I LEGGINGS ARE the NEW DENIM: an INVESTIGATION OF

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I LEGGINGS ARE the NEW DENIM: an INVESTIGATION OF LEGGINGS ARE THE NEW DENIM: AN INVESTIGATION OF CONSUMER ACTIVEWEAR EXPERIENCE A Dissertation Submitted to the Temple University Graduate Board In Partial Fulfillment of the Requirement of the Degree DOCTOR OF PHILOSOPHY By Xiaochen Zhou August 2018 Examining Committee Members: Daniel C. Funk, Ph.D., Advisory Chair, School of Sport, Tourism, and Hospitality Management Thilo Kunkel, Ph.D., School of Sport, Tourism, and Hospitality Management Lu Lu, Ph.D., School of Sport, Tourism, and Hospitality Management Clare Hanlon, Ph.D., External Member, Victoria University, Australia i ABSTRACT Building upon the Sport Experience Design (SX) framework of Funk (2017), this dissertation investigates consumer experience with activewear in different usage contexts. The intersection of user and context in the SX framework is examined by integrating the means-end chain theory of Gutman (1982) and the situation research of Belk (1975). This theoretical integration creates a conceptual approach to understand how consumers construct and evaluate the sport experience in different contexts. Three research questions were asked about what types of perceptions consumers develop with activewear, how the perceptions form the means-end chain structure, and how the structure varies across fitness and non-fitness contexts. Findings of Study 1 revealed five important attributes (i.e., fashion design, color and pattern, fit, functional design, and fabric), four consequences (i.e., physical appearance, physical comfort, social relationship, and task facilitation), and three end-state values (i.e., fun and enjoyment, self-respect, and sense of accomplishment) that connect and form the means-end chain structure. Informed by findings of Study 1, Study 2 found the direction of means-end chain structure and its specific paths vary across fitness and non-fitness contexts. Findings contribute to the SX framework by using the means-end chain theory as a theoretical approach to examine consumers’ experience with a sport product while considering the context in which the product is used. Practical implications are provided on how brands can link product attributes with consumers’ self-concepts to enhance the consumer experience. ii ACKNOWLEDGMENTS This dissertation would not have been possible without the support and guidance of many individuals. First and foremost, I would like to thank my advisor and mentor, Dr. Daniel C. Funk. His knowledge and wisdom have not only shaped my research interest in sport consumer experience but also my understandings of academic study. Without Dr. Funk’s guidance and support, I would not have grown so much during my Ph.D. journey. I would also like to thank my committee members, Dr. Lu Lu and Dr. Thilo Kunkel, as well as my external reader, Dr. Clare Hanlon. Their comments and advice have made this dissertation stronger and inspired me with new ideas. I would also like to thank Allison Hossack for her helps on developing this dissertation. I would like to thank all my colleagues and the faculty at the School of Sport, Tourism, and Hospitality Management and the FOX School of Business at Temple University. The intellectual conversations with them help me become a better researcher and pave the way for my future career as a professor. Last but not least, I would like to thank my parents, Caiying Yan and Xuling Zhou, and my husband, Hao Huang, for their love and support. iii TABLE OF CONTENTS Page ABSTRACT ........................................................................................................................ ii ACKNOWLEDGMENTS ................................................................................................. iii LIST OF TABLES ............................................................................................................. ix LIST OF FIGURES ............................................................................................................ x CHAPTER 1. INTRODUCTION ....................................................................................................... 1 Statement of the Problem ........................................................................................ 2 Purpose of the Study ............................................................................................... 3 Significance of the Study ........................................................................................ 4 Delimitation of the Study ........................................................................................ 5 Definition of Terms................................................................................................. 7 2. REVIEW OF LITERATURE ...................................................................................... 8 Sport Experience Design Framework ..................................................................... 8 Means-end Chain Theory ...................................................................................... 12 Inclusiveness and Abstraction................................................................... 13 Means-end Chain Content......................................................................... 14 Attributes....................................................................................... 14 Consequences ................................................................................ 16 iv End-state Values ........................................................................... 18 Means-end Chain Structure....................................................................... 20 The Inclusive and Non-inclusive Views ....................................... 22 The Upward and Downward Directions ....................................... 24 Fitting the Means-end Chain Theory Into the SX Framework ................. 26 Product-Usage Context ......................................................................................... 28 Physical Surrounding ................................................................................ 29 Temporal Perspective................................................................................ 29 Antecedent State ....................................................................................... 30 Social Surrounding.................................................................................... 30 Task Definition ......................................................................................... 31 Summary and the Conceptual Approach .............................................................. 32 Research Questions ............................................................................................... 35 3. METHOD .................................................................................................................. 38 Research Subjects ................................................................................................. 39 Study 1 .................................................................................................................. 40 Participants and Interview Procedure ....................................................... 41 Data Analysis ............................................................................................ 46 Study 2 .................................................................................................................. 48 Participants and Procedure ........................................................................ 49 v Measures ................................................................................................... 54 Data Analysis ............................................................................................ 57 4. RESULTS .................................................................................................................. 61 Study 1 Findings ................................................................................................... 61 Identified Elements, The Implication Matrix, And The HVM ................. 61 Identified Means-End Chain Elements ......................................... 61 The Implication Matrix ................................................................. 65 The Hierarchical Value Map ......................................................... 65 Attributes................................................................................................... 68 Functional Design ......................................................................... 68 Fabric ............................................................................................ 69 Color and Pattern .......................................................................... 69 Fit .................................................................................................. 70 Fashion Design.............................................................................. 71 Consequences ............................................................................................ 72 Physical Appearance ..................................................................... 72 Physical Comfort .......................................................................... 74 Social Relationship ....................................................................... 74 Task Facilitation............................................................................ 75 End-State Values ....................................................................................... 76 vi Fun And Enjoyment .....................................................................
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