Fashion savvy II: 타인의 부정적 평가에 대한 두려움, 자아존중감과 의복구매 자신감이 fashion savvy에 미치는 영향

Abstract

Abstract The purpose of this study was to test the determinants of fashion savvy. As determinants, this study examined fear of negative evaluation by others and self esteem as subject-related variables and consumer confidence in fashion decisions as the product-related variable. It was hypothesized that fear of negative evaluation and self esteem influence fashion savvy both directly and indirectly through consumer confidence in fashion decisions. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and path analysis were conducted. Tests of the hypothesized path show that one factor of fear of negative evaluation and self esteem influence fashion savvy directly and indirectly through consumer confidence in fashion decisions. More specifically, ‘fear of negative impression and judgment’ factor negatively influences ‘marketing literacy’ and ‘consumer self- efficacy’ of fashion savvy, whereas self-esteem positively influences ‘consumer self-efficacy’ of fashion savvy. In addition, consumer confidence in fashion decisions influences all six factors of fashion savvy. The implications of these findings and suggestions for future study are also discussed. Keywords: fashion savvy(패션 세비), fear of negative evaluation by others(타인의 부정적 평가에 대한 두려움), self esteem(자아존중감), consumer confidence in fashion decisions(의복구매 자신감)