Fashion Opinion Leadership Research Articles

남성의 유행선도력에 따른 화장품 구매실태와 평가기준

The purpose of this study is to classify men's fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20's and 30's living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncan-test, and <TEX>$X^2$</TEX>-test are all used for data analysis. Our findings are as follows. Men's fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men's fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy. Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount. Although the cosmetic markets for men show high average growth rates per year, cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers' experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.

한국과 일본여대생의 체형인식과 자아존중감, 신체만족도 및 신체이미지가 유행선도력에 미치는 영향

This study compares the perceived body image of female college students in Korea and Japan as well as explains the difference in the level of self-esteem, body cathexis, body image and fashion leadership based on nationality and body. The sense of fashion leadership affected by these factors was also analyzed. A high ratio of Korean and Japanese female students perceived themselves as obese compared to actual body physique. It was shown that body was highly distorted. They showed a comparatively low level of satisfaction with appearance in contrast to their high interest in their appearance and weight. Thin bodied individuals showed a high level of self-esteem and body cathexis; however, persons with an obese body showed a low level of body cathexis. They showed high interest in appearance regardless of body physique; however, they remain unsatisfied with their appearance. Individuals with an obese body and a standard somatotype showed a high concern with weight. A high fashion opinion leadership was reciprocal to a high interest in appearance and satisfaction with appearance. Korean female students showed an indirect positive effect on fashion opinion leadership through body cathexis, self-esteem, interest in appearance, and satisfaction with appearance. A thin body showed a positive effect on fashion opinion leadership and an obese body had a negative effect. Fashion innovativeness was directly influenced persons with a high degree of self-esteem and interest in appearance. Japanese female students were directly affected by fashion innovativeness; however, Korean female students were indirectly affected by fashion innovativeness through self-esteem and interest in appearance.

Predicting purchase intention for private sale sites

PurposeThe purpose of this paper is to explore the impacts of several consumer characteristics (fashion leadership, impulse buying, bargain shopping), web site attitude, and visit frequency on intention to purchase from a private sale site.Design/methodology/approachData were collected from 164 female respondents who were members of at least one private sale site. The sample was selected mainly by using a snowball sampling technique which relied on chain referrals to recruit eligible participants. Factor analysis results suggested that fashion leadership consisted of two dimensions: fashion opinion leadership and fashion innovativeness. Regression analysis was conducted to determine how strongly purchase intention for private sale sites was predicted by fashion opinion leadership, fashion innovativeness, impulse buying, bargain shopping, web site attitude, and visit frequency.FindingsRegression results showed that ease of use was the only dimension of web site attitude that significantly predicted purchase intention. Impulse buying and bargain shopping also significantly influenced purchase intention. Implications for future research and limitations were also discussed.Originality/valueAs private sale sites continue to grow in popularity, insight into the psychology and behaviors of shoppers at these sites has become more important. There has been, however, no published research that examines what motivates consumers to purchase from private sale sites.

Fashion consumer groups and online shopping at private sale sites

AbstractWith the increasing popularity of private sale sites, it has become more important to understand those shoppers regularly visiting these sites. To date, no published studies have reported on shoppers of private sale sites. The current study was designed to divide shoppers of private sale sites into distinct fashion consumer groups based on their levels of fashion leadership, and to examine their differences in shopping behaviours. Data were collected from a convenience sample of 164 women aged 18 and older who were members of at least one private sale site. The respondents were recruited mainly using a snowball sampling technique, which relied on chain referrals to identify eligible participants. Factor analysis results suggested that fashion leadership consisted of two dimensions: fashion opinion leadership and fashion innovativeness. The respondents were divided into four groups, named fashion followers, fashion opinion leaders, fashion innovators and innovative communicators, based on their scores on the two dimensions of fashion leadership. In order to compare characteristics of the four groups, a series of anova were conducted and significant group differences were found in hedonic shopping, site visit frequency, and purchase intention. The significantly higher levels of visit frequency and purchase intention for innovative communicators indicate that this group represents a valuable market segment for online private sale companies to target. Implications for future research and limitations were also discussed.

사회적 지지가 청소년의 자기관리, 외모만족도 및 유행의사선도력에 미치는 영향

When adolescents undergo the period of transition, they need to promote self-confidence from social support by parents, teachers or friends. It was believed that boosting subjective perception on their main areas of interest such as academic performance, appearance and fashion will result in happiness. The main purpose of this study was to investigate the influence of social support including family support, teacher support and friend support on self management, appearance satisfaction and fashion opinion leadership. A total of 412 questionnaires from the middle and high school students living in or near Seoul were collected and analyzed. The results indicated that teacher support and family support had a positive effect on self-management and family support had a positive effect on appearance satisfaction. Furthermore, friend support had a positive effect on fashion opinion leadership. In conclusion, implications for promoting self-confidence related to self-management, appearance satisfaction and fashion opinion leadership with the help of social support are suggested.

ANTECEDENTS AND OUTCOMES OF FASHION CLOTHING INVOLVEMENT

This study examines the antecedents and consequences of fashion clothing involvement. Data were gathered via a self-completed questionnaire with a sample size of 193 nontraditional students (working adults who attend college classes in the evenings) in three universities in HCM city. The results indicate that fashion clothing involvement is significantly effected by sign-value and hedonic-value. Further, it was found that fashion clothing involvement influences fashion clothing knowledge and fashion opinion leadership.

유행선도력에 따른 온라인 구전활동

This research investigates the effect of fashion leadership on Word of Mouth (WOM) communications on the Internet. This research categorizes consumers into groups by fashion leadership and compares the groups regarding the WOM behavior (degrees of WOM acceptance and delivery as well as the motivations of WOM acceptance and delivery). The subjects of the study were 325 males and females. Major statistical methods used for the study were factor analysis, ANOVA, Scheff<TEX>$\acute{e}$</TEX>'s test, and chi-square test. The results categorized consumers into five groups by fashion leadership (dual leaders, fashion innovators, fashion opinion leaders, fashion followers, and fashion laggards). There were significant differences among fashion leadership groups over WOM behavior (acceptance and delivery) and monthly clothing expenditures. Fashion dual leaders had a higher degree of WOM acceptance with motivation of fashion information acquisition and compliance, and they had a higher degree of WOM delivery through motivation of economic compensation, pleasure, and advice. In addition, they had a higher expenditure for clothing products. Fashion innovators had a lower degree of compliance in WOM acceptance. Fashion opinion leaders had a higher degree of WOM delivery through motivation from advice. Fashion followers delivered WOM through motivation of economic compensation and advice. Fashion laggards had a lower degree of WOM acceptance and delivery.

20~30대 여성의 유행선도력에 따른 속옷 구매행동 및 태도에 관한 연구

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe`s test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.

Hedonic and utilitarian shopping motivations of fashion leadership

PurposeThe purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.Design/methodology/approachA survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.FindingsThe results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.Practical implicationsThe results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.Originality/valueThe study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre

Early in the product life cycle certain consumers, called innovators, embrace innovations. The consumer innovator plays a prominent role in the diffusion and ultimate adoption of new products. This article examines consumer innovativeness among females in the context of the fashion industry. Fashion innovators represent a profitable market segment in the fashion industry, and understanding consumer fashion innovativeness may enable fashion suppliers to obtain a suitable return on their investment. Results show positive relationships between consumer fashion innovativeness and fashion opinion leadership, fashion involvement and need for uniqueness. A recommendation is made that fashion retailers should design unique, customised offerings in order to fulfil the needs and wants of innovators.

Consumer Innovativeness for Fashion as a Second Order Construct: A Cross-Cultural Study

Abstract Setting and changing prices is difficult for marketing managers, especially for new products. Consumer price sensitivity (how consumers react to prices or to price changes) makes a difference in the likelihood consumers will buy (Ainslie and Rossi 1998). For many new products, the reactions of the earliest buyers or innovative consumers are critical to success (e.g., Munnukka 2005). But how important is the price of new products to innovators? The answer to this question is of theoretical interest and of practical importance to marketers, especially when marketing new fashions, where innovators play a crucial role in consumer acceptance. Existing research shows that innovators are relatively less sensitive to prices of new products than are later adopters; that is, they are more willing to pay higher prices (Goldsmith 1996, 1999). However, the evidence in favor of the negative relationship between innovativeness and price sensitivity is based largely on studies that conceptualize and measure inno...

Fashion Adoption Categories: A New Investigation of Personality Facets and Demographics

This study investigates personality facets and demographics as predictors of the following fashion adoption categories: fashion innovation, fashion opinion leadership, and fashion opinion seeking. Everett Rogers’ ideal types and the Five Factor Model are the theoretical frameworks applied in the study. Data are collected via a mailed questionnaire returned by 285 participants in the United States. Regression results demonstrated that income is a significant positive predictor for fashion innovativeness. Additional findings showed that gender as well as the personality facets of actions and achievement striving are significant predictors for fashion opinion leading. Age, gender, education, and the personality facet of deliberation are significant predictors for fashion opinion seeking. In the present study, there is no overlap among the variables found to be significant predictors of fashion innovation, fashion opinion leading, and fashion opinion seeking. The results imply that neither personality nor demographics are the common characteristics between any two of the three adoption categories. Implications for future research on fashion adoption categories are discussed.

An analysis of factors affecting fashion opinion leadership and fashion opinion seeking

PurposeThis paper aims to test hypothesized relationships of consumer need for uniqueness, attention to social comparison information, status consumption, and role‐relaxed consumption with opinion leadership and opinion seeking for new fashionable clothing.Design/methodology/approachThe authors surveyed 598 consumers between the ages of 18 and 83 years using a self‐administered questionnaire. Correlation and linear regression analyses showed that all four independent variables were related to both dependent variables.FindingsConsumer need for uniqueness was related positively to opinion leadership, but negatively with opinion seeking for younger consumers. Attention to social comparison information was positively related more highly to opinion seeking than to opinion leadership. Status consumption had the largest overall positive association, followed by role‐relaxed consumption, which was negatively related.Research limitations/implicationsSome findings confirm earlier studies and some break new ground. The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used and the cross‐section survey method precludes making causal statements. The effects of other, unmeasured variables could be assessed.Practical implicationsApparel marketers seeking to encourage opinion leaders to promote their lines of new clothing might devise appeals emphasizing the social significance and status of the new fashions and how they bestow uniqueness on their wearers.Originality/valueThe study not only confirms previous findings regarding consumer need for uniqueness and attention to social comparison information, but expands the description of motivating factors with status and role‐relaxed consumption.

Attitude towards fashion advertisements with political content: impacts of opinion leadership and perception of advertisement message

AbstractFashion advertisements with political content are unique in that they go against the accepted strategy of advertising. As fashion advertisements with political content become more prevalent, consumers’ reactions to them become an important subject of research. This study examines consumers’ attitudes towards fashion advertisements with political content with respect to fashion and political opinion leadership, political views, perception of advertisement message and product attitude. Results showed that attitude towards advertisements with political content was influenced significantly by the viewer's political views and agreement with the advertisement message, but not by political opinion leadership. Fashion opinion leadership influenced product attitude only for advertisements without political content. The viewers’ advertisement attitudes were carried over to product attitudes regardless of the presence of political message.

Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers

AbstractThe purposes of this study were to determine whether fashion consumer groups (fashion followers, fashion innovators, fashion opinion leaders and innovative communicators) differ in centrality of visual product aesthetics, consumers' need for uniqueness and need for touch, and to examine possible correlations among these variables. Fashion design and merchandizing students completed the following scales: Need for Touch, Consumers' Need for Uniqueness, Centrality of Visual Product Aesthetics, Measure of Fashion Innovativeness and Opinion Leadership plus demographic information. Innovative communicators had a greater need for uniqueness than followers and opinion leaders, but not than innovators. Fashion followers scored lower on Centrality of Visual Product Aesthetics than did innovative communicators, innovators and opinion leaders. There was no difference in Need for Touch among fashion consumer groups. Scores on Need for Touch were positively correlated with scores on Centrality of Visual Product Aesthetics and Consumers' Need for Uniqueness. Scores on Centrality of Visual Product Aesthetics were positively correlated with scores on Consumers' Need for Uniqueness. Scores on Fashion Innovativeness and Opinion Leadership were positively correlated with scores on Centrality of Visual Product Aesthetics and Consumers' Need for Uniqueness. Scores on Fashion Innovativeness and Opinion Leadership were not significantly correlated with those on Need for Touch. Fashion consumer groups did differ in centrality of visual product aesthetics and need for uniqueness, but not in need for touch.

A Preliminary Note: Campus Subgroup Membership and Football Game Day Attire

Differences were found in college women's attire at football games by organizational identification, perceived organizational prestige, game day attendance, and fashion opinion leadership. Factors of clothing choice were Fashion Consciousness, Desire for Comfort, Desire for Uniqueness, and Expression of School Spirit.

Some psychological motivations for fashion opinion leadership and fashion opinion seeking

PurposeTo model the relationships between consumer need for uniqueness and attention to social comparison information with fashion opinion leadership and fashion opinion seeking.Design/methodology/approachA total of 201 US undergraduate students were surveyed and standard scales were used to measure consumer need for uniqueness, attention to social comparison information, fashion opinion leadership, and fashion opinion seeking.FindingsBoth consumer need for uniqueness and attention to social comparison information were positively related to fashion opinion leadership. Attention to social comparison information was also positively related to fashion opinion seeking, but consumer need for uniqueness was negatively related to fashion opinion seeking.Research limitations/implicationsThe findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used, and the cross‐sectional survey method prevents one from making causal statements. The effects of other, unmeasured variables could not be assessed.Practical implicationsApparel marketers seeking to encourage opinion leaders to promote their lines of new clothing might devise appeals emphasizing the social significance of the new products and how they bestow uniqueness on their owners. Such appeals might be more effective than those not stressing these psychological motivations. Appeals to consumers more likely to seek than to give opinions might also stress the social significance of the clothing, but appeals to uniqueness might not be effective with these consumers. Perhaps a belongingness appeal would be more effective.Originality/valueThese psychological concepts have not been studied very much in the clothing/fashion product domain. They give new insights into the psychology of clothing opinion leaders and opinion seekers.

Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines

ABSTRACT Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research findings on women9s fashion, particularly magazines, reveal that a media plan targeted at opinion leaders can succeed, that these opinion leaders tend to be positive toward and discuss advertising media, and that they read more women9s fashion magazines and have significantly more affinities with such media than nonopinion leaders.

Fashion groups, gender, and boredom proneness

AbstractThis study examined differences between men and women and among fashion consumer groups (fashion innovators, fashion opinion leaders, innovative communicators, and fashion followers) in propensity toward boredom. Participants (126 male, 130 female university students) completed questionnaires measuring fashion group membership, boredom proneness, and demographics.anovarevealed significant effects for fashion group for two dimensions of boredom proneness: internal stimulation and constraint. Innovative communicators indicated lower propensity for boredom because of need for internal stimulation but more propensity for boredom because of constraint than fashion followers. Men indicated greater propensity for boredom because of need for external stimulation than women did.

Use of the Need for Uniqueness Scale to Characterize Fashion Consumer Groups

The purpose of this study was to identify differences between fashion opinion leaders, fashion innovators, innovative communicators, and fashion followers in their need for uniqueness. It was predicted that fashion change agents (i.e., fashion opinion leaders, fashion innovators, and innovative communicators) would have a greater need for uniqueness than fashion followers. Participants in this study were 264 students enrolled in a U.S. university located in the Midwest (males = 110, females =154) who represented a variety of majors. Hirschman and Adcock's (1978) Measure of Innovativeness and Opinion Leadership was used to identify the four fashion consumer groups. Need for uniqueness was measured by Fromkin and Lipshitz's (1976) Need for Uniqueness Scale. Data were analyzed using descriptive statistics and analysis of variance. There was a significant difference in scores on the Need for Uniqueness Scale between fashion followers and fashion change agents (fashion opinion leaders, fashion innovators, innovative communicators, who did not differfrom one another). Results suggest that fashion change agents have a greater need for uniqueness than fashion followers. Implications for uniqueness theory and consumer behavior relative to fashion are included.