- Volume 25 Issue 7
When segmenting consumers according to their fashion adoption behavior, it has been assumed that consumers' fashion conformity and innovativeness characteritics are negatively correlated. The purpose of this study was to examine the relationship between conformity and innovativeness and that these two attributes exist independently. The research problems of this study were to segment consumers according to the degrees of conformity and innovativeness, and to identify differences in reference groups and clothing purchasing behavior among the segments. The results of the empirical study showed that the fashion conformity and innovativeness were in and innovativeness; High conformity/High innovativeness group(HC/HI), High conformity/Low innovativeness group (HC/LI), Low conformity/High innovativeness group(LC/HI?, and Low conformity/Low innovativeness group (LC/LI). When the groups were compared in their reference groups and purchasing behavior, it was found out that HC groups were more influenced by reference groups than LC groups. When HC/LI and HC/HI groups were compared, HC/LI group was more influenced by their parents and siblings, while HC/HI group was more influenced by upper class and celebrities. Both groups were mostly influenced by friends and desirable passengers on the street. Friends and passengers were most influential to LC groups also, even though they were less influenced than HC groups. In conclusion, the fashion conformity and innovativeness were found to exist in different dimensions consisting dual structure. Thus, retailers and marketers can make their strategies more successfully if they use these two characteristics separately when segmenting consumers.
- 대한가정학회지 v.21 no.1 패션리더쉽에 관한 연구 김민자;김정호
- 의복 구매시 상표충성도에 관한 연구 김지연
- 의복동조에 관한 연구 박혜선
- 유행선도력 척도개발을 위한 기초연구 배정주
- 하위문화는 저항하는가 이동연(외)
- 패션마케팅 이은영
- 한국의류학회지 v.20 no.1 정보적 영향에 의한 의복동조성 연구 정미실
- The Why of the Fashion Anspach, K.
- General and Applied v.70 no.9 Studies of Independence and Conformity: I. A Minority of One Against a Unainmous Majority; Psychological Monographs Asch, S. E.
- Consumer Behavior in Marketing Action(4th ed.) Assael, H.
- Journal of Home Economics v.49 Informational Sources in the Adoption Process of New Fabrics Beal, G. M.;Rogers, E. M.q
- Journal of Midwest Marketing v.4 The Need for uniqueness and the Adoption Process Burns, D. J.
- The Innovation in the Fashion adoption Process in Marketing King, C. W.
- Journal of Applied Social Psychology v.27 no.21 Individual Differences in the Pursuit of Self-Uniqueness Through Consumption Lynn, M.;Harris, J.
- Psychological Bulletin v.95 Hidden Impact of Minorities: Fifteen years of Minority Influence Research Maass, A.;Clark, R. D. Ⅲ
- Social Influence and Social Change Moscovici, S.
- Psychological Review v.93 Differential Contributions of Majority and Minority Influence Nemeth, C.
- Economics of Fashion Nystrom, P
- Diffusion of Innovation(Fourth Edition) Rogers, E. M.
- Sociological Quarterly Correlates of Fashion Leadership: Implications for Fashion Process Theory Schrank, H.;Gilmore, D
- The concept of Reference Groups in Human Relations;Group Relation at the Crossroads Sherif, M.;M. Sherif(ed.);M. O. Wilson(ed.)
- Fashion: Consumer Behavior toward Dress Sproles, G. B.