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The female fan goes shopping: Satisfaction, involvement and utilitarian value when shopping for women’s Star Wars merchandise

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This study explored women’s views on the Star Wars merchandise that is marketed to them when the franchise merchandise as a whole is predominantly marketed to males. The study aimed to look at the satisfaction, involvement and utilitarian value that female consumers have when shopping for women’s Star Wars merchandise in order to make the comparison as described by the theoretical framework of expectancy disconfirmation. The researchers conducted semi-structured, one-on-one video interviews with eight participants who were recruited from a Star Wars-focused group on Facebook. The results of the study revealed that although the participants had certain expectations with women’s Star Wars merchandise, they were disappointed in what was being offered to them in stores. The participants experienced negative disconfirmation as the perceived performance of the women’s Star Wars merchandise did not meet their expectations, resulting in dissatisfaction.
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Keywords: Star Wars; Star Wars merchandise; expectancy disconfirmation; fandom apparel; shopping; women’s apparel

Document Type: Research Article

Affiliations: 0000000404720419Florida State University

Publication date: September 1, 2019

More about this publication?
  • The multi – disciplinary nature of fan studies makes the development of a community of scholars sometimes difficult to achieve. The Journal of Fandom Studies seeks to offer scholars a dedicated publication that promotes current scholarship into the fields of fan and audience studies across a variety of media. It focuses on the critical exploration, within a wide range of disciplines and fan cultures, of issues surrounding production and consumption of popular media (including film, music, television, sports and gaming), The journal aims to address key issues in fans studies itself, while also fostering new areas of enquiry that take us beyond the bounds of current scholarship.
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