Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Research on the Effect of Creative Fashion Consumer Efficacy on Innovative Fashion Product Acceptance

창의적 패션소비 효능감이 혁신적 패션 제품 수용에 미치는 영향

  • Lee, Ha Kyung (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
  • Received : 2019.10.23
  • Accepted : 2020.01.03
  • Published : 2020.04.30
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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.

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References

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