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

• Autorzy: Saricam C. , Erdumlu N.

Identyfikatory

DOI

https://doi.org/10.1515/aut-2015-0057

• Języki publikacji: EN

Abstrakty

EN

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”.

Słowa kluczowe

EN

fast fashion; innovativeness; consumer; individuality; conformity; uniqueness; social image; status image

PL

moda; innowacyjność; konsument; indywidualność; konformizm; wyjątkowość; wizerunek społeczny

• Wydawca: Lodz University of Technology, Faculty of Material Technologies and Textile Design
• Czasopismo: Autex Research Journal
• Rocznik: 2016
• Tom: Vol. 16, no. 4
• Strony: 205--213
• Opis fizyczny: Bibliogr. 51 poz.

Twórcy

autor

Saricam C.

• Istanbul Technical University, Faculty of Textile Technologies and Design, Istanbul, Turkey

autor

Erdumlu N.

• Istanbul Technical University, Faculty of Textile Technologies and Design, Istanbul, Turkey

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę.