Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Identifying the Consumers Purchasing Fashion Products Designed by Emerging Designers -Focused on the Role of Fashion Innovativeness and Price Sensitivity-

신진 패션 디자이너 제품의 소비자에 대한 고찰 -유행 혁신성과 가격 민감성의 역할을 중심으로-

  • Shim, Soo In (Dept. of Fashion Design, Chonbuk National University/Research Institute of Human Ecology, Chonbuk National University)
  • 심수인 (전북대학교 의류학과/전북대학교 인간생활과학연구소)
  • Received : 2017.08.24
  • Accepted : 2017.10.13
  • Published : 2017.12.31
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Abstract

The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.

Keywords

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