Presenting my thesis at the ITAA Conference in Baltimore, Maryland
Author: Sydney Buford | Major: Apparel Merchandising and Product Development | Semester: Fall 2023
My name is Sydney Buford, and I’m an undergraduate Apparel Merchandising and Product Development (AMPD) major within the Dale Bumpers College. My mentor is Dr. Eunjoo Cho, a professor within the department of Human Environmental Sciences. Fall of 2023 marked my second funded semester of research, with my thesis defense planned for the spring of 2024. I plan to graduate in May and apply my research to the apparel market to understand consumer purchase patterns and impulse buying behaviors.
The past semester overflowed with enriching experiences stemming directly from my thesis. I finished conducting research on my thesis titled “The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior” and presented my research at a conference. It was a busy semester of research and I’m looking forward to defending my thesis in the spring before I graduate.
My research study focuses on the impact of various external and internal stimuli on consumers’ impulse purchase behavior with apparel goods. I specifically looked at the influence of fashion involvement and online product presentation on perceived value, and subsequently the impact of perceived value on online impulse buying. I created three Nike websites, all with different features, for participants in the study to look at before taking a survey. Last fall when I was beginning my thesis, I chose Dr. Eunjoo Cho to be my mentor because of her vast research experience in the area of consumer marketing and psychology. Dr. Cho’s knowledge has been vital in the success of this research project.
By August of 2023, I had already completed most of my thesis. I conducted data collection in the spring of 2023 and analyzed and recorded the results over the summer with the help of Dr. Cho. My mentor and I had wanted most of the thesis to be completed by June so that I could apply to present my research at the International Textile and Apparel Association 2023 conference in Baltimore, Maryland. I met the deadline, and my research was accepted around the middle of summer break. I spent most of this past semester revising my research to present at the ITAA conference.
In September, I began the process of applying for the Honors College Conference/Workshop Travel Grant and organizing logistics for travel. Shortly after applying, I found out that I was awarded the grant. This was amazing news because the grant funded almost the entirety of the trip to Baltimore. During the semester, I continued to revise my thesis, create my poster, and plan for the trip. About two weeks before my departure, I printed my thesis poster to exhibit at the conference and beyond.
My trip to the 2023 ITAA Conference in Baltimore on November 9th was a pivotal experience in my undergraduate research journey. As an undergraduate amidst mainly professors and graduate students, I felt privileged to participate, especially being the sole student attendee from the University of Arkansas. While at the conference, I did a poster presentation in the undergraduate research category. This presentation allowed me to share my study with peers in similar and diverse fields, garnering valuable feedback for expanding my research and forming potential collaborations.
I was at the ITAA conference for two nights and was able to learn from so many different people from various poster and presentation sessions during the time that I was not presenting. I attended sessions primarily focused on consumer behavior since that is the focus of my research, but I also explored areas like sustainability and product design, sparking numerous ideas for future research. Meeting and conversing with researchers that I had referenced in my work was a highlight, as was witnessing my mentor’s research being referenced by other scholars.
Presenting undergraduate research at an international conference proved an incredible, initially nerve-wracking yet ultimately fulfilling experience. Attending the event was an amazing opportunity, allowing me to form connections and engage with other students and professors who have shared passions in the field. I hope to attend this conference again in the future and I am immensely grateful that I had the opportunity to travel and present my research this past fall. Looking ahead, I plan to defend my thesis in early spring before submitting my research study to an academic journal.