Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Comparative Analysis of Psychological Factors for Predicting Market Mavenism and Fashion Leadership

시장 전문성과 유행 선도력의 심리적 영향 요인 비교 연구

  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University) ;
  • Kim, Eun Young (Dept. of Fashion Design Information, Chungbuk National University)
  • 성희원 (경상대학교 의류학과) ;
  • 김은영 (충북대학교 패션디자인정보학과)
  • Received : 2015.08.17
  • Accepted : 2015.10.14
  • Published : 2015.11.30
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Abstract

The purpose of this study is to examine and compare effects of psychological factors on market mavenism and fashion leadership in order to determine the differences of two influential groups in the marketplace. The data were collected from 20's-50's consumers through an online survey institute and a total of 857 questionnaires were analyzed. Demographic variables (gender, age, and income level) were entered into the regression model 1 as independent variables, and 6 factors of consumer self-confidence, clothing involvement, status consumption, and price consciousness were entered into the regression model 2. In the regression model 1, gender (female) alone was significant in explaining market mavenism, while the income level had a positive relationship with fashion leadership. In the regression model 2, information acquisition, social outcome, persuasion knowledge among consumer self-confidence, and status consumption were significant predictors of market mavenism. On the other hand, personal outcome, social outcome, persuasion knowledge, clothing involvement, and status consumption had an effect on the fashion leadership. When comparing magnitudes of effects in predicting market mavenism and fashion leadership, social outcome and status consumption showed to have stronger impacts on fashion leadership than on market mavenism. Psychological factors showed to be more powerful in predicting market mavenism or fashion leadership, as compared to demographic variables.

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References

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