Male fashion leadership: Hedonic and utilitarian clothing shopping motivations within the South African context

IF 1.9 Q3 BUSINESS

International Journal of Fashion Design, Technology and Education Pub Date : 2022-09-21 DOI:10.1080/17543266.2022.2124314

Lizelle Janse van Rensburg, B. Jacobs, M. Graham

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引用次数: 1

Abstract

ABSTRACT This study aimed to explore how male fashion innovators and opinion leaders differ regarding hedonic and utilitarian shopping motivations for clothing. The survey data were collected using an online self-administered questionnaire that was developed from existing scales. A total of 220 usable questionnaires completed by a purposive sample of male respondents residing and working in urban metropolitans around Gauteng, South Africa, were analysed. MANOVA tests were run to determine the differences between fashion innovators and fashion opinion leaders in terms of hedonic and utilitarian shopping motivations. The findings indicated that fashion innovators were significantly more motivated by hedonic shopping motivation, especially escapism, role, social, and idea shopping. Fashion opinion leaders, alternatively, were more motivated by efficiency shopping. Interestingly, achievement shopping motivation was the most influential shopping driver for both fashion opinion leaders and fashion innovators.

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男性时尚领导:南非背景下的享乐主义和功利主义服装购物动机

摘要本研究旨在探讨男性时尚创新者和意见领袖在服装享乐主义和功利主义购物动机方面的差异。调查数据是使用在线自我管理问卷收集的，该问卷是根据现有量表开发的。共有220份可用的问卷，由居住和工作在豪登省附近的城市大都市的男性受访者有目的的样本完成，南非进行了分析。运用方差分析(MANOVA)检验，确定时尚创新者和时尚意见领袖在享乐主义和功利主义购物动机方面的差异。研究结果表明，时尚创新者明显更受享乐购物动机的驱动，尤其是逃避现实、角色购物、社交购物和创意购物。时尚意见领袖则更倾向于效率购物。有趣的是，成就购物动机是时尚意见领袖和时尚创新者最具影响力的购物驱动因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Fashion Design, Technology and Education Arts and Humanities-Visual Arts and Performing Arts

CiteScore

3.10

自引率

0.00%

发文量