Consumer Adoption of Fast-Fashion, Differences of Perceptions, and the Role of Motivations Across the Adoption Groups

• Autorzy: Okur Nazan

Identyfikatory

DOI

10.2478/aut-2021-0024

• Języki publikacji: EN

Abstrakty

EN

The purpose of this study was to determine the adoption groups of the fast-fashion consumers, evaluate the consumers’ perceptions of the fast-fashion in different groups, and model the role of “social or status image”, “uniqueness”, and “conformity” on the level of fast-fashion consumer adoption. The consumer adoption groups were determined as “innovators”, “early adopters”, “early majority”, “late majority”, and “laggards” by using a domain-specific innovativeness (DSI) scale. Consumers’ perceptions of fast-fashion were evaluated from cognitive and emotional aspects and the differences across the consumer groups were investigated by using Kruskal-–Wallis test and Mann-–Whitney U test. The roles of “social or status image”, “uniqueness”, and “conformity” on consumer groups were modeled by using ordinal logistic regression analysis. As a result of the research, consumers’ perceptions of fast-fashion were found to vary across different consumer adoption groups in terms of “being in-style products”, “expressing self-image”, “imitating the luxury fashion products”, and “frequent renewal of the collections”. Further, the findings revealed that the probabilistic relationship between different levels of consumer adoption based on innovativeness could be modeled based on the motivations of “social or status image” and “uniqueness”.

Słowa kluczowe

EN

fast fashion; consumer adoption groups; innovativeness; fast-fashion perception; motivation; logistic regression; ordinal response

PL

szybka moda; konsument; grupy adopcyjne; innowacyjność; motywacja; regresja logistyczna

• Wydawca: Lodz University of Technology, Faculty of Material Technologies and Textile Design
• Czasopismo: Autex Research Journal
• Rocznik: 2022
• Tom: Vol. 22, no. 3
• Strony: 365--372
• Opis fizyczny: Bibliiogr. 44 poz.

Twórcy

autor

Okur Nazan

• Istanbul Technical University, Faculty of Textile Technologies and Design, Inonu Cad. No. 65 34437, Gumussuyu Beyoglu, Istanbul, Turkey

Bibliografia

• [1] Global Fast Fashion Market Report (2020 to 2030) - COVID-19 Growth and Change (2020). Retrieved: February 11, 2021. Web site: https://www.globenewswire.com/news-release/2020/06/09/2045523/0/en/Global-Fast-Fashion-Market-Report-2020-to-2030-COVID-19-Growth-and-Change.html
• [2] Baghi, I., Gabrielli, V., Codeluppi, V. (2013). Consumption practices of fast fashion products: A consumer-based approach. Journal of Fashion Marketing and Management: An International Journal, 17(2), 206–224.
• [3] Zarley, M. (2007). An exploratory investigation of the decision processes and psychographic characteristics of fast versus slow fashion consumers, Doctoral dissertation, Colorado State University, USA.
• [4] Joy, A., Sherry, J. F., Venkatesh, A., Wang, J., Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273–295.
• [5] Rogersü, E. M. (1995). Diffusion of innovations. Simon and Schuster (New York).
• [6] Ronald, G., Leisa, R. F. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42–55.
• [7] Rogers, E. M. (1983). Diffusion of innovations. Collier Macmillan (New York: Free Press; London).
• [8] Saricam, C., Erdumlu, N. (2016). Modeling and analysis of the motivations of fast fashion consumers in relation to innovativeness. Autex Research Journal, 16(4), 205–213.
• [9] Workman, J. E., Johnson, K. K. (1993). Fashion opinion leadership, fashion innovativeness, and need for variety. Clothing and Textiles Research Journal, 11(3), 60–64.
• [10] Baumgarten, S. A. (1975). The innovative communicator in the diffusion process. Journal of Marketing Research, 12(1), 12–18.
• [11] Hirschman, E. C., Adcock, W. O. (1978). An examination of innovative communicators, opinion leaders, and innovators for men's fashion apparel. In Hunt, K., Abor, A. (Ed.), Advances in Consumer Research, Volume 05, eds, Association for Consumer Research, (Michigan).
• [12] Workman, J. E., Lee, S. H. (2017). What do we know about fashion adoption groups? A proposal and test of a model of fashion adoption. International Journal of Consumer Studies, 41(1), 61–69.
• [13] Workman, J. E., Caldwell, L. F. (2007). Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers. International Journal of consumer studies, 31(6), 589–596.
• [14] Davis, L. L. (1987). Consumer use of label information in ratings of clothing quality and clothing fashionability. Clothing and Textiles Research Journal, 6(1), 8–14.
• [15] Stanforth, N. (1995). Fashion innovators, sensation seekers, and clothing individualists. Perceptual and Motor skills, 81(3_suppl), 1203–1210.
• [16] Studak, C. M., Workman, J. E. (2004). Fashion groups, gender, and boredom proneness. International Journal of Consumer Studies, 28(1), 66–74.
• [17] 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.
• [18] Schrank, H. L., Lois Gilmore, D. (1973). Correlates of fashion leadership: Implications for fashion process theory. Sociological Quarterly, 14(4), 534–543.
• [19] Cholachatpinyo, A., Padgett, I., Crocker, M., Fletcher, B. (2002). A conceptual model of the fashion process–part 2: An empirical investigation of the micro-subjective level. Journal of Fashion Marketing and Management: An International Journal, 6(1), 24–34.
• [20] Jordaan, Y., Simpson, M. N. (2006). Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre. Journal of Consumer Sciences, 34(1), 32–40.
• [21] Goldsmith, R. E., Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.
• [22] Venter, M., Chinomona, R., Chuchu, T. (2016). Factors influencing fashion adoption among the youth in Johannesburg, South Africa. Journal of Economics and Behavioral Studies, 8(4), 92–108.
• [23] 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(4), 227–236.
• [24] Byun, S. E., Sternquist, B. (2011). Fast fashion and in-store hoarding: The drivers, moderator, and consequences. Clothing and Textiles Research Journal, 29(3), 187–201.
• [25] Barnes, L. (2008). Fast consumers. In Proceedings of 86th Textile Institute World Conference, The Textile Institute, Hong Kong pp. 18–21.
• [26] Aksu, M., Pektaş, G. Ö. E., Karaboğa, K. (2011). Concepts of fast fashion and artificial scarcity in marketing in the 21th century: Tchibo example. Journal of Naval Science and Engineering, 7(1), 48–70.
• [27] 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.
• [28] Tian, K. T., Bearden, W. O., Hunter, G. L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50–66.
• [29] Lawson, C., Montgomery, D. C. (2006). Logistic regression analysis of customer satisfaction data. Quality and Reliability Engineering International, 22(8), 971–984.
• [30] IBM SPSS Statistics Guides, http://www.norusis.com/pdf/ASPC_v13.pdf
• [31] Hosmer, D. W., Lemeshow S. (2000). Applied logistic regression, John Wiley & Sons Inc.(Canada).
• [32] Yang, H. C., Chen, C. Y., Chen, C. W., Chen, T. H. (2008). Estimation of internal wave reflection in a two-layer fluid system by cumulative logistic regression model. Journal of Marine Science and Technology, 16(1), 44–51.
• [33] Dunn, O. J., Clark, V. A. (2001). Basic statistics: A primer for the biomedical sciences (3rd ed.) John Wiley & Sons (New York).
• [34] Howell, D. C. (2002). Statistical methods for psychology (5th ed.)., Duxbury/Thomson Learning (Pacific Grove).
• [35] Rosenthal, J. A. (2001). Statistics and data interpretation for the helping professions. CA: Brooks/Cole Thomson Learning (Belmont).
• [36] Darden, W. R., Reynolds, F. D. (1972). Predicting opinion leadership for men's apparel fashions. Journal of Marketing Research, 9(3), 324–328.
• [37] Zhang, B., Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79.
• [38] Goldsmith, R. E., Moore, M. A., Beaudoin, P. (1999). Fashion innovativeness and self-concept: A replication. Journal of Product & Brand Management, 8(1), 7–18.
• [39] Barnes, L., Lea-Greenwood, G., 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.
• [40] Bagwell, L. S., Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(30), 346–373.
• [41] Muzinich, N., Pecotich, A., Putrevu, S. (2003). A model of the antecedents and consequents of female fashion innovativeness. Journal of Retailing and Consumer Services, 10(5), 297–310.
• [42] Tabachnick, B. G., Fidell, L. S., Ullman, J. B. (2007). Using multivariate statistics (Vol. 5), Pearson (Boston).
• [43] Kleinbaum, D. G., Dietz, K., Gail, M., Klein, M., Klein, M. (2002). Logistic regression: A self learning text, Springer (New York).
• [44] Field, A. (2009). Discovering statistics using SPSS (and sex and drugs and rock ‘n’ roll) (3rd ed.). UK: Sage (London).

Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).