@article{yu_chapman_moore_2021, title={Profiling Digital Printing Technology Adoption in the Fashion Industry: A New Approach to Exploring Innovation Diffusion}, ISSN={["1793-6950"]}, DOI={10.1142/S0219877022500043}, abstractNote={Digital printing technology (DPT) represents a core innovation that is currently revolutionizing the global decorated apparel market by automating the printing process, facilitating customization, and reducing energy costs and production lead time. However, the fundamental understanding of the emerging DPT market remains unexplored due to its novelty. This study aims to identify DPT diffusion patterns over the past decade in the U.S. market and establish a predictive user profile employing social media-based analytics along with data mining and traditional statistical modeling. A proxy variable is used to measure likely adoption which reflects an S-shaped diffusion curve consistent with Diffusion of Innovations Theory. Additionally, the outcome profile suggests that likely DPT adopters reside in locations that reflect higher levels of education (bachelor’s degrees or higher), relatively young populations (i.e. between 19–34 years of age), proportionately higher incomes generated from art and design occupations, but with lower household annual incomes.}, journal={INTERNATIONAL JOURNAL OF INNOVATION AND TECHNOLOGY MANAGEMENT}, author={Yu, Yanan and Chapman, Lisa Parrillo and Moore, Marguerite M.}, year={2021}, month={Dec} }
 @article{yu_rothenberg_moore_2021, title={Exploring young consumer's decision-making for luxury co-branding combinations}, volume={49}, ISSN={["1758-6690"]}, DOI={10.1108/IJRDM-12-2019-0399}, abstractNote={PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.Design/methodology/approachConjoint analysis was employed to evaluate the relative impact of four major attributes (i.e. brand combinations, retail channels, uniqueness and price) on consumer desirability for luxury co-branding combinations. The data were analysed using desirability indices.FindingsBrand combinations, uniqueness and price significantly impact consumer desirability of luxury co-branding combinations. The luxury brand and sportswear combination results in the highest desirability when price is more similar to the sportswear constituent and participants perceive that the collaboration as exclusive.Practical implicationsThe results suggest that luxury brands need to consider the partnering brand's retail format primarily for co-branding strategy. Luxury brand collaborations with sportswear and premium priced streetwear brands are more likely to result in higher desirability among consumers compared to collaborations with fast fashion and mass-market brands. Additionally, uniqueness may not be effective as a point of differentiation in cases where luxury brands cannot guarantee a single yearly collaboration.Originality/valueThe decision to use existing brands for the fictitious combinations developed more sensible scenarios for respondents. In addition, rather than discrete questions, attribute-based combinations provide a more realistic depiction of consumers' decision making on luxury co-branding. Finally, the results provide marketing practitioners with practical directions for future development of fashion luxury co-branding strategy.}, number={3}, journal={INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT}, author={Yu, Yanan and Rothenberg, Lori and Moore, Marguerite}, year={2021}, pages={341–358} }
 @article{yu_moore_chapman_2021, title={Social network analysis of an emerging innovation: direct-to-garment printing technology}, volume={25}, ISSN={["1758-7433"]}, DOI={10.1108/JFMM-03-2020-0053}, abstractNote={PurposeThe study primarily aims to examine an emerging fashion technology, direct-to-garment (DTG) printing, using data mining-driven social network analysis (SNA). Simultaneously, the study also demonstrates application of a group novel computational technique to capture, analyze and visually depict data for strategic insight into the fashion industry.Design/methodology/approachA total of 5,060 tweets related to DTG were captured using Crimson Hexagon. Python and Gephi were applied to convert, calculate and visualize the yearly networks for 2016–2019. Based on graph theory, degree centrality and betweenness centrality indices guide interpretation of the outcome networks.FindingsThe findings reveal insights into DTG printing technology networks through identification of interrelated indicators (i.e. nodes, edges and communities) over time. Deeper interpretation of the dominant indicators and the unique changes within each of the DTG communities were investigated and discussed.Practical implicationsThree SNA models suggest directions including the dominant apparel categories for DTG application, competing alternatives for apparel decorating approaches to DTG and growing market niches for DTG. Interpretation of the yearly networks suggests evolution of this domain over the investigation period.Originality/valueThe social media based, data mining-driven SNA method provides a novel path and a powerful technique for scholars and practitioners to investigate information among complex, abstract or novel topics such as DTG. Context specific findings provide initial insight into the evolving competitive structures driving DTG in the fashion market.}, number={2}, journal={JOURNAL OF FASHION MARKETING AND MANAGEMENT}, author={Yu, Yanan and Moore, Marguerite and Chapman, Lisa P.}, year={2021}, month={Apr}, pages={274–289} }
 @article{yu_kim_2019, title={Online retailers' return policy and prefactual thinking An exploratory study of USA and China e-commerce markets}, volume={23}, ISSN={["1758-7433"]}, DOI={10.1108/JFMM-01-2019-0010}, abstractNote={
Purpose
The purpose of this paper is to examine how return policies from online fashion retailers from different countries (USA, China and Western European) support consumer need for uncertainty avoidance and lower negative prefactual thinking in two different markets: China and USA.


Design/methodology/approach
A content analysis of eight international online fashion retailers’ return policies in both the China and USA markets was conducted.


Findings
US, Chinese and Western European online fashion retailers have more detailed return policies in the USA market compared to the China market. The results also indicate that US, Chinese and Western European online fashion retailers are more inclined to offer lenient return policies in the USA market which helps to lower consumer perceptions of uncertainty and negative prefactual thinking.


Practical implications
Exploring online retailers’ return policies and how retailers respond to consumers’ level of comfort with uncertainty and tendencies to engage in negative prefactual within the context of different cultural markets offer valuable insight into standard retail practices necessary to retain profitability. Despite the perception of a “global” marketplace, nonstandardization of customer service is found.


Originality/value
Although the ability of online retailers to reach global markets has increased, few scholars have studied return policies within different cultural contexts. This study focuses on return policy as a major influencer of prefactual thinking by reducing anticipated regret and increasing online purchase intention in a global cultural context. The research is not only beneficial to managers who seek to increase the profitability through globally strategic implementation of return policies but also contributes to the consumer regret and risk literature.
}, number={4}, journal={JOURNAL OF FASHION MARKETING AND MANAGEMENT}, author={Yu, Yanan and Kim, Hye-Shin}, year={2019}, month={Sep}, pages={504–518} }