Self-Construals, Types of Social Media Usage, and Consumer Decision-Making Styles -- A Study of Young Asian Americans

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2016-11-08
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Tao, Qiong (Sarah)
Hahn, Kim
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.

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Limited studies have included social media behavior as a variable in shaping the consumer's decision-making styles (DMS) in a contemporary setting or self-construals as an individual characteristic that might influence specific social media platform behavior. Therefore, this study aimed to investigate (1) self-construals of young Asian Americans, (2) the relationship between self-construals and different types of social media usage, (3) the relationship between different types of social media usage and DMS, and (4) the relationship between self-construals and DMS in purchasing apparel among young Asian Americans. The majority of participants held both high interdependent and independent self-construal. Independent self-construal had a statistically significant positive relationship with the frequency of updating social media, especially for YouTube. The strongest relationship between social media usage and DMS was between opinion seeking on YouTube and perfectionistic DMS. This study is especially useful for apparel companies seeking to market products to young Asian American consumers.

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