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

Modeling and Analysis of the Motivations of Fast Fashion Consumers in Relation to Innovativeness 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”. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Autex Research Journal de Gruyter

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

Autex Research Journal , Volume 16 (4) – Dec 1, 2016

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Publisher
de Gruyter
Copyright
Copyright © 2016 by the
ISSN
2300-0929
eISSN
2300-0929
DOI
10.1515/aut-2015-0057
Publisher site
See Article on Publisher Site

Abstract

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”.

Journal

Autex Research Journalde Gruyter

Published: Dec 1, 2016

References