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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Fashion Involvement of the First-Time Mother: Online Purchasing or Face-to-Face Purchasing
Author(s)
Iris Gertner Moryossef and Noam Shtokman
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DOI:10.17265/2328-7136/2018.04.004
Affiliation(s)
Hadassa Academic College, Jerusalem, Jerusalem 910001, Israel
ABSTRACT
The first-time mother often
uses the consumption process to overcome the disparity between her old and her
new role and being viewed as the ideal mother in the public consciousness. Research shows that
buying the right clothes and the right fashion is symbolic consumption often
related to demographic variables like age or income, and to other relevant
factors including personality traits and price perception. Becoming a mother
for the first time is one of, if not “the”, most significant transition in the women’s life expressed in
physical, emotional, psychological, and mental changes the pregnant and
post-pregnant mother experiences. Therefore, offering a new approach to the
marketers will help associate them to better identify and fulfill the women’s new needs. This article attempts to
illustrate ways to penetrate the new mother’s world and behavior. Based on popular research it
appears that new mothers often use fashion clothes for their first baby to
activate self-esteem, as well as for prestige sensitivity [1]. Over the last
decade online consumption has increased significantly both globally as well as
in Israel. More new mothers are using the internet to compare and order goods This increasing and
changing trend leads the authors to examine similarity or differences in the fashion
involvement of the new mother. Using a focus group embracing eight first-time mothers, with their
first newborn aged up to 15 months, the authors suggest that even though the online consumption in
Israel is increasing rapidly, new mothers are still likely to buy using
traditional stores. These findings indicate that the new mother is not using the internet
as a purchasing channel, but is likely to collate information through the web
while preferring to do her shopping face to face. The data consider that lack
of time and high involvement in baby’s clothes are the main reasons for not using online
consumption. The research also advises the marketers to use the web only as a
source of information and recommendation for the new mother, based on the fact
that she needs a role model for her behavior in her new position.
KEYWORDS
Fashion involvement, online consumption, first-time mother.
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