Abstract
Despite the prevalence and significance of social shopping in fashion consumption, researchers have not systematically defined this phenomenon. The purpose of this study was to develop a scale of social shopping for fashion using three steps: Item generation, scale purification, and scale validation. A five-dimensional scale with 16 behavioral items was developed. The validation process successfully demonstrated reliability and validity of the scale. This study provides insights for marketers and retailers to understand their customers’ shopping behaviors associated with various social and interpersonal activities.
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