Hye-Jung Park|Kug Jin Jeon
Fashion savvy II: The influences of fear of negative evaluation by others, self esteem, and consumer confidence in fashion decisions on fashion savvy
Korea Polytechnic University
purpose study test determinants fashion savvy determinants study examined fear negative evaluation others self esteem subjectrelated variables consumer confidence fashion decisions productrelated variable hypothesized fear negative evaluation self esteem influence fashion savvy directly indirectly consumer confidence fashion decisions data gathered surveying university students seoul metropolitan area using convenience sampling 311 questionnaires used statistical analysis analyzing data factor analysis path analysis conducted tests hypothesized path show one factor fear negative evaluation self esteem influence fashion savvy directly indirectly consumer confidence fashion decisions specifically fear negative impression judgment factor negatively influences marketing literacy consumer selfefficacy fashion savvy whereas selfesteem positively influences consumer selfefficacy fashion savvy addition consumer confidence fashion decisions influences six factors fashion savvy implications findings suggestions future study also discussed