Comparing shopping channel preferences: Hispanic and Caucasian consumers

Abstract

<p>The Hispanic consumer has become increasingly important with a purchasing power of over $1 trillion (Fahmy, 2010). Additionally, Hispanic consumers are continuing to show this buying power online and most recently it has been through their presence on social media. Despite the mounting evidence of Hispanics’ growing impact and influence on the retail market both traditional and non-traditional, research has lagged behind, and little has been done to investigate this group in terms of their multi-channel shopping behaviors. This research seeks to examine the influence of fashion involvement, fashion consciousness, and shopping enjoyment on Caucasian and Hispanic consumers’ selection of shopping channel.</p>