Modeling and Analysis of the Motivations of Fast Fashion Consumers in Relation to Innovativeness

Open access

Abstract

In this study, fast fashion concept is investigated in order to understand the motivations of the consumers that make them adopt these products because of their willingness for the innovativeness. The relationship between the motivational factors which were named as “Social or status image” and “Uniqueness” as expressions of individuality, “Conformity” and the willingness for “Innovativeness” is analyzed using a conceptual model. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used to analyze and validate the model. The data used for the study was obtained from 244 people living in Turkey. The findings showed that the motivational factors “Social or status image” and “Uniqueness” as expressions of individuality are influential on the consumers’ willingness for “Innovativeness”.

[1] Bhardwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry, The International Review of Retail, Distribution and Consumer Research, 20 (1), 165-173.

[2] Joy, A., Sherry, J.F., Venkatesh, A., Wang, J., & Chan, R. (2012). Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands, Fashion Theory: The Journal of Dress, Body & Culture, 16 (3), 273-296.

[3] Mihm, B. (2010). Fast Fashion in a Flat World: Global Sourcing Strategies. International Business and Economics Research Journal, 9 (6), 55–63.

[4] Wang, T.Y. (2010). Consumer behaviour characteristics in fast fashion, MSc Thesis, Boras, Sweden.

[5] Watson, M.Z., & Yan, R.N. (2013). An exploratory study of the decision processes of fast versus slow fashion consumers, Journal of Fashion Marketing and Management, 17 (2), 141-159.

[6] Gabrielli, V., Baghi, I., & Codeluppi, V. (2013). Consumption practices of fast fashion products: a consumer-based approach, Journal of Fashion Marketing and Management, 17 (2), 206-224.

[7] Barnes, L., & Lea-Greenwood, G. (2006). Fast fashioning the supply chain: shaping the research agenda, Journal of Fashion Marketing and Management, 10 (3), 259-271.

[8] Hayes, S.G., & Jones, N. (2006). Fast fashion: A financial snapshot, Journal of Fashion Marketing and Management 10 (3), 282–300.

[9] Kim, H.S. (2005). Consumer profiles of apparel product involvement and values, Journal of Fashion Marketing and Management: An International Journal, 9 (2), 207 – 220.

[10] Goldsmith, R.E., & Flynn, L.R. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26 (12), 42-55.

[11] Rogers, E.M., & Shoemaker, F.F. (1971). Communication of Innovations. New York: The Free Press.

[12] Midgley, D. F., & Dowling, G.R. (1978). Innovativeness: The Concept and Its Measurement, Journal of Consumer Research, 4, 229-242.

[13] Hirschman, E.C. (1980). Innovativeness, Novelty Seeking and Consumer Creativity, Journal of Consumer Research,7(3), 283-295.

[14] Goldsmith, R.E., & Hofacker, C.F. (1991). Measuring Consumer Innovativeness, Journal of the Academy of Marketing Science, 19(3), 209-221.

[15] Goldsmith, R.E., D’hauteville, F., & Flynn, L.R. (1998). Theory and measurement of consumer innovativeness: A transnational evaluation. European Journal of Marketing, 32(3/4), 340-353.

[16] Muzinich, N., Pecotich, A., & Petrevu, S. (2003). A model of the antecedents and consequents of female fashion innovativeness, Journal of Retailing and Consumer Services, 10 (5), 297-310.

[17] Goldsmith, R.E., & Newell, S.J. (1997). Innovativeness and price sensitivity: managerial, theoretical and methodological issues, Journal of Product & Brand Management, 6 (3),163-174.

[18] Workman, J.E., & Kidd, L.K. (2000). Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups, Clothing and Textiles Research Journal, 18, 227-236.

[19] Roehrich, G. (2002). Consumer innovativeness, concepts and measurements, Journal of Business Research, 57(6), 671-677.

[20] Jordaan, Y., & Simpson, M.N. (2006). Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre, Journal of Family Ecology and Consumer Sciences, 34, 32-40.

[21] Evans, M. (1989). Consumer Behavior Toward Fashion, European Journal of Marketing, 23 (7), 7-16.

[22] Cholachatpinyo, A., Padgett, I. and Croker, M. (2002), “A conceptual model of the fashion process -part 1: the fashion transformation process model”, Journal of Fashion Marketing and Management, 6 (1), 11-23.

[23] Piamhongsant, T., & Mandhachitara, R. (2008). Psychological antecedents of career women’s fashion clothing conformity, Journal of Fashion Marketing and Management, 12 (4), 438-455.

[24] Jannsen, M.A., & Jager, W. (2001). Fashion, habits and changing preferences: Simulation of psychological factors affecting market Dynamics, Journal of Economic Psychology, 22,745-772.

[25] Lynn, M., & Harris, J. (1997a). Individual differences in the pursuit of self-uniqueness through consumption, Journal of Applied Social Psychology, 27, 1861-1883.

[26] Lee, A. (2000). Adapting Triandis’s Model of Subjective Culture and Social Behavior Relations to Consumer Behavior, Journal of Consumer Psychology, 9 (2), 117-126.

[27] Dodd, C.A., Clarke, I., Baron, S., & Houston, V. (2000), Looking the part’: identity, meaning and culture in clothing purchasing – theoretical considerations, Journal of Fashion Marketing and Management, 4 (1), 41-8.

[28] Eastman, J.K., Goldsmith, R.E., & Flynn, L.R. (1999), Status consumption in consumer behavior: scale development and validation, Journal of Marketing Theory and Practice, 7 (3), 41-51.

[29] O’Cass, A. (2004), Fashion clothing consumption: antecedents and consequences of fashion clothing involvement, European Journal of Marketing, 38 (7), 869-882.

[30] Solomon, M.R., & Rabolt, N.J. (2004). Consumer behavior in fashion, Prentice-Hall, Englewood Cliffs, NJ.

[31] Tian, K.T., Bearden, W.O., & Hunter, G.L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation, Journal of Consumer Research, 28, 50-66.

[32] Snyder, C. R., & Fromkin, H. L. (1980). Uniqueness: The human pursuit of difference. New York: Plenum Press.

[33] Goldsmith, R.E., & Clark, R. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking, Journal of Fashion Marketing and Management, 12 (3), 308-322.

[34] Bertrandias, L., & Goldsmith, R.E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking, Journal of Fashion Marketing and Management, 10 (1), 25-40.

[35] Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques, Palgrave Macmillan, NY.

[36] Choi, T.-M. (Ed.), (2014), Fashion Branding and Consumer Behaviors: Scientific Models, Springer, NY, Heidelberg Dordrecht, London.

[37] Clayton, M. F., & Pett, M. A. (2011). Modeling relationships in clinical research using path analysis Part II: Evaluating the model. Journal for Specialists in Pediatric Nursing, 16, 75–79.

[38] Kline, R. B. (2005). Principles and Practice of Structural Equation Modelling, Guilford Press.

[39] Raykov, T., & Marcoulides, G. A. (2008). An Introduction to Applied Multivariate Analysis. New [York: Taylor & Francis.

[40] Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate Data Analysis (6th ed.). Englewood Cliffs, N.J.: Prentice Hill.

[41] Chau, P.Y.K. (1996). An Empirical Assessment of a Modified Technology Acceptance Model, Journal of Management Information Systems, 13 (2),185-204.

[42] Browne, M.W., & Cudeck, R. (1992). Alternative Ways of Assessing Model Fit, Sociological Methods Research, 21(2), 230-258.

[43] Nunnally, J.C. (1978). Psychometric Theory, McGraw-Hill, New York.

[44] Keiser, H.F. (1974). An Index of factorial simplicity, Psychometrika, 39, 31–36.

[45] Kinnear, P.R., & Gray, C.D. (1994). SPSS for Windows Made Simple, Psychology Press, Hove, UK.

[46] Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.

[47] Bagozzi, R.P., Yi, Y., & Phillips, L.W. (1991). Assessing construct validity in organizational research, Administrative Science Quarterly, 36, 421–458.

[48] Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2009). Multivariate Data Analysis, 7th edn, Prentice Hall, Upper Saddle River, NJ.

[49] Teo, T., Lee, C. B., Chai, C. S., & Wong, S. L. (2009). Assessing the intention to use technology among preservice teachers in Singapore and Malaysia: A multigroup invariance analysis of the technology acceptance model, Computers & Education, 53, 1000–1009.

[50] Crewe, L., and E. Davenport. (1991). The puppet-show: Changing buyer-supplier relationships within clothing retailing. Transactions of the Institute for British Geogaphers 17(2), 183–97.

[51] Bagwell, L.S., & Bernheim, B.D. (1996). Veblen effects in a theory of conspicuous consumption, The American Economic Review, 86 (30), 346-373.

Autex Research Journal

The Journal of Association of Universities for Textiles (AUTEX)

Journal Information


IMPACT FACTOR 2017: 0.957
5-year IMPACT FACTOR: 1.027

CiteScore 2017: 1.18

SCImago Journal Rank (SJR) 2017: 0.448
Source Normalized Impact per Paper (SNIP) 2017: 1.465

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 1229 1229 93
PDF Downloads 676 676 52