Profiling fashion innovators A study of self‐concept, impulse buying and Internet purchase intent

Profiling fashion innovators A study of self‐concept, impulse buying and Internet purchase intent As fashion innovators are the chief buyers of fashion at the introductory stage, they have significant influence on the product at the later stages. Building on this, this study attempts to achieve four main objectives. First, it provides a demographic profile of fashion innovators. Second, it identifies the differences in self‐concepts between innovators and non‐innovators. Third, it attempts to discover if innovators are impulse purchasers. Finally, it investigates if fashion innovators will purchase impulsively online from Internet stores. The results show that innovators were found to have a unique self‐image. They are more excitable, indulgent, contemporary, liberal and colourful. Compared to the results in Goldsmith et al.'s study, only two of the characteristics were found to be identical (contemporary and colourful). The differences in other self‐ascribed characteristics are excitable and indulgent (this study) and comfortable, pleasant and vain. The results also seem to suggest that innovativeness is related to marital status. Fashion innovators generally exhibit impulsive behaviour. They might be able to expand their scope of fashion knowledge through the Internet, not just merely through fashion magazines. However, the findings of this study showed that there is no difference between fashion innovators and non‐innovators in Internet purchase. Despite this finding, the Internet can still be used as an advertising tool to appeal to the innovators. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Profiling fashion innovators A study of self‐concept, impulse buying and Internet purchase intent

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020410559993
Publisher site
See Article on Publisher Site

Abstract

As fashion innovators are the chief buyers of fashion at the introductory stage, they have significant influence on the product at the later stages. Building on this, this study attempts to achieve four main objectives. First, it provides a demographic profile of fashion innovators. Second, it identifies the differences in self‐concepts between innovators and non‐innovators. Third, it attempts to discover if innovators are impulse purchasers. Finally, it investigates if fashion innovators will purchase impulsively online from Internet stores. The results show that innovators were found to have a unique self‐image. They are more excitable, indulgent, contemporary, liberal and colourful. Compared to the results in Goldsmith et al.'s study, only two of the characteristics were found to be identical (contemporary and colourful). The differences in other self‐ascribed characteristics are excitable and indulgent (this study) and comfortable, pleasant and vain. The results also seem to suggest that innovativeness is related to marital status. Fashion innovators generally exhibit impulsive behaviour. They might be able to expand their scope of fashion knowledge through the Internet, not just merely through fashion magazines. However, the findings of this study showed that there is no difference between fashion innovators and non‐innovators in Internet purchase. Despite this finding, the Internet can still be used as an advertising tool to appeal to the innovators.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Dec 1, 2004

Keywords: Fashion; Innovation; Fashion industry; Consumer behaviour

References

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