• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1671-1686
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• 2010

This research presents a fashion adoption process model based on collective selection theory and examines the differences in the consumer adoption process of merchandising types at each stage of the fashion cycle. A questionnaire survey of 472 adult women was conducted for the purpose of empirical analysis of the fashion adoption process. The results show that fashionability and popularity (the primary attributes of fashion goods) have direct effects on resistance and adoption as well as indirectly through social compatibility and personal compatibility in the evaluation stage. In conclusion, on the theoretical side, this study verified the fashion process model according to consumer participation in the adoption process of fashion goods existing at different stage of the fashion cycle, internally through negotiating with individual tastes, and externally through interacting with others. On the practical side, this study presented an empirical result that can apply to merchandizing strategy centered on merchandizing type by connecting consumer adoption for the fashion goods released by actual companies.