurance/-gratification as well as a healthy state of mind and spirit. It is evident that many Taiwanese baby boomers were concerned with modesty, age appropriateness, and physical and psychological comfort when it comes to apparel consumption. Although their bodies transformed with age, most of our informants expressed an acceptance and sense of comfort with their physical change, and they felt “young-at-heart”; therefore, chronological age is not a good indicator of consumer attitudes towards the evolving stages of life.
Osmud Rahman; Wan-Tien Chang. Understanding Taiwanese Female Baby Boomers through their Perceptions of Clothing and Appearance. Fashion Practice 2016, 10, 53 -77.
AMA StyleOsmud Rahman, Wan-Tien Chang. Understanding Taiwanese Female Baby Boomers through their Perceptions of Clothing and Appearance. Fashion Practice. 2016; 10 (1):53-77.
Chicago/Turabian StyleOsmud Rahman; Wan-Tien Chang. 2016. "Understanding Taiwanese Female Baby Boomers through their Perceptions of Clothing and Appearance." Fashion Practice 10, no. 1: 53-77.
Many consumers are contented with the fast fashion styles, abundant choices, and affordable price. However, other consumers and environmental advocates began to question about this fast fashion system, including the problems of overconsumption and disposable clothing. As a result, many fashion practitioners and scholars have been developing different strategies and methods to minimise the fabric waste, and prolong the product lifespan through innovative design. The objectives of this study are twofold: (1) to explore various techniques for creating transformable clothing and (2) to gain a deeper understanding of how individuals (entrepreneurs, designers, professors, and consumers) respond to their perceptions of transformable clothing, and issues of sustainability in China. This study consists of three stages – design experiments, in-depth interviews, and online surveys. In stage one, various design prototypes were developed, with one of them being selected as the visual stimuli for stages two and three. According to our results, many informants and online participants supported the concept of sustainable fashion as well as the idea of transformable garments. However, many professionals had numerous concerns regarding the production cost, practicality, adaptability, and saleability.
Osmud Rahman; Minjie Gong. Sustainable practices and transformable fashion design – Chinese professional and consumer perspectives. International Journal of Fashion Design, Technology and Education 2016, 9, 233 -247.
AMA StyleOsmud Rahman, Minjie Gong. Sustainable practices and transformable fashion design – Chinese professional and consumer perspectives. International Journal of Fashion Design, Technology and Education. 2016; 9 (3):233-247.
Chicago/Turabian StyleOsmud Rahman; Minjie Gong. 2016. "Sustainable practices and transformable fashion design – Chinese professional and consumer perspectives." International Journal of Fashion Design, Technology and Education 9, no. 3: 233-247.
Osmud Rahman; Benjamin Fung; Alexia Yeo. Exploring the Meanings ofHijabthrough Online Comments in Canada. Journal of Intercultural Communication Research 2016, 45, 214 -232.
AMA StyleOsmud Rahman, Benjamin Fung, Alexia Yeo. Exploring the Meanings ofHijabthrough Online Comments in Canada. Journal of Intercultural Communication Research. 2016; 45 (3):214-232.
Chicago/Turabian StyleOsmud Rahman; Benjamin Fung; Alexia Yeo. 2016. "Exploring the Meanings ofHijabthrough Online Comments in Canada." Journal of Intercultural Communication Research 45, no. 3: 214-232.
It is imperative for mall operators in China to gain insights into consumer shopping behaviours that will allow them to further develop their mall personalities, in order to better differentiate themselves from the competition. The overarching objective of the present study was two-fold: to increase our understanding about contemporary Chinese shoppers; and to examine the relationships among mall personality, fashion orientation, shopping value and mall patronage intention. This study presents the results of a research survey conducted in Wuhan, China. Partial Least Square Structural Equation Modeling (PLS SEM) was used to analyze the survey responses from 324 shopping mall patrons. The findings indicate that consumers' fashion orientation has a significant influence based on their perception of the shopping mall personality. The path model analysis revealed that consumers' perception of shopping value had the strongest effect on their shopping intentions at the mall.
Osmud Rahman; Ken Kwong-Kay Wong; Hong Yu. The effects of mall personality and fashion orientation on shopping value and mall patronage intension. Journal of Retailing and Consumer Services 2016, 28, 155 -164.
AMA StyleOsmud Rahman, Ken Kwong-Kay Wong, Hong Yu. The effects of mall personality and fashion orientation on shopping value and mall patronage intension. Journal of Retailing and Consumer Services. 2016; 28 ():155-164.
Chicago/Turabian StyleOsmud Rahman; Ken Kwong-Kay Wong; Hong Yu. 2016. "The effects of mall personality and fashion orientation on shopping value and mall patronage intension." Journal of Retailing and Consumer Services 28, no. : 155-164.
Minjie Gong; Osmud Rahman. TRANSFORMABLE GARMENT: SUSTAINABLE FASHION AND MASS CUSTOMIZATION. Global Fashion Management Conference 2015, 4, 523 -537.
AMA StyleMinjie Gong, Osmud Rahman. TRANSFORMABLE GARMENT: SUSTAINABLE FASHION AND MASS CUSTOMIZATION. Global Fashion Management Conference. 2015; 4 (5):523-537.
Chicago/Turabian StyleMinjie Gong; Osmud Rahman. 2015. "TRANSFORMABLE GARMENT: SUSTAINABLE FASHION AND MASS CUSTOMIZATION." Global Fashion Management Conference 4, no. 5: 523-537.
Wan-Tien Chang; Osmud Rahman. A STUDY OF TAIWANESE FEMALE CONSUMERS THROUGH AGING AND CLOTHING CONSUMPTION. Global Fashion Management Conference 2015, 4, 461 -472.
AMA StyleWan-Tien Chang, Osmud Rahman. A STUDY OF TAIWANESE FEMALE CONSUMERS THROUGH AGING AND CLOTHING CONSUMPTION. Global Fashion Management Conference. 2015; 4 (1):461-472.
Chicago/Turabian StyleWan-Tien Chang; Osmud Rahman. 2015. "A STUDY OF TAIWANESE FEMALE CONSUMERS THROUGH AGING AND CLOTHING CONSUMPTION." Global Fashion Management Conference 4, no. 1: 461-472.
The purpose of this study is twofold: (1) to cluster the respondents into three consumer groups – fashion innovator, fashion follower and laggard and (2) to extract association rules from the data set in order to understand consumers’ preferences. A data-mining method was employed to analyse considerable amount of data collected from four cities as well as to understand the complexity of the diffusion process of multiple apparel products. According to the results of the present study, style was not an important factor for the fashion leaders to purchase socks in Toronto, Hangzhou and Johor Bahru. In terms of t-shirts and evening dresses/suits, 53% and 51% of fashion laggards in China had shown their strong preferences for fit and comfort, respectively. Additionally, 60% of the fashion leaders in Canada had shown a strong preference for fit and style of t-shirts. Although this study is exploratory in nature, we believe that data mining has great potential for investigating fashion diffusion of innovativeness, and more replication of this type of research will be worthwhile and meaningful.
Osmud Rahman; Benjamin C. M. Fung; Wing-Sun Liu. Using data mining to analyse fashion consumers’ preferences from a cross-national perspective. International Journal of Fashion Design, Technology and Education 2013, 7, 42 -49.
AMA StyleOsmud Rahman, Benjamin C. M. Fung, Wing-Sun Liu. Using data mining to analyse fashion consumers’ preferences from a cross-national perspective. International Journal of Fashion Design, Technology and Education. 2013; 7 (1):42-49.
Chicago/Turabian StyleOsmud Rahman; Benjamin C. M. Fung; Wing-Sun Liu. 2013. "Using data mining to analyse fashion consumers’ preferences from a cross-national perspective." International Journal of Fashion Design, Technology and Education 7, no. 1: 42-49.