Browse > Article
http://dx.doi.org/10.7741/rjcc.2013.21.6.827

The antecedents of purchasing fast fashion brands  

Park, Hye-Jung (Dept. of Consilience, Korea Polytechnic University)
Publication Information
The Research Journal of the Costume Culture / v.21, no.6, 2013 , pp. 827-843 More about this Journal
Abstract
The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.
Keywords
fast fashion brand; perishability; scarcity; low price; self image;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Sirgy, M. J.(1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.   DOI   ScienceOn
2 Spears, N.(2001). Time pressure and information in sales promotion strategy: Conceptual framework and content analysis. Journal of Advertising, 30 (Spring), 67-76.
3 Voss, G. B., & Seiders, K.(2003). Exploring the effect of retail sector and firm characteristics on price promotion activity. Journal of Retailing, 79(1), 37-52.   DOI   ScienceOn
4 Watson, M. Z., & Yan, R. N.(2013). An exploratory study of the decision processes of fast versus slow fashion consumers. Journal of Fashion Marketing and Management, 17(2), 141-159.   DOI   ScienceOn
5 Zeithaml, V. A.(1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.   DOI   ScienceOn
6 Aaker, D. A., & Biel, A. L.(1993). Brand equity & advertising: Advertising's role in building strong brands. Hillsdale, NJ: Lawrence Erlbaum Associates.
7 Ajzen, I., & Fishbein, M.(1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: Prentice-Hall.
8 Bae, B. R.(2011). Structural equation modeling with Amos 19: Principles and practice. Seoul: Chungram.
9 Baek, H. J.(2013, Auguste 21). SPAs are on sale today as usualdue to over stock. Maeil Business Newspaper. Retrieved September 1, 2013, from http://fashion.mk.co.kr.
10 Barry, N.(2004, March 22). European retail digest. Fast Fashion. Retrieved September 1, 2013, from http://www.highbeam.com.
11 Bruce, M., & Daly, L.(2006). Buyer behavior for fast fashion. Journal of Fashion Marketing and Management, 10(3), 329-344.   DOI   ScienceOn
12 Byun, S. E.(2011). Consumer response to seller-induced perishability. International Journal of Costume and Fashion, 11(2), 53-64.
13 Byun, S. E., & Sternquist, B.(2008). The antecedents of in-store hoarding: Measurements and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147.   DOI   ScienceOn
14 Cachon, G. P., & Swinney, R.(2009). Purchasing, pricing, and quick response in the presence of strategic consumers. Management Science, 55(3), 497-511.   DOI   ScienceOn
15 Cachon, G. P., & Swinney, R.(2011). The value of fast fashion: Quick response, enhanced design, and strategic consumer behavior. Management Science, 57(4), 778-795.   DOI   ScienceOn
16 Choi, J., Lim, S., & Kim, M (2008). A study on consumption behaviors in accordance with the acceleration of fashion cycle. Journal of the Korean Society of Clothing and Textiles, 32(7), 1137-1148.   과학기술학회마을   DOI   ScienceOn
17 Gabrielli, V., Baghi, I., & Codeluppi, V.(2013). Consumption practices of fast fashion products: A consumer-based approach. Journal of Fashion Marketing and Management, 17(2), 206-224.   DOI   ScienceOn
18 Choi, T. M., Liu, N., Liu, S. C., Mak, J., & To, Y. T.(2010). Fast fashion brand extensions: An empirical study of consumer preferences. Brand Management, 17(7), 472-487.   DOI
19 Christopher, M., Lowson, R., & Peck, H.(2004). Creating agile supply chains in the fashion industry. International Journal of Retail & Distribution Management, 32(8), 367-376.   DOI   ScienceOn
20 Doeringer, P., & Crean, S.(2006). Can fast fashion save the US apparel industry? Socio-Economic Review, 4(3), 353-377.   DOI   ScienceOn
21 Graeff, T. R.(1996). Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption. Psychology & Marketing, 13(5), 481-499.   DOI   ScienceOn
22 Gupta, Y., Sundararaghavan, P. S., & Ahmed, M. U. (2003). Ordering policies for items with seasonal demand. International Journal of Physical Distribution & Logistics Management, 33(6), 500-518.   DOI   ScienceOn
23 Hayes, S. G., & Jones, N.(2006). Fast fashion: a financial snapshot. Journal of Fashion Marketing and Management, 10(3), 282-300.   DOI   ScienceOn
24 Hem, L. E., & Iversen, N. M.(2003). Transfer of brand equity in brand extension: The importance of brand loyalty. Advances in Consumer Research, 30(1), 72-81.   DOI   ScienceOn
25 Jung, J. M., & Kellaris, J. J.(2004). Cross-natinal differences in proneness to scarcity effects: The moderating roles of familiarity, uncertainty avoidance, and need for cognitive closure. Psychology & Marketing, 21(9), 739-753.   DOI   ScienceOn
26 Kim, H. S., Choo, H. J., & Yoon, N. H.(2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management, 17(2), 243-260.   DOI   ScienceOn
27 Kang, J. H., & Sung, Y. Y.(2010). The impact of information technology on the process innovation and competitiveness in the fashion industry: Case study of fast fashion ZARA. Journal of the Korean society of Clothing and Textiles, 34(1), 1-13.   과학기술학회마을   DOI   ScienceOn
28 Keller, K. L.(1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(January), 1-22.
29 Kim, G. S.(2001). AMOS structural equation modeling. Seoul: Data Solution.
30 Kim, S. H.(2007a). A study on the fast fashion(Part I): Focusing on marketing strategy. The Research Journal of the Costume Culture, 15(5), 875-887.   과학기술학회마을
31 Kim, S. H.(2007b). A study on the fast fashion(Part II): Focusing on clothing selection criteria and store selection criteria. The Research Journal of the Costume Culture, 15(5), 888-901.   과학기술학회마을
32 Lee, O. H., & Kim, J. S.(2008). A study of the service quality, perceived price and product quality, and store image on store loyalty. Journal of the Korean Society of Clothing and Textiles, 32(10), 1548-1558.   과학기술학회마을   DOI   ScienceOn
33 Park, J. M. & Lee, Y. R.(2011). Online channel integration strategies for fast fashion brands based on consumer benefits. Journal of the Korean Society of Clothing and Textiles, 35(5), 601-611.   과학기술학회마을   DOI   ScienceOn
34 Lee, Y. W.(2013, August 27). Eco-friendly fashion needs constant attention. Maeil Business Newspaper. Retrieved September 1, 2013, from http://fashion.mk.co.kr
35 Lim, S. M., Choi, J. Y., & Kim, M. S.(2008). A study on the strategies of the fashion industry toward fast fashion. The Research Journal of the Costume Culture, 16(3), 432-443.   과학기술학회마을
36 Liu, S. C., & Choi, T. M.(2010). Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong. Journal of Fashion Marketing and Management, 13(4), 527-540.
37 Marquardt, A.(2005). Self and brand image congruence: Driving consumer value. AMA Winter Educators' Conference Proceedings, 16, 286-287.
38 Miller, K.(2013). Hedonic customer responses to fast fashion and replicas. Journal of Fashion Marketing and Management, 17(2), 160-174.   DOI   ScienceOn
39 Oh, H. J.(1997). The conceptual framework and evaluation process of apparel quality. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
40 Park, C. W., Jawonski, B. J., & MacInnis, D. J.(1986). Strategic brand concept-image management. Journal of Marketing, 50(October), 135-145.   DOI   ScienceOn
41 Rhee, J., & Johnson, K. K. P.(2012). Investing relationships between adolescents' linking for an apparel brand and brand self congruency. Yong Consumers, 13(1), 74-85.   DOI   ScienceOn
42 Runfola, A., & Guercini, S.(2013). Fast fashion companies coping with internationalization: Driving the change or changing the model? Journal of Fashion Marketing and Management, 17(2), 190-205.   DOI   ScienceOn
43 Sheridan, M., Moore, C., & Nobbs, K.(2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315.   DOI   ScienceOn