The influences of psychological and consumption-related variables on fashion consciousness

Abstract

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. AbstractThe purpose of this study is to identify the antecedents of fashion consciousness. As antecedents, psychological variables and consumption-related variables were considered. Materialism and change seeking were included as psychological variables, and face conscious consumption, status consumption, and shopping enjoyment were included as consumption-related variables. It was hypothesized that materialism and change seeking not only influence fashion consciousness directly but also indirectly through face conscious consumption, status consumption, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that materialism directly influence fashion consciousness and that materialism and change seeking influence fashion consciousness indirectly through face conscious consumption and shopping enjoyment. Regarding their relative importance on fashion consciousness, shopping enjoyment was the most influential factor followed by materialism and face conscious consumption, in that order. In developing and implementing marketing strategies for fashion conscious consumers, marketers should focus on satisfying shopping enjoyment, materialism and face conscious consumption.

Consumer values, fashion consciousness and behavioural intentions in the online fashion retail sector

“…Lertwannawit and Mandhachitara (2011) evidenced that high and low materialism serves as moderating forces in the relationship between fashion consciousness and status consumption. Psychological variables such as materialism directly influence fashion consciousness and change seeking indirectly influence fashion consciousness through image consciousness consumption and shopping enjoyment (Park, 2014). Personality traits like "extraversion", "agreeableness" and "conscientiousness" tend to be highly fashion conscious as compared to other personality traits among Big Five scale items (Casidy, 2012b).…”