The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Fashion savvy I: Scale validation and the relationship with consumer propensity to observe

Fashion Savvy I: 척도 타당성과 소비자 관찰성향과의 관련성

  • 박혜정 (한국산업기술대학교 교양학과) ;
  • 전경숙 (한성대학교 의류패션산업전공)
  • Received : 2012.09.04
  • Accepted : 2012.10.12
  • Published : 2012.10.31
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Abstract

This study tested the validity of the six-factor model of fashion savvy which was modified from the consumer savvy scale developed by Macdonald and Uncles(2007) and explored the relationship between fashion savvy and consumer propensity to observe. Regarding the relationship, it was hypothesized that consumer propensity to observe antecedes fashion savvy. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and regression were conducted. The findings show the validity of the six factors of fashion savvy, which are fashion sophistication, interpersonal network competency, online network competency, marketing literacy, consumer self-efficacy, and consumer expectations. Tests of the hypothesized relationship show that two factors of consumer propensity to observe influence fashion savvy. More specifically, the 'observing shoppers' factor positively influences all six factors of fashion savvy, whereas the 'following what others buy' factor negatively influences four factors of fashion savvy, fashion sophistication, interpersonal network competency, marketing literacy, and consumer self-efficacy. The implications of these findings and suggestions for future study are also discussed.

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Cited by

  1. Fashion savvy II: The influences of fear of negative evaluation by others, self esteem, and consumer confidence in fashion decisions on fashion savvy vol.21, pp.4, 2013, https://doi.org/10.7741/rjcc.2013.21.4.562