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BY-NC-ND 3.0 license Open Access Published by De Gruyter Open Access December 23, 2016

Modeling and Analysis of the Motivations of Fast Fashion Consumers in Relation to Innovativeness

  • Canan Saricam EMAIL logo and Nazan Erdumlu
From the journal Autex Research Journal

Abstract

In this study, fast fashion concept is investigated in order to understand the motivations of the consumers that make them adopt these products because of their willingness for the innovativeness. The relationship between the motivational factors which were named as “Social or status image” and “Uniqueness” as expressions of individuality, “Conformity” and the willingness for “Innovativeness” is analyzed using a conceptual model. Exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used to analyze and validate the model. The data used for the study was obtained from 244 people living in Turkey. The findings showed that the motivational factors “Social or status image” and “Uniqueness” as expressions of individuality are influential on the consumers’ willingness for “Innovativeness”.

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Published Online: 2016-12-23
Published in Print: 2016-12-1

© 2016 Autex Research Journal

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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