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http://dx.doi.org/10.7741/rjcc.2012.20.5.753

Fashion savvy I: Scale validation and the relationship with consumer propensity to observe  

Park, Hye-Jung (Dept. of Liberal Arts, Korea Polytechnic University)
Jeon, Kyung Sook (Division of Apparel & Fashion Business, Hansung University)
Publication Information
The Research Journal of the Costume Culture / v.20, no.5, 2012 , pp. 753-765 More about this Journal
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.
Keywords
fashion savvy; consumer propensity to observe;
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