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http://dx.doi.org/10.5850/JKSCT.2009.33.10.1564

The Effects of Fashion Innovativeness and Style-Innovation Attributes of Fashion Adoption  

Jun, Dae-Geun (Research Institute of Human Ecology, Seoul National University)
Rhee, Eun-Young (Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.10, 2009 , pp. 1564-1574 More about this Journal
Abstract
This study identifies the effects of fashion innovativeness and style-innovation attributes of young female adults in fashion adoption. Date collecting using a written survey instrument yielded 801 complete responses from female consumers between the ages 20 and 39. A factor analysis on style-innovation attributes resulted in 5 dimensional structures: relative advantage, compatibility, trialability, observability, and perceived risk. 5 groups divided by the level of fashion innovativeness showed meaningful differences on style innovation attributes. The more a group showed fashion innovativeness, the higher the level of relative advantage, compatibility, trialability, and observability the group expressed, but the more a group showed fashion innovativeness, the lower the level of perceived risk expressed by the group. To analyze fashion adoption of the samples, 5 dimensions of style-innovation attributes and fashion innovativeness were adopted as explanatory variables. All of these variables (except observability) significantly and positively affected fashion adoption; however, perceived risk significantly and negatively affected fashion adoption.
Keywords
Fashion innovativeness; Style-innovation attributes; Fashion adoption;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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