Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

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

유행혁신성과 스타일 혁신속성이 유행채택에 미치는 영향

  • Jun, Dae-Geun (Research Institute of Human Ecology, Seoul National University) ;
  • Rhee, Eun-Young (Research Institute of Human Ecology, Seoul National University)
  • 전대근 (서울대학교 생활과학연구소) ;
  • 이은영 (서울대학교 생활과학연구소)
  • Published : 2009.10.31
Download PDF
⟨ Previous Next ⟩

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

References

  1. 강영기. (1998). 인지방식의 혁신성과 혁신제품의 특성지각 이 혁신적 행동에 미치는 영향 연구. 연세대학교 대학원 박사학위 논문
  2. 김선희. (2007). 패스트 패션(Fast Fashion)에 대한 고찰(제1보)-마케팅 전략을 중심으로-. 복식문화연구, 15(5), 875-887
  3. 김한나, 이은영. (2000). 유행동조성과 혁신성에 따른 소비자 세분화 및 준거대상 연구. 한국의류학회지, 25(7), 1341-1352
  4. 박경애. (1987). 패션확산 전략에 개성개념의 적용에 관한 연구-개성, 패션혁신성, 의견선도력간 관계를 중심으로-. 이화여자대학교 대학원 석사학위 논문
  5. 박경애. (2000). 진기함 추구성향이 패션혁신행동과 대인영향력에 미치는 영향-성별에 따른 차이 분석. 한국의류학회지, 24(2), 257-265
  6. 배정주. (1989). 유행선도력 척도개발을 위한 기초연구. 서울대학교 대학원 석사학위 논문
  7. 성희원, 전양진. (2005). 국내 골퍼들의 햇빛차단 행동 및 자외선차단 의복에 대한 태도 조사. 한국의류학회지, 29(1), 189-197
  8. 이미아. (2008). 패션상품의 채택과 확산에 관한 연구. 서울대학교 대학원 박사학위 논문
  9. 이은영. (1997). 패션마케팅. 서울: 교문사
  10. 이화연. (1987). 유행선도력 예측변인에 관한 연구. 서울대학교 대학원 석사학위 논문
  11. 전대근. (2008a). 성인여성의 내재적 혁신성이 관여와 유행 혁신성에 미치는 영향. 한국의류학회지, 32(11), 1739-1749
  12. 전대근. (2008b). 성인여성의 유행혁신성과 구매상황요인이 유행채택행동에 미치는 영향. 대한가정학회지, 46(8), 109-120
  13. 조필교, 구은영. (1996). 의복관여와 유행혁신성, 유행의견선도력과의 관계. 대한가정학회지, 34(5), 223-233
  14. 탁혜령. (2005). 웰빙 의류제품채택의 영향요인 연구. 연세대학교 대학원 석사학위 논문
  15. 홍경희, 이윤정. (2006). 혁신제품으로서의 기능성 소재 유아복의 채택단계에 미치는 영향요인. 한국의류학회지, 30(1), 146-156
  16. Barnett, H. G. (1953). Innovation: The basis of cultural change. New York: McGraw Hill Book
  17. Baumgarten, S. A. (1975). The innovative communicator in the diffusion process. Journal of marketing Research, 12(1), 12-18 https://doi.org/10.2307/3150653
  18. Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of internet shopping: The role of consumer innovativeness. Industrial Management & Data Systems, 100(7), 294-300 https://doi.org/10.1108/02635570010304806
  19. Goldsmith R. E. (2002). Some personality traits of frequent clothing buyer. Journal of Fashion Marketing and Management, 6(3), 303-316 https://doi.org/10.1108/13612020210441373
  20. Goldsmith R. E., & Flynn, L. R. (1992). Identifying innovators in consumer product markets. European Journal of Marketing, 26(12), 42-55 https://doi.org/10.1108/03090569210022498
  21. Goldsmith R. E., & Hofacker C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-222 https://doi.org/10.1007/BF02726497
  22. Hirschman, E. C. (1980). Innovativeness, novelty seeking and consumer creativity. Journal of Consumer Research, 7(3), 283-295 https://doi.org/10.1086/208816
  23. Hirschman, E. C. (1982). Symbolism and technology as sources for the generation of innovations. Advances in Consumer Research, 9(1), 537-541
  24. Hirschman, E. C., & Adcock, W. O. (1978). An examination for innovative communicators, opinion leaders and Innovators for men's fashion apparel. Advances in Consumer Research, 5(1), 308-314
  25. Holak, S. L. (1988). Determinants of innovative durables adoptions: An empirical study with implications for early product screening. Journal of Product Innovation Management, 5, 50-69 https://doi.org/10.1016/0737-6782(88)90032-X
  26. Holak, S. L., & Lehmann, D. R. (1990). Purchase intentions and the dimensions of innovation: An exploratory model, Journal of Product Innovation Management, 7, 59-73 https://doi.org/10.1016/0737-6782(90)90032-A
  27. Ko, E., Shintaro, O., Lee, C., & Yun, H. (2009). The influences of perceived risk on attributes of smart clothing-Comparison among Korea, Spain, and U.S.-. Journal of the Korean Society of Clothing and Textile, 33(6), 893-903 https://doi.org/10.5850/JKSCT.2009.33.6.893
  28. Labay, D. G., & Kinnear, T. C. (1981). Exploring the consumer decision process in the adoption of solar energy systems. Journal of Consumer Research, 8(3), 271-278 https://doi.org/10.1086/208865
  29. Meyers, P. W., & Frances, G. T. (1989). Defining roles for logistics during routine and radical technological innovation. Journal of the academy of marketing science, 17(1), 73-82 https://doi.org/10.1007/BF02726356
  30. Midgley, D., & Dowling G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4), 229-242 https://doi.org/10.1086/208701
  31. Ostlund, L. E. (1974). Perceived innovation attributes as predictors of innovativeness. Journal of Consumer Research, 1(2), 23-29 https://doi.org/10.1086/208587
  32. Patton, M. Q. (1990). Qualitative evaluation and research method (2nd ed.). Newbury Park, CA: Sage Publications, Inc
  33. Rogers, E. M. (1962). Diffusion of innovation (5th ed.). New York: Free Press
  34. Rothberg, R. (1981). Corporate strategy and product innovation, (2nd ed.). New York: Free Press
  35. Schiffman, L. G., & Kanuk, L. L. (1983). Consumer behavior, (2nd ed.). Englewood Cliffs New Jersey: Prentice-Hall
  36. Shoemaker, R. W., & Shoaf, F. R. (1975). Behavioral changes in trail of new product. Journal of Consumer Research, 2(2), 104-109 https://doi.org/10.1086/208621
  37. Sproles, G. B. (1981). Analyzing fashion life cycles-principles and perspectives. Journal of Marketing, 45(4), 116-124 https://doi.org/10.2307/1251479
  38. Sung, H. (2003). Golfers' UV exposure, health beliefs and practices and intention to adopt UV protective clothing. Unpublished doctoral dissertation, Michigan State University, East Lansing

Cited by

  1. Gender Differences on the Effects of Fashion Innovativeness and Utilization on the Price Perception of Formal Wear and Climbing Wear vol.37, pp.7, 2013, https://doi.org/10.5850/JKSCT.2013.37.7.972
  2. Effect of Clothing Interest on Party Preference and the Construction of Party Unities according to Party Wear Types vol.40, pp.4, 2016, https://doi.org/10.5850/JKSCT.2016.40.4.733
  3. Impact of Consumer Innovativeness on Fashion Consumption Propensity and Clothing Satisfaction - Focusing on Female Smart Phone Users in 20's and 30's - vol.14, pp.4, 2012, https://doi.org/10.5805/KSCI.2012.14.4.578
  4. A Comparative Study of Korean and British Consumers for the Diffusion of Green Fashion Products vol.36, pp.10, 2012, https://doi.org/10.5850/JKSCT.2012.36.10.1087
  5. Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention vol.18, pp.6, 2014, https://doi.org/10.12940/jfb.2014.18.6.157
  6. The Influence of Innovativeness and Price Sensitivity on Purchase Intention of Smart Wear vol.36, pp.2, 2012, https://doi.org/10.5850/JKSCT.2012.36.2.218
  7. Antecedents of dressing style vol.21, pp.5, 2013, https://doi.org/10.7741/rjcc.2013.21.5.639
  8. The effect of consumers' involvement and innovativeness on the utilization of fashion wardrobe 2014, https://doi.org/10.1111/ijcs.12078
  9. The Effect of Customer-to-Customer Interactions on the Preference of Fashion Purchase Environment vol.35, pp.12, 2011, https://doi.org/10.5850/JKSCT.2011.35.12.1497
  10. Materialism, Fashion Involvement, Fashion Innovativeness and Use Innovativeness: Exploring Direct and Indirect Relationships vol.08, pp.11, 2018, https://doi.org/10.4236/tel.2018.811158