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Demographic and Lifestyle Characteristics as Predictors of Fashion Opinion Leadership Among Mature Consumers

Patricia Huddleston · Imogene M. Ford · Marianne C. Bickle

46 citations0/0 files storedClothing and Textiles Research Journal

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

This study identifies demographic and lifestyle characteristics as predictors of fashion opinion leadership for mature consumers. A fashion opinion leader is an individual who has influence on decisions of other people to accept or reject an innovation (Rogers, 1983). A sample of 711 out of 2003 mature consumers completed questionnaires for a 35 percent response rate. The underlying lifestyle characteristics and the dimensions of fashion opinion leadership in the mature consumer were determined with factor analysis. Multiple regression analysis revealed that lifestyle dimensions of Positive Thinker, Shopper, Socially Active and Credit Prone were predictors of fashion opinion leadership. No demographic characteristics (age, income, educational level, house size, occupation) were predictors of fashion opinion leadership.

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References

1982Mail and Telephone Surveys: The Total Design Method.1983The diffusion of innovations 1979Mail and Telephone Surveys: The Total Design Method.1981Consumer behavior and marketing action 1970The Identity of Women's Clothing Fashion Opinion Leaders 1975The Innovative Communicator in the Diffusion Process 1970The Identity of Women's Clothing Fashion Opinion Leaders 1972Intermarket Patronage: A Psychographic Study of Consumer Outshoppers

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