Decision-Making Styles of Fashion Leaders among Female College Students

패션 리더들의 의사 결정 스타일 -여대생을 중심으로-

Consumers use a variety of decision making styles. The purpose of this was to identify the decision making styles of fashion leaders. Self-report scales were used to measure fashion leadership and decision making styles for 236 female college students. The data were analyzed using factor analysis and t-tests. The results indicated that fashion leaders have unique decision making styles of recreational shopping/fashion conscious, brand-loyal and high quality conscious. The implications of these findings for fashion merchandising are discussed.