• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.411-427
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• 2018

This study is to understand the inner psychological state of consumers who pursue a retail therapy effect through fashion product shopping. Qualitative research on the whole process from the point of time of occurrence of shopping motivation to the end of shopping motivation was performed. The researcher became a virtual shopping partner during shopping and conducted a natural conversation interview using a mobile instant messenger program (Kakao Talk). After shopping, participants were asked to write a diary on that day. Collected data were analyzed by applying the grounded theory approach suggested by Strauss and Corbin (1998). Casual Condition, represented everyday stress and Contextual Condition indicated the self-healing consumption trend. Main Phenomena showed a mood change during the fashion shopping process. The sense of emancipation from the place, the satisfaction from the maintenance of social relations, and the sense of accomplishment through purchases were revealed. Intervening Condition showed the consideration in the process of shopping for fashion products, such as providing a try-on experience, price promotion, and involvement of a companion. Action Interaction Strategy was the shopping behavior for the positive emotion increase and negative emotion decrease. Consequence represented a retail therapy in shopping for fashion products.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.4
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• pp.714-726
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• 2021

The purpose of this study is to investigate the effect of retail therapy (RT) values and the role of body consciousness on therapeutic shopping motivations and outcomes. In order to accomplish our research aim, we investigated therapeutic shopping values (i.e., positive mood reinforcement and negative mood reduction) and the moderating effects of body surveillance, body shame, and weight preoccupation. A total of 247 female college students in the United States participated in an online Qualtrics survey, and structural equation modeling (SEM) and multigroup analysis were performed to analyze the data. The findings reveal that therapeutic shopping values (positive mood reinforcement and negative mood reduction) significantly influence therapeutic shopping motivation. Therapeutic shopping motivation, in turn, positively influences therapeutic shopping outcomes. Moreover, weight preoccupation moderates the relationship between negative mood reduction and therapeutic shopping motivation, suggesting that RT should especially be utilized for weight-conscious individuals. The results can be utilized for retailers to develop marketing strategies for consumers who are conscious about their appearance. Academic and managerial implications, along with future research, are suggested.

• International Journal of Computer Science & Network Security
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• v.22 no.1
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• pp.149-160
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• 2022

The article considers the peculiarities of developing a marketing strategy for the adaptation of small businesses to quarantine restrictions in the field of commercial entrepreneurship. The importance of reformatting the existing marketing strategy in connection with the change of key conditions of trade activity with the introduction of quarantine restrictions due to the covid19 virus epidemic is substantiated. Quarantine restrictions and the temporary introduction of lockdown in various countries around the world, including Ukraine, have not only caused a crisis for small businesses. But they became a shock therapy and accelerated the digitalization of retail. Trends in digitalization and development of digital infrastructure allow both to adapt the structures of commercial entrepreneurship to the current conditions, and set directions for development in the long run. Particular attention in the article is paid to changing the business model and automation of sales processes based on the introduction of vending. The preconditions and existing experience of vending in Ukraine are analyzed. An outline of the business model of the project for the sale of goods through vending machines has been developed.