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Article
Publication date: 1 April 1998

Kyungae Park

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of…

1389

Abstract

Individuality (a desire for differentiation and a behaviour of non‐conformity) appears to be a motivation for the adoption of fashion innovation. However, the concept of individuality is bi‐dimensional with a desire for differentiation and a tendency towards independence. An individual who is independent is aware of social norms but not affected by them and hence docs not necessarily show fashion innovativeness. This study examines the bi‐dimensional concept of individuality and investigates its relationship to fashion innovativeness and opinion leadership. Data were obtained from 461 female college students. Factor analysis divided individuality into two dimensions: differentiation and independence. Differentiation was more related to fashion innovativeness than was independence. Fashion innovativeness and opinion leadership were correlated. Differentiation had a direct effect on fashion innovativeness while independence showed no significant effect. Differentiation and fashion innovativeness affected opinion leadership in the same magnitude, but independence showed a slightly negative effect. The results imply that the application of individuality, particularly, differentiation to fashion promotion and marketing strategies would be profitable.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 2 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 15 May 2007

Hye‐Jung Park, Leslie Davis Burns and Nancy J. Rabolt

This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across…

7865

Abstract

Purpose

This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across national borders through local e‐commerce enablers and the moderating effect of internet innovativeness on these impacts.

Design/methodology/approach

The data used in this study were gathered by surveying female university students in Seoul, Korea, using convenience sampling, and 222 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, hierarchical regression, and simple slope analysis were conducted.

Findings

The results showed that fashion innovativeness and materialism are positively related to the attitude toward purchasing foreign fashion goods online across national borders, and that internet innovativeness exercises significant moderating effects on the relationships.

Originality/value

Past research found positive direct impacts of internet innovativeness on internet shopping, but no study has explored the interaction effects between internet innovativeness and other variables directly influencing online purchasing attitudes toward foreign fashion goods. Practical implications are discussed, and suggestions for future research are made.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 11 May 2010

Jiyun Kang and Haesun Park‐Poaps

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study…

14746

Abstract

Purpose

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.

Design/methodology/approach

A survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.

Findings

The results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.

Practical implications

The results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.

Originality/value

The study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 29 September 2022

Jewon Lyu, Kim Hahn and Hyun-Joo Lee

Fashion products such as clothes, accessories, bags and footwear created using 3D printed technology are referred to as 3D printed fashion (3DPF) products. This study…

Abstract

Purpose

Fashion products such as clothes, accessories, bags and footwear created using 3D printed technology are referred to as 3D printed fashion (3DPF) products. This study investigates consumers' motivation to purchase 3DPF products. In particular, this study adopts a multi-dimensional approach to explore the effects of personality-related traits such as innate, domain-specific and actualized innovativeness, as well as examine the effects of perceptions toward 3D printing technology (3DPT) (i.e. perceived security risk, performance expectancy). Based on the concepts of consumer innovativeness and the Unified Theory of Acceptance and Use of Technology (UTAUT), the authors expect the effects of consumers' innovativeness and perception of 3DPT and confirm its significant effects on a positive attitude toward 3DPF products and future purchase intention of 3DPF products.

Design/methodology/approach

A quantitative research design (i.e. survey) is utilized to examine the suggested relationships and application of existing theory in this study. All measurement items are adapted from previous literature and use a Likert-scale. The authors examined a total of 326 responses using a series of statistical analyses, including descriptive statistics, structural equation modeling and conditional process modeling.

Findings

The results of this study confirmed that innate and domain-specific innovativeness are critical antecedents of creating a positive attitude toward using 3DPF products through perceptions toward 3DPT. In addition, 3DPF innovativeness, as actualized innovativeness, was validated to strengthen the relationship between personal innovativeness and attitude, providing evidence that innovation-related traits can predict behaviors. Interestingly, technological innovativeness was not found to be a predictor of perceived security risk. It may be due that 3DPF products are still novel to consumers.

Research limitations/implications

The study participants were people who were interested in technology, not consumers who had prior experience with using 3DPF products. Future studies are encouraged to include consumers who have actually purchased or used 3DPF products.

Practical implications

The findings of this study indicate that consumers' use of new technology is determined by personality and interest in specific product categories. Practitioners may use this information to segment/target consumer groups to introduce a new/unfamiliar product.

Originality/value

The findings of this study contribute to the existing literature on consumer adoption of innovation by combining two approaches, the hierarchy of consumer innovativeness and the UTAUT, in the context of advanced technology adoption behavior.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 27 February 2009

Minjeong Kang and Kim Johnson

This paper seeks to investigate relationships between apparel return behavior and fashion innovativeness, buying impulsiveness, and consideration of return policies of US…

4298

Abstract

Purpose

This paper seeks to investigate relationships between apparel return behavior and fashion innovativeness, buying impulsiveness, and consideration of return policies of US consumers.

Design/methodology/approach

A convenience sample of 246 undergraduates studying in the USA completed a questionnaire that contained measures of apparel returns, fashion innovativeness, buying impulsiveness, and consideration of return policies. Pearson correlation and multiple linear regression analysis were used to analyze the data.

Findings

It was found that apparel return behavior of participants was positively related to buying impulsiveness and to consideration of return policies. These two variables were also significant predictors of frequency of apparel returns. Fashion innovativeness was not significantly related to participants' apparel return behavior. In addition, participants' consideration of return policies was not related to their innovative or impulsive purchase behaviors.

Practical implications

Findings are useful to retailers to better understand characteristics of frequent returners and to make informed decisions about developing optimal return policies that prohibit excessive product returns yet do not inhibit consumers' purchasing.

Originality/value

There is limited research on potential effects of adopting restrictive return policies. The study begins to examine whether leniency in return policy might potentially influence the behavior of innovative or impulsive consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 February 1999

Ronald E. Goldsmith, Mary Ann Moore and Pierre Beaudoin

Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their…

13263

Abstract

Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their self‐image. A valid and reliable self‐report scale measured their fashion innovativeness, thus identifying those consumers most likely to buy new fashions after they first appear in the market. T‐tests compared the mean scores on the self‐image adjective pairs between 30 innovators and 251 later adopters. Pearson correlation analysis was also performed. The results of both analyses showed that the fashion innovators described themselves uniquely as more comfortable, pleasant, contemporary, formal, colorful, and vain than the later adopters. The results were quite consistent with an earlier published study of college students, lending confidence to this approach to profiling fashion innovators and suggesting that using self‐image could be a fruitful way to appeal to these important consumers.

Details

Journal of Product & Brand Management, vol. 8 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 21 November 2016

Caroline Kobia and Chuanlan Liu

The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual…

1771

Abstract

Purpose

The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual variables, including fashion innovativeness and peer pressure, on needs gratification, attitudes and adoption of virtual fashion worlds (VFWs) among teen girl consumers.

Design/methodology/approach

An online survey was designed and administered to a convenience sample of female teens. Empirical analyses were performed on 177 valid responses. Structural equation modeling was used to test all hypotheses.

Findings

The results revealed that adoption of VFWs in the sample was affected significantly by teen female consumers’ needs gratification, attitudes about VFWs and fashion innovativeness. However, peer pressure had no effects.

Originality/value

The emergence of different types of virtual worlds has influenced the way in which business is conducted, and VFWs are a popular trend. However, no studies have examined consumers’ adoption of VFWs that promote fashion using avatars and offer similar styles for teens in the real world. The study adds to existing literature related to consumers’ adoption of innovations by integrating communication, sociological and innovation adoption theories.

Details

Young Consumers, vol. 17 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 6 July 2012

Briana Martinez and Soyoung Kim

The purpose of this paper is to explore the impacts of several consumer characteristics (fashion leadership, impulse buying, bargain shopping), web site attitude, and…

6137

Abstract

Purpose

The purpose of this paper is to explore the impacts of several consumer characteristics (fashion leadership, impulse buying, bargain shopping), web site attitude, and visit frequency on intention to purchase from a private sale site.

Design/methodology/approach

Data were collected from 164 female respondents who were members of at least one private sale site. The sample was selected mainly by using a snowball sampling technique which relied on chain referrals to recruit eligible participants. Factor analysis results suggested that fashion leadership consisted of two dimensions: fashion opinion leadership and fashion innovativeness. Regression analysis was conducted to determine how strongly purchase intention for private sale sites was predicted by fashion opinion leadership, fashion innovativeness, impulse buying, bargain shopping, web site attitude, and visit frequency.

Findings

Regression results showed that ease of use was the only dimension of web site attitude that significantly predicted purchase intention. Impulse buying and bargain shopping also significantly influenced purchase intention. Implications for future research and limitations were also discussed.

Originality/value

As private sale sites continue to grow in popularity, insight into the psychology and behaviors of shoppers at these sites has become more important. There has been, however, no published research that examines what motivates consumers to purchase from private sale sites.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 15 June 2021

Eli Sumarliah, Sher Zaman Khan and Rafi Ullah Khan

The study has three primary purposes, i.e. (1) to examine the determinants influencing customers’ online purchase intent for modest wear; (2) to measure the effects of…

Abstract

Purpose

The study has three primary purposes, i.e. (1) to examine the determinants influencing customers’ online purchase intent for modest wear; (2) to measure the effects of electronic innovativeness, fashion innovativeness, perceived value, and trust on the intent to buy modest wear via the Internet; (3) to inspect how the factor “trust” can affect the “perceived value” of modest wear purchase through e-commerce; and (4) to explore the roles of “attitude” and “religiosity” in influencing customers’ intent to purchase modest wear online.

Design/methodology/approach

561 Muslim consumers were reviewed in the study. According to the conceptual framework established through a literature review on the constructs suggested, measurement items were modified to the study’s perspective, and a 31-item questionnaire was applied. A regression examination of potential variables was applied using ADANCO version 2.0.1 software and the PLS-SEM.

Findings

The findings signify that the leading factors affecting online modest wear purchase intent are fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity. Meanwhile, trust is the predictor of perceived value, and religiosity is the predictor of attitude.

Originality/value

There are only two notable studies that focus on modest fashion purchase intention in the online channel with examining only three influential factors. The study is an initial effort to examine new and more complete leading factors affecting online modest wear purchase intent including fashion innovativeness, electronic innovativeness, perceived value, trust, attitude, and religiosity.

Details

Research Journal of Textile and Apparel, vol. 26 no. 1
Type: Research Article
ISSN: 1560-6074

Keywords

1 – 10 of over 3000