Motivating Collaborative Consumption in Fashion: Consumer Benefits, Perceived Risks, Service Trust, and Usage Intention of Online Fashion Rental Services

Blog Intention Based on Fashion Involvement and Trust

The perception of the value of a blog positively influences the intention to revisit a blog and adopt its ideas. Few studies have attempted to elucidate readers’ behavior by examining the effect of trust and the involvement of fashion on the revisiting and adoption of fashion blogs. Trust and fashion involvement are new factors that influence the decision of young readers to revisit fashion blo...

Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overa...

Consumer Behavior Characteristics in Fast Fashion

Tradition versus fashion in consumer choice

Evidence is growing that in many markets consumers select not simply on the basis of the perceived attributes of products, but their preferences are modified by the behaviour of others. Economists have paid relatively little attention to such markets. The classic Bass diffusion model incorporates the imitation of others as a part of the behavioural rules used by consumers in making choice. We e...

Hair fashion trends and formaldehyde health risks.