The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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How to measure fashion stress? Development and validation of a multidimensional scale for fashion stress

패션 스트레스는 어떻게 측정할 수 있는가? 패션 스트레스의 다차원 척도 개발 및 타당화

  • Hyojung Suk (Dept. of Fashion Business Management, SUNY Korea Fashion Institute of Technology) ;
  • Eun-Jin Lee (Dept. of Fashion Design, Chung-Ang University)
  • 석효정 (한국뉴욕주립대학교 FIT 패션경영학과) ;
  • 이은진 (중앙대학교 패션디자인전공)
  • Received : 2024.01.17
  • Accepted : 2024.03.18
  • Published : 2024.04.30
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Abstract

Fashion stress is a pertinent aspect of modern consumer culture that has been underexplored in academic research. This study developed a conceptual framework of fashion stress and a multidimensional scale to measure consumers' fashion stress. The qualitative study included literature reviews on consumption stress, shopping stress, and consumer behavior, as well as focus group interviews to gain insight into various dimensions of fashion stress. NVivo 12.0 was used to analyze the qualitative data and identify core categories following the grounded theory methodology. The quantitative study involved a preliminary and a primary surveys to verify the validity and reliability of the fashion stress scale. A total of 220 questionnaires were used for data analysis. The results show that fashion stress consists of eight factors: care, shopping, fit, brand, financial, closet, style, and disposal. Choice difficulty plays a significant role in all factors of fashion stress. Moreover, shopping stress had a negative impact on impulse buying, while other factors such as fit, brand, closet, and disposal stress had a positive impact on impulse buying. Thus, fashion stress is a potential antecedent of impulsive consumer behavior. The results also confirm the validity and reliability of the scale. The fashion stress scale developed in this study offers researchers a valuable tool for assessing and understanding consumer experiences.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2021S1A5A8067771).

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