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http://dx.doi.org/10.5805/SFTI.2020.22.2.149

Research on the Effect of Creative Fashion Consumer Efficacy on Innovative Fashion Product Acceptance  

Lee, Ha Kyung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
Publication Information
Fashion & Textile Research Journal / v.22, no.2, 2020 , pp. 149-157 More about this Journal
Abstract
The current study tests the effect of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance, mediated by creative fashion consumer efficacy. Creative fashion consumer efficacy refers to a consumers' belief in the ability to consume fashion products in a creative way. The survey was conducted on 474 people between 20 and 40 years of age in a panel of online survey firms. Data was analyzed using reliability analysis and frequency analysis by SPSS 20.0 along with confirmatory factor analysis and structural equation modeling done by AMOS 20.0. The results reveal that creative fashion consumer efficacy consists of original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy that is consistent with the original structure of creative consumption efficacy. In addition, fashion product knowledge and confidence in fashion coordination do not affect innovative fashion product acceptance. The effects of fashion product knowledge and confidence in fashion coordination on innovative fashion product acceptance are fully mediated through creative fashion consumer efficacy. The results of this study demonstrate that people who are knowledgeable, confident and associated with fashion product consumption can have a high level of creative fashion consumer efficacy that increases innovative fashion product acceptance.
Keywords
creative consumer efficacy; creative fashion consumer efficacy; fashion product knowledge; confidence in fashion coordination; innovative fashion product acceptance;
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Times Cited By KSCI : 5  (Citation Analysis)
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