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Seung-Hee Lee
Southern Illinoise University

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Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. Are Fashion Consumers Willing to Take Risks to Purchase A New Fashion Technology Product? Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Yuli Liang. Are Fashion Consumers Willing to Take Risks to Purchase A New Fashion Technology Product? Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. 2020. "Are Fashion Consumers Willing to Take Risks to Purchase A New Fashion Technology Product?" Pivoting for the Pandemic 77, no. 1: 1.

Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. How Do Consumers Perceive Mobile Self-checkout in Fashion Retail Stores? Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Yuli Liang. How Do Consumers Perceive Mobile Self-checkout in Fashion Retail Stores? Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. 2020. "How Do Consumers Perceive Mobile Self-checkout in Fashion Retail Stores?" Pivoting for the Pandemic 77, no. 1: 1.

Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. Easy to Follow a Fashion Trendsetter on Social Media but It’s Hard to Become One. Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Yuli Liang. Easy to Follow a Fashion Trendsetter on Social Media but It’s Hard to Become One. Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. 2020. "Easy to Follow a Fashion Trendsetter on Social Media but It’s Hard to Become One." Pivoting for the Pandemic 77, no. 1: 1.

Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Ali Mahdi; Jun Qin; Seung-Hee Lee; Ying Chen; Yuli Liang. Where Do Consumers Look When Viewing Fashion Advertisements? Saliency Based Models for Visual Attention Prediction. Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Ali Mahdi, Jun Qin, Seung-Hee Lee, Ying Chen, Yuli Liang. Where Do Consumers Look When Viewing Fashion Advertisements? Saliency Based Models for Visual Attention Prediction. Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Ali Mahdi; Jun Qin; Seung-Hee Lee; Ying Chen; Yuli Liang. 2020. "Where Do Consumers Look When Viewing Fashion Advertisements? Saliency Based Models for Visual Attention Prediction." Pivoting for the Pandemic 77, no. 1: 1.

Conference paper
Published: 28 December 2020 in Pivoting for the Pandemic
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ACS Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. Social Media Engagement, Gender, Materialism, and Money Attitudes. Pivoting for the Pandemic 2020, 77, 1 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Yuli Liang. Social Media Engagement, Gender, Materialism, and Money Attitudes. Pivoting for the Pandemic. 2020; 77 (1):1.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. 2020. "Social Media Engagement, Gender, Materialism, and Money Attitudes." Pivoting for the Pandemic 77, no. 1: 1.

Research article
Published: 03 December 2020 in Journal of Global Fashion Marketing
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The purpose of this study was to examine differences in time-of-adoption groups (trendsetters, early adopters, late adopters, reluctant adopters) and gender regarding brand loyalty, perceived quality, and word-of-mouth (WOM). Participants were 138 men and 131 women at a US university. A questionnaire consisted of demographic items, and measures of trendsetting, brand loyalty, perceived quality, and WOM. M/ANOVA was used to analyze the data. Fashion trendsetters were more loyal to their favorite brand than early, late, and reluctant adopters. Men were more loyal to their favorite brand than women. Fashion trendsetters rated their favorite brand higher on perceived quality than early, late, and reluctant adopters. Men gave higher ratings to perceived quality of their favorite brand than women. Trendsetters and early adopters were more likely to tell others about their favorite brands than late and reluctant adopters. Men and women were equally likely to tell others about their favorite brands.

ACS Style

Seung-Hee Lee; Jane E Workman. Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth. Journal of Global Fashion Marketing 2020, 12, 16 -31.

AMA Style

Seung-Hee Lee, Jane E Workman. Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth. Journal of Global Fashion Marketing. 2020; 12 (1):16-31.

Chicago/Turabian Style

Seung-Hee Lee; Jane E Workman. 2020. "Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth." Journal of Global Fashion Marketing 12, no. 1: 16-31.

Journal article
Published: 12 November 2020 in Journal of Open Innovation: Technology, Market, and Complexity
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Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and public self-consciousness are concerned with consciousness (i.e., awareness; mindfulness) and both depend on social comparison processes. But the motivation underlying the social comparisons is different: with face consciousness, social comparisons yield appraisals of prestige and social status; with public self-consciousness, social comparisons yield assessments of situational appropriateness. The purpose of this study was to examine links among face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion leadership. Participants were 221 university students who completed a questionnaire. Descriptive statistics, Cronbach’s alpha reliability, and multivariate/univariate analysis of variance (M/ANOVA) were conducted to analyze data. Results showed that face consciousness and public self-consciousness similarly affected ratings of the social self-expressive brand. However, face consciousness (but not public self-consciousness) influenced ratings of brand prestige and inner self-expressive brand. Public self-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self-consciousness are both concerned with consciousness, they independently influence consumer decision-making in different ways. Theoretical and practical implications are provided.

ACS Style

Seung-Hee Lee; Jane Workman. How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making? Journal of Open Innovation: Technology, Market, and Complexity 2020, 6, 144 .

AMA Style

Seung-Hee Lee, Jane Workman. How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making? Journal of Open Innovation: Technology, Market, and Complexity. 2020; 6 (4):144.

Chicago/Turabian Style

Seung-Hee Lee; Jane Workman. 2020. "How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?" Journal of Open Innovation: Technology, Market, and Complexity 6, no. 4: 144.

Journal article
Published: 22 October 2019 in Sustainability
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Current Chinese college students will become future consumers and fashion leaders. We examined, relying on a survey of 572 Chinese college students, which college students are trendsetters and followers. MANOVA results found four different innovation groups from trendsetters, to early adopters, to late adopters, and to reluctant adopters. ANOVA and regression results also found significant differences in cultural receptivity, cultural awareness, and future orientation between trendsetters and followers. The regression with the quadratic forms illustrated that the impact of trendsetting is not linear and becomes much larger for trendsetters but is almost none for the three follower groups. The piecewise regression revealed that the slope of the followers is flat, implying no relationship between the followers and cultural receptivity, awareness, and future orientation. However, the slope of the trendsetters is steep, implying a strong positive relationship between trendsetters and cultural attitudes such as cultural receptivity, cultural awareness, and future orientation.

ACS Style

Jane E. Workman; Seung-Hee Lee; Kwangho Jung. Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter. Sustainability 2019, 11, 5853 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Kwangho Jung. Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter. Sustainability. 2019; 11 (20):5853.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Kwangho Jung. 2019. "Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter." Sustainability 11, no. 20: 5853.

Report
Published: 01 January 2019 in Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One
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This research intends to investigate what factors shape millennials’ social-media engagement and the extent to which social-media engagement affects an individual’s fashion trendsetting behavior. The theory of Social-Media Engagement was used as a theoretical framework, along with consumers’ involvement and social interaction. Empirical data (with 237 valid responses) were collected through a paper questionnaire at a major university in the US. Structural equation modeling and a moderation test with linear regression were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Research findings supported the idea that millennials who need more variety and seek that variety by means of fashion are likely to be more involved in social-media platforms, and millennials who are more connected with the trendsetter that they are following are more likely to be involved in social-media behavior. Theoretical and practical implications were presented.

ACS Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One. Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One 2019, 76, 1 .

AMA Style

Jane E. Workman, Seung-Hee Lee, Yuli Liang. Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One. Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One. 2019; 76 (1):1.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee; Yuli Liang. 2019. "Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One." Easy to Follow a Fashion Trendsetter on Social Media but It�s Hard to Become One 76, no. 1: 1.

Journal article
Published: 25 December 2018 in Sustainability
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The purpose of this study was to examine how consumers’ public service motivation (PSM) is related to ethical consumption behaviors and how past experience of unethical behavior can reduce the impact of PSM on ethical consumer behaviors. A nationally representative sample from South Korea was used to explore how PSM influences willingness to purchase fashion counterfeits and how the impact of PSM differs for those with and without past experience buying fashion counterfeits. Higher PSM was associated with less willingness to buy counterfeits. Past experience buying counterfeits was associated with greater willingness to buy counterfeits. Past experience buying counterfeits intervened between the impact of PSM and willingness to buy counterfeits such that the impact of PSM was weakened.

ACS Style

Kwangho Jung; Seung-Hee Lee; Jane Workman. Purchasing Counterfeits and Citizenship: Public Service Motivation Matters. Sustainability 2018, 11, 103 .

AMA Style

Kwangho Jung, Seung-Hee Lee, Jane Workman. Purchasing Counterfeits and Citizenship: Public Service Motivation Matters. Sustainability. 2018; 11 (1):103.

Chicago/Turabian Style

Kwangho Jung; Seung-Hee Lee; Jane Workman. 2018. "Purchasing Counterfeits and Citizenship: Public Service Motivation Matters." Sustainability 11, no. 1: 103.

Articles
Published: 18 January 2018 in International Journal of Fashion Design, Technology and Education
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The consumer’s emotional state after purchase/non-purchase is affected by regret, a negative emotion leading to dissatisfaction, negative word of mouth, and diminished intention to buy the brand again. This study compared tendency to regret and compulsive buying tendency among fashion time-of-adoption groups and by gender. Participants were US university students. A questionnaire measured demographics, compulsive buying tendency, fashion innovativeness and opinion leadership, and tendency to regret. Participants were divided into four time-of-adoption groups and two compulsive buying tendency groups. Findings support that in post-purchase evaluation, earlier (vs later) fashion adoption groups and those higher (vs lower) in compulsive buying tendency had a greater tendency to regret not purchasing. Earlier (vs later) fashion adoption groups had higher compulsive buying tendency. No gender differences existed in compulsive buying tendency. There were no significant results for consumer tendency to regret purchasing either by gender or fashion adoption group. Implications for researchers and practitioners are provided.

ACS Style

Seung-Hee Lee; Jane E. Workman. Consumer tendency to regret, compulsive buying, gender, and fashion time-of-adoption groups. International Journal of Fashion Design, Technology and Education 2018, 11, 265 -276.

AMA Style

Seung-Hee Lee, Jane E. Workman. Consumer tendency to regret, compulsive buying, gender, and fashion time-of-adoption groups. International Journal of Fashion Design, Technology and Education. 2018; 11 (3):265-276.

Chicago/Turabian Style

Seung-Hee Lee; Jane E. Workman. 2018. "Consumer tendency to regret, compulsive buying, gender, and fashion time-of-adoption groups." International Journal of Fashion Design, Technology and Education 11, no. 3: 265-276.

Journal article
Published: 30 October 2017 in Sustainability
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According to Hofstede’s theory of cultural dimensions, cultures differ in cultural values and norms; values and norms that may influence differences in trendsetting, creative traits, and behaviors, and pro-environmental behaviors. Further, because men and women have been socialized within particular cultures, gender differences may exist in trendsetting, creative traits and behaviors, and pro-environmental behaviors. Trendsetters have characteristics that are interrelated with creative traits and behaviors, perhaps inclining them to endorse pro-environmental behaviors. However, the interrelationships among these variables remain unexplored. Thus, the purpose of this study was to examine these three variables among college students in South Korea and the United States (U.S.), specifically looking at cultural and gender differences. Participants were 225 Korean college students and 221 U.S. college students. Questionnaires included demographic items and scales measuring trendsetting, creative traits and behaviors, and pro-environmental behaviors. Data analyses included descriptive statistics, Cronbach’s alpha reliability, MANOVA, ANOVA, and SNK posthoc test. Results show that U.S. (vs. Korean) students indicated greater trendsetting and creative traits and behaviors but not greater pro-environmental behaviors. Fashion trendsetting groups in both Korea and the U.S. differed in creative traits and behaviors and pro-environmental behaviors. Among Korean trendsetting groups, reluctant adopters scored lowest on creative traits and behaviors and pro-environmental behaviors. Among U.S. trendsetting groups, trendsetters the scored highest on creative traits and behaviors and pro-environmental behaviors; reluctant adopters scored lowest on pro-environmental behaviors. Theoretical and practical implications are provided for researchers and marketers.

ACS Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. Fashion Trendsetting, Creative Traits and Behaviors, and Pro-Environmental Behaviors: Comparing Korean and U.S. College Students. Sustainability 2017, 9, 1979 .

AMA Style

Jane Workman, Seung-Hee Lee, Kwangho Jung. Fashion Trendsetting, Creative Traits and Behaviors, and Pro-Environmental Behaviors: Comparing Korean and U.S. College Students. Sustainability. 2017; 9 (11):1979.

Chicago/Turabian Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. 2017. "Fashion Trendsetting, Creative Traits and Behaviors, and Pro-Environmental Behaviors: Comparing Korean and U.S. College Students." Sustainability 9, no. 11: 1979.

Preprint
Published: 01 October 2017
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According to Hofstede’s theory of cultural dimensions, cultures differ in cultural values and norms; values and norms that may influence differences in trendsetting, creative traits and behaviors, and pro-environmental behaviors. Further, because men and women have been socialized within particular cultures, gender differences may exist in trendsetting, creative traits and behaviors, and pro-environmental behaviors. Trendsetters have characteristics that are interrelated with creative traits and behaviors, perhaps inclining them to endorse pro-environmental behaviors. However, the interrelationships among these variables remain unexplored. Thus, the purpose of this study was to examine these three variables among college students in South Korea and the United States, specifically looking at cultural and gender differences. Participants were 225 Korean college students and 221 U.S. college students. Questionnaires included demographic items and scales measuring trendsetting, creative traits and behaviors, and pro-environmental behaviors. Data analyses included descriptive statistics, Cronbach’s alpha reliability, MANOVA, ANOVA and SNK posthoc test. Results show that U.S. (vs Korean) students indicated greater trendsetting and creative traits and behaviors but not greater pro-environmental behaviors. Fashion trendsetting groups in both Korea and the U.S. differed in creative traits and behaviors and pro-environmental behaviors. Among Korean trendsetting groups, reluctant adopters scored lowest on creative traits and behaviors and pro-environmental behaviors. Among U.S. trendsetting groups, trendsetters scored highest on creative traits and behaviors and pro-environmental behaviors; reluctant adopters scored lowest on pro-environmental behaviors. Theoretical and practical implications are provided for researchers and marketers.

ACS Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. Fashion Trendsetting, Creative Traits and Behaviors, and Pro-environmental Behaviors: Comparing Korean and U.S. College Students. 2017, 1 .

AMA Style

Jane Workman, Seung-Hee Lee, Kwangho Jung. Fashion Trendsetting, Creative Traits and Behaviors, and Pro-environmental Behaviors: Comparing Korean and U.S. College Students. . 2017; ():1.

Chicago/Turabian Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. 2017. "Fashion Trendsetting, Creative Traits and Behaviors, and Pro-environmental Behaviors: Comparing Korean and U.S. College Students." , no. : 1.

Report
Published: 01 January 2017 in Face Consciousness, Gender, and Money Attitudes
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ACS Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. Face Consciousness, Gender, and Money Attitudes. Face Consciousness, Gender, and Money Attitudes 2017, 1 .

AMA Style

Seung-Hee Lee, Jane Workman, Kwangho Jung. Face Consciousness, Gender, and Money Attitudes. Face Consciousness, Gender, and Money Attitudes. 2017; ():1.

Chicago/Turabian Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. 2017. "Face Consciousness, Gender, and Money Attitudes." Face Consciousness, Gender, and Money Attitudes , no. : 1.

Report
Published: 01 January 2017 in Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret?
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ACS Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret? Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret? 2017, 1 .

AMA Style

Seung-Hee Lee, Jane Workman, Kwangho Jung. Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret? Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret?. 2017; ():1.

Chicago/Turabian Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. 2017. "Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret?" Do Fashion Trendsetting Groups Differ in Attitudes Toward Money and Tendency to Regret? , no. : 1.

Report
Published: 01 January 2017 in Comparison of Fashion Innovativeness and Opinion Leadership Scales
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ACS Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. Comparison of Fashion Innovativeness and Opinion Leadership Scales. Comparison of Fashion Innovativeness and Opinion Leadership Scales 2017, 1 .

AMA Style

Jane Workman, Seung-Hee Lee, Kwangho Jung. Comparison of Fashion Innovativeness and Opinion Leadership Scales. Comparison of Fashion Innovativeness and Opinion Leadership Scales. 2017; ():1.

Chicago/Turabian Style

Jane Workman; Seung-Hee Lee; Kwangho Jung. 2017. "Comparison of Fashion Innovativeness and Opinion Leadership Scales." Comparison of Fashion Innovativeness and Opinion Leadership Scales , no. : 1.

Report
Published: 09 November 2016 in Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values
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ACS Style

Kwangho Jung; Seung-Hee Lee; Jane Workman; Jong-Hwan Eun. Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values. Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values 2016, 1 .

AMA Style

Kwangho Jung, Seung-Hee Lee, Jane Workman, Jong-Hwan Eun. Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values. Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values. 2016; ():1.

Chicago/Turabian Style

Kwangho Jung; Seung-Hee Lee; Jane Workman; Jong-Hwan Eun. 2016. "Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values." Ethical Attitudes toward Buying and Selling Counterfeits: Beneficial Lies, Belief in Fairness, and Non-monetary Values , no. : 1.

Report
Published: 09 November 2016 in Mobile Shopping Behavior among Fashion Adoption Groups
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ACS Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. Mobile Shopping Behavior among Fashion Adoption Groups. Mobile Shopping Behavior among Fashion Adoption Groups 2016, 1 .

AMA Style

Seung-Hee Lee, Jane Workman, Kwangho Jung. Mobile Shopping Behavior among Fashion Adoption Groups. Mobile Shopping Behavior among Fashion Adoption Groups. 2016; ():1.

Chicago/Turabian Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. 2016. "Mobile Shopping Behavior among Fashion Adoption Groups." Mobile Shopping Behavior among Fashion Adoption Groups , no. : 1.

Report
Published: 09 November 2016 in Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups
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ACS Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups. Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups 2016, 1 .

AMA Style

Seung-Hee Lee, Jane Workman, Kwangho Jung. Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups. Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups. 2016; ():1.

Chicago/Turabian Style

Seung-Hee Lee; Jane Workman; Kwangho Jung. 2016. "Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups." Tendency to Regret and Compulsive Buying Among Fashion Adoption Groups , no. : 1.

Journal article
Published: 09 October 2016 in International Journal of Consumer Studies
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The purpose of this paper is threefold: (1) to identify gaps in the literature and inconsistencies between empirical data and Rogers' diffusion of innovations model originally outlined in 1962; (2) to propose a model of fashion adoption; and (3) to conduct an empirical test of the proposed model. The proposed model varies from Rogers' model as follows: four (vs. five) ideal-type adopter groups with unique names and clear operational definitions; proportional distribution of consumers among groups; clear method of statistically identifying group members; categorization based on fashion innovativeness and opinion leadership; and standard procedure for identifying groups based on mean and standard deviation. The proposed model offers greater precision and provides results that are comparable across studies. The model was analyzed empirically using four methods of categorizing participants into fashion adoption groups (independent variable) and fashion involvement as the dependent variable. Participants in the study were 309 students from two universities. The analysis using the proposed model provided clear-cut results that supported the hypothesis that higher levels of consumers' fashion involvement increased the probability of earlier adoption. Results from the other three analyses were not as clear-cut. Based on the model for fashion adoption presented in this paper, the foundation is primed for development of a theory of fashion adoption. The proposed model offers a solution to the problem of identifying fashion adoption groups, plus, the solution achieves the desired effect with the simplest effort and is undertaken with appropriate methods.

ACS Style

Jane E. Workman; Seung-Hee Lee. What do we know about fashion adoption groups? A proposal and test of a model of fashion adoption. International Journal of Consumer Studies 2016, 41, 61 -69.

AMA Style

Jane E. Workman, Seung-Hee Lee. What do we know about fashion adoption groups? A proposal and test of a model of fashion adoption. International Journal of Consumer Studies. 2016; 41 (1):61-69.

Chicago/Turabian Style

Jane E. Workman; Seung-Hee Lee. 2016. "What do we know about fashion adoption groups? A proposal and test of a model of fashion adoption." International Journal of Consumer Studies 41, no. 1: 61-69.