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Perceived Value Dimensions of Up-cycling Fashion Goods and the Relationship with Attitude and Purchase Intention -The Moderating Effect of Fashion Innovativeness-

업사이클링 패션제품의 지각된 가치 차원과 태도 및 구매의도의 관계 -유행혁신성의 조절효과-

  • Park, Hyun Hee (School of Business Administration, Kyungpook National University)
  • Received : 2014.09.25
  • Accepted : 2014.11.20
  • Published : 2015.04.30

Abstract

This study investigates the effect of perceived value on attitude and purchase intention of upcycling fashion goods. The study also examines the effect of perceived value on attitudes according to fashion innovativeness. The qualitative data analysis results from NVivo 10.0 showed that consumers paid attention to the creative design value, environmental value, scarcity value of upcycling fashion goods. Next, 201 effective questionnaires were analyzed using SPSS 22.0 and AMOS 20.0. The results are as follows. First, there were 5 factor solutions for the perceived value of up-cycling fashion goods: environmental value, creative design value, functional value, emotional value, and self-expression value. Second, environmental value, functional value, and self-expression value positively affected attitude; however, creative design value and emotional value did not affect attitude. Third, attitude positively influenced purchase intention of upcycling fashion goods. Fourth, there was a significant difference in the magnitude of the effect of self-expression value on attitude according to fashion innovativeness. The results of this study provide useful information for marketers or managers interested in upcycling fashion goods.

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