Predicting Fashion Innovativeness by Perceived Attributes of Innovation

패션 예측과 지각된 혁신의 특성

The purpose of this study was to investigate the role of perceived attributes of innovation in predicting the fashion innovativeness of female college students and to compare results with the predictive efficacy of selected psychographic variables. The data were analyzed by factor analysis and stepwise multiple regression. Frequency, percentage and man values were used to evaluate the descriptive data. The major findings derived from analysis are as follows: 1. Of the psychographic variables used to predict fashion innovativeness fashion interest was the most predictive of fashion innovativeness followed by venturesomeness. 2. So only perceived attributes variables found to be predictive of fashion innovativeness was perceived risk.