Influence of Self-Monitoring and Materialism on Fashion Clothing Involvement
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2017, Vol 7, Issue 2
Abstract
Being a principal component of consumption decisions, fashion has social and cultural importance for people. Women, who are the most powerful consumers in the world, make up the largest and fastest-growing market and are an interesting group of consumers to marketers. Previous studies suggest that self-monitoring and materialism are influential on fashion clothing involvement of women. Female consumers involved in fashion are considered to drive the fashion adoption process. This study was conducted by administering a questionnaire to non-working female consumers interested in fashion. Research data were obtained via face-to-face survey. While self-monitoring and materialism were taken as antecedents, fashion clothing involvement was taken as the outcome of the research model. The results point to a significant positive effect of materialism and self-monitoring on fashion involvement. They also show that there is a positive relationship between self-monitoring and materialism.
Authors and Affiliations
Hatice Aydın
Keywords
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- EP ID EP603227
- DOI 10.6007/IJARBSS/v7-i2/2639
- Views 64
- Downloads 0
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