Consumers' pursuit of uniqueness in online fashion consumption

The theory of uniqueness and need for uniqueness (NU) have had considerable influence on consumers’ consumption behaviours. Depending on individual differences, consumers perceive NU differently and behave correspondingly. While the research phenomenon has been studied widely in the context of traditional fashion consumption, minimal analysis has been done to investigate consumption behaviour in the online environment. The purpose of this research is to understand consumer uniqueness-seeking behaviours undertaken online by exploring their motivations for engaging in online fashion shopping, perspective of NU, and manifestation of NU. To address the determined research purpose, the author adopts the interpretive approach to examine consumers’ perception and experiences of performing certain uniqueness-seeking behaviours online to assure their status of uniqueness. Semi-structured and in-depth interviews have been conducted to collect empirical data to answer the complementary research questions. Derived from the result, consumers are driven online by various factors, including convenience, product availability, price along with others. Throughout the study, consumers classify themselves into groups that share similar degree of NU. Those with similar degree of concern for uniqueness share similar perceptions and exhibitions of NU categorised into three dimensions, namely creative choice and unpopular choice counter-conformity, and avoidance of similarity. The findings might contribute beneficial insights for fashion businesses to better satisfy consumers with diversified NU as targeted market