Browse > Article
http://dx.doi.org/10.5850/JKSCT.2017.41.6.1124

Identifying the Consumers Purchasing Fashion Products Designed by Emerging Designers -Focused on the Role of Fashion Innovativeness and Price Sensitivity-  

Shim, Soo In (Dept. of Fashion Design, Chonbuk National University/Research Institute of Human Ecology, Chonbuk National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.41, no.6, 2017 , pp. 1124-1140 More about this Journal
Abstract
The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.
Keywords
Rising fashion designer; Fashion innovativeness; Price sensitivity; Product innovativeness; Perceived value;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
연도 인용수 순위
1 Lee, J. M. (2014). The study on effect of price sensitivity for consumer's purchasing behavior of SPA brand. Journal of the Korean Society of Design Culture, 20(3), 531-540.
2 Li, G., Li, G., & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of Business Research, 65(10), 1516-1522. doi:10.1016/j.jbusres.2011.10.019   DOI
3 Lim, B., Park, J., & Lee, E. J. (2016). Effect of Korean fashion design incubation policies on new fashion designer's brand management. The Research Journal of the Costume Culture, 24(2), 132-149. doi:10.7741/rjcc.2016.24.2.132   DOI
4 Little, T. D., Cunningham, W. A., Shahar, G., & Widaman, K. F. (2002). To parcel or not to parcel: Exploring the question, weighing the merits. Structural Equation Modeling: A Multidisciplinary Journal, 9(2), 151-173. doi:10.1207/S15328007SEM0902_1   DOI
5 MacCallum, R. C., Browne, M. W., & Sugawara, H. M. (1996). Power analysis and determination of sample size for covariance structure modeling. Psychological Methods, 1(2), 130-149. doi:10.1037/1082-989X.1.2.130   DOI
6 Nam, E., & Lee, J. (2009). Comparison of price sensitivity based on the shopping value, purpose of use and social situation. Journal of the Korean Society of Clothing and Textiles, 33(9), 1452-1462. doi:10.5850/JKSCT.2009.33.9.1452   DOI
7 Oh, S., & Nah, K. (2015). Analysis of domestic and foreign policy for the startup of rising fashion designer-Focused on the fashion policy between U.K and South Korea-. Journal of Korea Design Knowledge, 34, 63-73.
8 Park, H. H., & Noh, M. J. (2012). The influence of innovativeness and price sensitivity on purchase intention of smart wear. Journal of the Korean Society of Clothing and Textiles, 36(2), 218-230. doi:10.5850/JKSCT.2012.36.2.218   DOI
9 Parker, P. M. (1992). Price elasticity dynamics over the adoption life cycle. Journal of Marketing Research, 29(3), 358-367. doi:10.2307/3172745   DOI
10 Rhee, Y. J. (2009). Difference in extended products evaluation by consumer innovativeness and similarity of product category for apparel brand extension. Journal of the Korean Society of Clothing and Textiles, 33(10), 1622-1632. doi:10.5850/JKSCT.2009.33.10.1622   DOI
11 Rogers, E. M. (2003). Diffusion of innovations (5th ed.). New York, NY: Free Press.
12 Seoul Design Foundation. (2017). 패션봉제사업 [Fashion and sewing projects]. Seoul Design Foundation. Retrieved January 7, 2017, from http://www.seouldesign.or.kr/page/22/detail?menuId=82
13 Seoul Fashion Creative Studio. (2017). SFCS 소개 [Introduction of SFCS]. Seoul Fashion Creative Studio. Retrieved January 7, 2017, from http://www.sfcs.seoul.kr/about_ko.php
14 Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (11th ed.). Harlow: Pearson.
15 Stone, E. (2013). The dynamics of fashion (4th ed.). New York, NY: Bloomsbury.
16 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0   DOI
17 Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: Do they affect consumer decision-making? Psychology & Marketing, 20(8), 733-755. doi:10.1002/mar.10094   DOI
18 Baker, M. J., & Churchill Jr., G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555. doi:10.2307/3151194   DOI
19 Statistics Korea. (2017). 가구당 월평균 가계수지 (전국, 2인이상) [The average monthly income of households (national level, two or more member households)]. Statistics Korea. Retrieved March 14, 2017, from http://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_1L9H002&vw_cd=&list_id=G_A_4_1_1&seqNo=&lang_mode=ko&language=kor&obj_var_id=&itm_id=&conn_path=MT_ZTITLE
20 Yang, H., & Lee, Y. (2009). Adolescents' fashion innovativeness and evaluation of Korean image fashion products. Journal of the Korean Society of Clothing and Textiles, 33(4), 666-677. doi:10.5850/JKSCT.2009.33.4.666   DOI
21 Chung, I. H. (2013). Gender differences on the effects of fashion innovativeness and utilization on the price perception of formal wear and climbing wear. Journal of the Korean Society of Clothing and Textiles, 37(7), 972-983. doi:10.5850/JKSCT.2013.37.7.972   DOI
22 Floyd, F. J., & Widaman, K. F. (1995). Factor analysis in the development and refinement of clinical assessment instruments. Psychological Assessment, 7(3), 286-299. doi:10.1037/1040-3590.7.3.286   DOI
23 Yun, S. J., & Choo, H. J. (2015). A qualitative study on market orientation of new designer brand. Journal of the Korean Society of Clothing and Textiles, 39(6), 838-851. doi:10.5850/JKSCT.2015.39.6.838   DOI
24 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:10.2307/1251446   DOI
25 Zinkhan, G. M., & Locander, W. B. (1988). ESSCA: A multidimensional analysis tool for marketing research. Journal of the Academy of Marketing Science, 16(1), 36-46. doi:10.1007/BF02723324   DOI
26 Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72(4), 90-104. doi:10.1509/jmkg.72.4.90   DOI
27 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
28 Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-221. doi:10.1007/BF02726497   DOI
29 Goldsmith, R. E., Kim, D., Flynn, L. R., & Kim, W. M. (2005). Price sensitivity and innovativeness for fashion among Korean consumers. The Journal of Social Psychology, 145(5), 501-508. doi:10.3200/SOCP.145.5.501-508   DOI
30 Goldsmith, R. E., & Newell, S. J. (1997). Innovativeness and price sensitivity: Managerial, theoretical and methodological issues. Journal of Product & Brand Management, 6(3), 163-174. doi:10.1108/10610429710175682   DOI
31 Jang, Y. S. (2015, April 1). 스타 신진 디자이너, 롯데백화점에서 뭉친다 [Rising star designers will be united at Lotte Department Store]. Maeil Business Newspaper. Retrieved July 8, 2016, from http://news.mk.co.kr/newsRead.php?no=308991&year=2015
32 Kang, K. Y., & Jin, H. J. (2007). The evaluation of newness and innovativeness of smart clothing. Journal of the Korean Society for Clothing Industry, 9(5), 493-499.
33 Ji, H. K., & Kim, B. H. (2017). A survey on the current status of management of fashion start-up companies by the rising fashion designers. Journal of the Korean Society of Costume, 67(2), 131-146. doi:10.7233/jksc.2017.67.2.131   DOI
34 Jun, D., & Rhee, E. Y. (2009). The effects of fashion innovativeness and style-innovation attributes on fashion adoption. Journal of the Korean Society of Clothing and Textiles, 33(10), 1564-1574. doi:10.5850/JKSCT.2009.33.10.1564   DOI
35 Jung, J. W. (2010). Research on the characteristic of designer fashion industry and government support policy. The Korean Society of Fashion Design, 10(1), 93-106.
36 Jung, J. W. (2016). A study on Korean designer fashion industry according to manufacture and distribution. Journal of the Korean Society of Fashion Design, 16(2), 87-98. doi:10.18652/2016.16.2.6   DOI
37 Jung, K. H., & Bae, S. J. (2016). Characteristics analysis of Asian new designer brands in order to create Korean global fashion brands-Focused on the New York collection-. Journal of the Korean Society of Design Culture, 22(3), 427-446. doi:10.18208/ksdc.2016.22.3.427
38 Kara, A., Rojas-Mendez, J. I., Kucukemiroglu, O., & Harcar, T. (2009). Consumer preferences of store brands: Role of prior experiences and value consciousness. Journal of Targeting, Measurement and Analysis for Marketing, 17(2), 127-137. doi:10.1057/jt.2009.6   DOI
39 Kenny, D. A., & McCoach, D. B. (2003). Effect of the number of variables on measures of fit in structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 10(3), 333-351. doi:10.1207/S15328007SEM1003_1   DOI
40 Kim, H. E. (2016). An investigation into the nurturing strategy of Korean young designers in the international market expansion - Based on London's young designers' support programs -. Fashion & Textile Research Journal, 18(3), 272-281. doi:10.5805/SFTI.2016.18.3.272   DOI
41 Kim, K. H. (2017, June 22). MCM, 신진 디자이너 적극 지원 나선다 [MCM provides full support to rising designers]. The International Textile-Fashion News. Retrieved June 30, 2017, from http://www.itnk.co.kr/news/articleView.html?idxno=53912
42 Kim, Y., Kang, M. S., & Kim, S. W. (2012). A study on obstacle factors for new fashion designer business. Journal of Business Research, 27(3), 197-221.
43 Kim, J., Kim, K. H., Garrett, T. C., & Jung, H. (2015). The contributions of firm innovativeness to customer value in purchasing behavior. The Journal of Product Innovation Management, 32(2), 201-213. doi:10.1111/jpim.12173   DOI
44 Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution channel diversification of foreign luxury fashion brands on consumers' brand value and loyalty in the Korean market. Journal of Retailing and Consumer Services, 17(4), 286-293. doi:10.1016/j.jretconser.2010.02.006   DOI
45 Kim, H., & Rhee, E. Y. (2001). Consumer segmentation of clothing products by fashion conformity/innovativeness and their reference groups. Journal of the Korean Society of Clothing and Textiles, 25(7), 1341-1352.
46 Korea Creative Content Agency & Council of Fashion Designers of Korea. (2015, December). 2015 패션디자이너브랜드 고용실태조사 [2015 Survey on employment of fashion designer brands]. Create Newave Kocca. Retrieved January 14, 2017, from http://www.kocca.kr/cop/bbs/view/B0000147/1826769.do?menuNo=200904#
47 Korea Fashion Association. (2017). 주요행사-대한민국패션대전 [Major events-Korea Fashion Design Contest]. Korea Fashion Association. Retrieved January 7, 2017, from http://www.koreafashion.org/buintro/buintro_event_01.asp