Articlehybrid2014

Consumers’ Adoption of Apparel Fashion: The Role of Innovativeness, Involvement, and Social Values

Saleem ur Rahman · Salman Saleem · Tajamal Ali · Muhammad Adnan Khan

81 citations0/0 files storedInternational Journal of Marketing Studies

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Consumer Perception and Purchasing Behavior Fashion and Cultural Textiles Consumer Behavior in Brand Consumption and Identification

Abstract

Fashion adoption is concerned with how consumers accept a prevailing style during a particular time. Fashion is accepted by the consumers and influences their behavior in many ways. It is one of the strongest drivers to influence and motivate their intention to buy and adopt new products. Either through advertisement and promotion of brands, or through endorsement of celebrities companies motivate consumers of different socioeconomic backgrounds to follow the new fashion trends and buy their products. The purpose of this study is to investigate the factors that compel consumers to adopt apparel fashion in Pakistan. It has been investigated that, how and why different factors i.e., Fashion innovativeness, Consumer innovativeness, Fashion involvement, Opinion leadership, and Status, influence consumers’ intention to adopt new apparel fashion and how that intention influence their actual fashion adoption. Total 500 questionnaires were distributed among the respondents in different places (i.e., shopping plazas or malls, public places such as bus stops, playgrounds, and inside the educational institutions, in the cities of Islamabad and Lahore, Pakistan. Out of the total, only 332 (66.4%) questionnaires were retrieved. The regression test and the model fit results using Structural Equation Modeling (SEM) analysis revealed that, except fashion innovativeness, and consumer innovativeness, the fashion involvement, opinion leadership and status of consumers positively influence their intention to adopt new fashion. However, Intention to adopt has no significant effect on their actual adoption of fashionable clothes. The positive and negative effects are discussed accordingly. In the light of the results and findings, the implications and future research recommendations are also debated at the end.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1992Alternative Ways of Assessing Model Fit 1979Review of Psychometric theory (2nd ed.).1995Testing Structural Equation Models.1980Innovativeness, Novelty Seeking, and Consumer Creativity 2004Measuring perceptions of brand luxury 1991Measuring Consumer Innovativeness 1994A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument

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