The Influences of Fashion Consciousness, Eco-fashion Consumption Decision, Ongoing Search Behavior, Shopping Enjoyment on Attitudes toward Purchasing Fast Fashion Brands

패션의식, 에코 패션 소비결정, 지속적 탐색행동, 쇼핑 즐거움이 패스트 패션 브랜드 구매태도에 미치는 영향

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands. As antecedents, fashion consciousness, eco-fashion consumption decision, ongoing search behavior, and shopping enjoyment were considered. It was hypothesized that fashion consciousness influence the attitudes toward purchasing fast fashion brands both directly and indirectly through eco-fashion consumption decision, ongoing search behavior, 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, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The hypothesized relationship test proved that fashion consciousness influences the attitudes toward purchasing fast fashion brands both directly and indirectly through ongoing search behavior and shopping enjoyment. In addition, eco-fashion consumption decision influence directly influences the attitudes toward purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.