Hye-Jung Park|Kug Jin Jeon
Fashion savvy I: Scale validation and the relationship with consumer propensity to observe
abstract study tested validity sixfactor model fashion savvy modified consumer savvy scale developed macdonald uncles2007 explored relationship fashion savvy consumer propensity observe regarding relationship hypothesized consumer propensity observe antecedes fashion savvy data gathered surveying university students seoul metropolitan area using convenience sampling 311 questionnaires used statistical analysis analyzing data factor analysis regression conducted findings show validity six factors fashion savvy fashion sophistication interpersonal network competency online network competency marketing literacy consumer selfefficacy consumer expectations tests hypothesized relationship show two factors consumer propensity observe influence fashion savvy specifically observing shoppers factor positively influences six factors fashion savvy whereas following others buy factor negatively influences four factors fashion savvy fashion sophistication interpersonal network competency marketing literacy consumer selfefficacy implications findings suggestions future study also discussed keyworlds fashion savvy consumer propensity observe