The impact of body image self-discrepancy on body dissatisfaction, fashion involvement, concerns with fit and size of garments, and loyalty intentions in online apparel shopping

Abstract

<p>The purposes of this study were: (1) to explore the domain of concerns with fit and size of garments using a qualitative technique; (2) to develop scales, measuring them in the offline and online shopping contexts; and (3) to examine the relationships among body image self-discrepancy, body dissatisfaction, fashion involvement, concerns with fit and size of garments, and loyalty intentions based on the self-discrepancy and cognitive dissonance theories.;In Phase 1, the domain of concerns with fit and size of garments was explored using a focus group interview technique. Results of this phase revealed seven distinct, interrelated themes, encompassing both offline and online shopping.;In Phase 2, based on the findings from Phase 1, two concerns with fit and size of garment scales were developed for offline and online shopping. As a result of exploratory and confirmatory factor analyses, five dimensions, including 22 items, were identified for each of the offline and online shopping contexts. It appeared that both offline and online shopping contexts generated similar concerns with fit and size of garments to some extent, but at the same time, the concerns with fit and size in the two different shopping formats were explained by somewhat different dimensions.;In Phase 3, a hypothesized model, examining the relationships among body image self-discrepancy, body dissatisfaction, enduring and situational fashion involvement, concerns with fit and size of garments, and loyalty intentions, was tested using a SEM technique. The results showed that body image self-discrepancy was positively related to body dissatisfaction. Body dissatisfaction was positively related to enduring and situational fashion involvement. Body dissatisfaction was positively associated with five concerns with fit and size of garment dimensions. However, the relationships between enduring and situational fashion involvement and five concerns with fit and size of garment dimensions were not significant. Finally, concerns with overall appearance and concerns with unavailability of size did not influence loyalty intentions; whereas, concerns with imagining fit/size in online shopping negatively affected loyalty intentions.</p>