Investigating the determinants and effects of prestige sensitivity in fashion retailing

Ma ke ing and T ade 183 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 In es iga ing he de e minan s and e ec s o p es ige sensi i i y in ashion e ailing I an-Dami Anic1, I ana Ku san Milako ic2, Mi ela Mihic3 1 The Ins i u e o Economics, Zag eb, Depa men o Inno a ion, Business Economics and Economic Sec o s, C oa ia, ORCID: 0000-0003-0179-6410, [email p o ec ed]; 2 Uni e si y o Spli , Facul y o Economics, Business and Tou ism, Ma ke ing Depa men , C oa ia, ORCID: 0000-0003-3843-8908, [email p o ec ed]; 3 Uni e si y o Spli , Facul y o Economics, Business and Tou ism, Ma ke ing Depa men , C oa ia, ORCID: 0000-0002-5768-2431, [email p o ec ed]. Abs ac : Ta ge ing he p es ige ashion segmen enables ashion e aile s o con inue g owing while acing a challenging en i onmen . To a ac p es ige-sensi i e consume s, i is impo an o unde s and hei buying mo i a ions and esponses o e ail ac ions. Thus, his pape examines he mo i a ional p edic o s and e ec s o p es ige sensi i i y in ashion e ailing, using he symbolic sel -comple ion heo y as a amewo k. I also explo es he mode a ing ole o ashion inno a i eness. The da a collec ed om shoppe s o appa el p oduc s (N = 289) in C oa ia we e analyzed using s uc u al equa ion modelling (SEM). The esul s show ha ecogni ion enhancemen , sexual a ac ion, and ec ea ion shopping mo i a ions, which help enhance indi iduals’ sel -iden i y in socie y, d i e p es ige sensi i i y. A he same ime, ashion inno a i eness signi ican ly mode a es he ela ionship be ween ec ea ion mo i e and p es ige sensi i i y. P es ige-seeking consume s posi i ely espond o mannequin displays, spend mo e ime shopping, and ocus mo e on symbolic appa el a ibu es while shopping. This s udy con ibu es o he sel -comple ion heo y applied in ashion e ailing by de eloping and es ing he model ha links p es ige sensi i i y wi h shopping mo i a ions, ashion inno a i eness, he selec ion o appa el a ibu es, esponse o isual me chandising, and ime expendi u e. The indings p o ide ecommenda ions o ma ke e s on how o de elop ashion p oduc s/p es ige b ands in line wi h he expec a ions o p es ige-seeking shoppe s, a ge his ma ke segmen mo e e icien ly, and inc ease he e ec i eness o ma ke ing e o s. Keywo ds: Fashion e ailing, p es ige sensi i i y, symbolic sel -comple ion heo y, shopping mo i a ions, shopping beha io . JEL Classi ica ion: M31, M37. APA S yle Ci a ion: Anic, I.-D., Milako ic, I. K., & Mihic, M. (2024). In es iga ing he de e minan s and e ec s o p es ige sensi i i y in ashion e ailing. E&M Economics and Managemen , 27(2), 183–200. h ps://doi.o g/10.15240/ ul/001/2024-2-011 In oduc ion Luxu y appa el is a g owing ma ke segmen , con ibu ing o he manu ac u ing and e ailing indus ies (S a is a, 2024) since he e a e con- sume s who like o show hei weal h by paying highe p ices o luxu y clo hing b ands (Ma an e al., 2021). Luxu y ashion b ands known o hei high quali y, luxu y, and uppe -class s a us allow e aile s o cha ge p emium p ices and inc ease p o i abili y and loyal y, e en in c isis, as hese b ands can c ea e a sense o p es ige, making consume s mo e inclined o con inue pu chasing hem (Aji ha & Si aku- ma , 2019; Dee e -Schmelz e al., 2000; Jain, 2020; Lai & P ende gas , 2019; Lich ens ein e al., 1993; Nyadzayo e al., 2020; Roy e al., Ma ke ing and T ade 184 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 2018). in ligh o ecen economic unce - ain y, luxu y ashion b ands a e pa icula ly esilien (Riili & Bezze, 2022). Howe e , a - ac ing and e aining p es ige-sensi i e consume s is challenging because o hei dis inc p e e ences and high expec a ions (Mayasa i & Wiadi, 2021). In ense compe i- ion, economic luc ua ions, and he g ow h o online sales o luxu ious b ands ha accel- e a ed du ing he COVID-19 c isis (Beauloye, 2023) challenge sale e enues and loyal y o physical ashion s o es. Howe e , physical s o es s ill play an impo an ole in he luxu y b and ma ke , o e ing a unique ad an age ha is missing online, including human-led pe sonal se ice, in-pe son expe ience, and in e ac ion wi h he e ail s o e and p oduc (Beauloye, 2022). P es ige sensi i i y, i.e., a consume en- dency o buy high-p iced appa el b ands, has been conside ed a majo concep o unde - s anding p es ige buying beha io (Lich ens ein e al., 1993). P e ious esea ch has acknowl- edged ha pe sonali y ai s (Casidy, 2012a,b; Mulyanega a, 2011), ashion consciousness (Casidy, 2012a,b; Casidy e al., 2015). social belonging (Sung, 2019), bu also some mo i- a ional ac o s, including he need o unique- ness, he desi e o ha e unique goods, a ain a symbolic ma ke o g oup membe ship, he- donic mo i a ions, and he need o pe ec ion- ism and ma e ialism (Lai & P ende gas , 2019; Vigne on & Johnson, 1999) d i e p es ige sen- si i i y. Fu he mo e, exis ing li e a u e indica es ha p es ige-sensi i e consume s ha e dis inc shopping beha io s, emphasizing he need o acqui e symbols and a p es igious sel -image (Mon gome y e al., 2016). Mos exis ing s ud- ies ha e ocused on Wes e n cul u es, while alues, a i udes, and accep ance o p es ige ashion p oduc s di e in non-Wes e n cul u es (Aji ha & Si akuma , 2019; Jain, 2020; Li e al., 2012; Roy e al., 2018; Shukla, 2012). In his con ex , wha mo i a es shoppe s o buy p es- ige p oduc s and how his pe sonali y ai d i es e ail ou comes in di e en se ings a e less clea . To add ess a gap in he li e a u e, we ap- ply he amewo k p oposed by Chen-Yu and Seock (2002) and Shchud o (2011) o examine which shopping mo i a ions ela ed o mak- ing pu chasing decisions in he s o e p edic p es ige sensi i i y, conside ing ashion inno- a i eness as a mode a o . We also in es iga e how p es ige sensi i i y is ela ed o se e al unde - esea ched e ail ou comes, i.e., con- sume esponse o in-s o e s imuli, selec ion o appa el a ibu es, and shopping ime expen- di u e inside he ashion s o e. This esea ch is based on symbolic sel -comple ion heo y, which pos ula es ha indi iduals a e commi ed o using ma e ial possessions (i.e., p es igious b ands) as socially ecognized symbols s ong- ly ela ed o wha hey pe cei e as he ideal sel o p o ec hei sel -iden i y and communica ing i o o he s o be accep ed in he socie y (B aun & Wicklund 1989; Dee e -Schmelz e al., 2000; Wicklund & Gollwi ze , 1981, 1982). The da a we e collec ed om adul shoppe s o ashion p oduc s in C oa ia in e ail s o es ha sell p es- igious ashion b ands. Ou pape con ibu es o he li e a- u e on p es ige sensi i i y wi hin symbolic sel -comple ion heo y in h ee ways. Fi s , we p o ide addi ional insigh s in o shopping mo- i a ions ha d i e p es ige sensi i i y. Al hough se e al mo i es we e p oposed o a ec p es ige sensi i i y, anging om di e en psychological ac o s, needs, and desi es, such as hedo- nism and sel -exp ession (Mayasa i & Wiadi, 2021), he e is limi ed unde s anding o ashion consump ion (Lee & Huang, 2020) and impac o shopping mo i a ions. We apply he ame- wo k o shopping mo i a ions p oposed by Chen-Yu and Seock (2002) and Shchud o (2011), which include mo i a ions ha d i e consume s o engage in shopping ac i i ies and make pu chasing decisions, such as sexual a ac ion, ec ea ion, con o mi y, ecogni ion, enhancemen , ashion exp ession, ashion and aes he ic exp ession, and ou -o -need, which has no been esea ched ye . Second, ou s udy p o ides new knowledge abou he e ec s o p es ige sensi i i y on consume pu chasing beha io inside he s o e, which includes appa el selec ion c i e ia, consume s’ esponse o isual me chandising s imuli, and ime spen shopping, which ha e no been esea ched. Consume s ha e di e en expec- a ions ega ding ashion p oduc s and make pu chases based on ea u es such as p ice, quali y, and b and (Hop e & Is ook, 2016). Howe e , i is less clea which appa el a - ibu es p es ige-seeking consume s conside necessa y in hei decision-making p ocess. We also seek o de e mine how p es ige sensi- i i y is ela ed o isual me chandising s imuli, as compa ed o he p e ious esea ch ha has Ma ke ing and T ade 185 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 examined he e ec s o isual me chandising as an independen a iable on emo ions, consum- e s’ a i udes, and impulse buying beha io as dependen a iables (Ha & Lennon, 2010; Jain e al., 2014). Since isual me chandising plays a pi o al ole in consume in-s o e esponses (Anić e al., 2018), explo ing i s ela ionship wi h p es ige sensi i i y will b ing no el y. Finally, we examine he impac o p es ige sensi i i y on ime spen shopping, which is insu icien ly esea ched in he li e a u e (Ho nik, 2021). The hi d con ibu ion o ou s udy lies in p o id- ing new knowledge abou he mode a ing e ec o ashion inno a i eness in he ela ionships be ween shopping mo i a ions and p es ige sensi i i y, which has no been esea ched ye . By inco po a ing ashion inno a i eness in he model as a mode a o , we accoun o a key p edic o o inno a ion adop ion, which is c u- cial o success (Goldsmi h & Ho acke , 1991). The indings help ashion e aile s a ge ing C oa ia de elop appa el p oduc s in line wi h consume s’ expec a ions and inc ease he e - ec i eness o b and appeals, in-s o e s imuli, and ad e ising while a ge ing he p es ige ma ke segmen mo e e icien ly. 1. Theo e ical amewo k Ou pape is based on he symbolic sel -comple ion heo y, which pos ula es ha indi iduals use ma e ial possessions as so- cially ecognized symbols ela ed o wha hey pe cei e as he ideal sel o p o ec hei sel -iden i y and communica e i o o he s (B aun & Wicklund 1989; Wicklund & Gollwi - ze , 1981, 1982). When ques ioned, indi iduals subs an ia e hei de ini ion o hemsel es and cla i y and p o ec hei iden i y. Key concep s in his heo y a e a commi men o goals, sym- bols o comple eness, and social eali y (Wick- lund & Gollwi ze , 1981). Goal commi men e e s o pe sonal iden i ies o sel -de ini ions; he symbols o comple eness include ma e ial and non-ma e ial possessions used as means o iden i y a ainmen , while he social eali y is c ea ed i symbols a e ecognized by o he s (Mon gome y e al., 2016; Wicklund & Gollwi - ze , 1981). Symbolic consump ion is closely ela ed o p es ige buying beha io , as p es ige- sensi i e indi iduals a e likely o buy luxu y b ands o signal hei desi ed le el o social s anding o o he s (Mon gome y e al., 2016). P es ige sensi i i y, a key concep in p es- ige ashion shopping beha io , is de ined as “ a o able pe cep ions o he p ice cue based on eelings o p ominence and s a us ha high- e p ices signal o o he people abou he pu - chase ” (Lich ens ein e al., 1993, p. 236). This concep e e s o consume s’ endency o buy high-p iced and expensi e p oduc b ands because hey b ing hem joy and good eelings and because hey hink o he s will no ice hem, as hese p oduc s signal success and weal h o o he s and can imp o e social s anding (Aji ha & Si akuma , 2019; Lai & P ende gas , 2019; Li e al., 2012; Mon gome y e al., 2016). Fashion can exp ess sel -image, ole, and posi ion owa ds o he s (Mille e al., 1993), while clo hing is gene ally used o communica e and exp ess social in o ma ion (McC acken & Ro h, 1989). Thus, ashion e ailing se es well o applying sel -comple ion heo y o examine p es ige sensi i i y (e.g., Cassidy, 2012a,b; Dee e -Schmelz e al., 2000; Mon - gome y e al., 2016). Luxu y p oduc s enable consume s o sa is y hei psychological and unc ional needs (Nyadzayo e al., 2020) and gain he a en ion o o he s as a o m o social communica ion (Li e al., 2012). They can en- hance sel -es eem and imp o e one’s s anding in he social hie a chy (Dee e -Schmelz e al., 2000; Mon gome y e al., 2016; Phau & Leng, 2008; Roy e al., 2018; Shukla, 2010). P es ige b ands gi e consume s a sense o uniqueness (Aji ha & Si akuma , 2019) and ma e ialism (Mon gome y e al., 2016) and help hem ul ill hedonic needs (Epu an e al., 2015). In an in- e na ional con ex , acqui ing s a us is he majo mo i e behind buying p es ige b ands, while di e ences exis in p ice quali y, hedonism, and ma e ialism (Mayasa i & Wiadi, 2021; Shukla, 2012). Acco ding o some p o essional insigh s, sel -exp ession is a i al badge o he new luxu y pa adigm (Beauloye, 2023). As mo i a- ions o acqui ing p es ige b ands a y ac oss coun ies, he e is a need o u he esea ch in di e en en i onmen s. Fu he mo e, pas esea ch indica es ha p es ige-sensi i e consume s ha e dis inc shopping pa e ns. Some pape s sugges ha hey end o buy ewe s o e b ands (Bao & Mand ik, 2004) and seek o acqui e sym- bols o emphasize a p es igious sel -image (Mon gome y e al., 2016). Luxu y shoppe s a e b and-consis en and channel-agnos ic and can assess and pick a shopping channel depending on con enience o inno a ions (Riili & Bezze, 2022). Despi e some exis ing s udies Ma ke ing and T ade 186 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 examining p es ige aspec s, we s ill do no know how p es ige shoppe s espond o a ious ele- men s o in-s o e s imuli and how his pe sonal ai ela es o s o e ime expendi u e. 2. De eloping hypo heses 2.1 Clo hing shopping mo i a ions and p es ige sensi i i y To examine which shopping mo i a ions d i e p es ige sensi i i y, we employ he amewo k p oposed by Chen-Yu and Seock (2002) and Shchud o (2011), which includes se e al shopping mo i a ions ela ed o ecogni ion, enhancemen , aes he ic exp ession, sexual a - ac ion, and ec ea ion shopping mo i a ions, a guing hei ele ance o he p es ige-seeking beha io in a ashion e ailing con ex . Al hough no s udy has examined he ela ionship be ween ecogni ion enhancemen and p es ige sensi i - i y, some indi ec indings sugges he po en ial associa ion. Namely, ecogni ion enhancemen mo i a ion e e s o selec ing a dis inc i e s yle o unusual clo hes and buying well-known b ands ha can display an indi idual’s pe son- ali y (Shchud o, 2011). The sel -comple ion heo y pos ula es ha indi iduals buy p oduc s wi h symbolic quali ies ha communica e p es- igious iden i ica ion o o he s o enhance hei iden i y o sel -image (Dee e -Schmelz e al., 2000). In addi ion, p es ige sensi i i y is associ- a ed wi h physical and achie emen conce ns (Ne emeye e al., 1995), while clo hing is seen as one o he easies ways o b oadcas - ing one’s sel -image o o he s (Millan & Mi al, 2017). Mo eo e , a need o exp ess indi idu- ali y is ela ed o a s ong desi e o display s a us h ough uniqueness. A he same ime, possessing p es igious luxu y b ands can en ich consume s’ sense o sel (De Ke ile & Rod iguez, 2019) and empowe exp essions o indi idual iden i y (Beauloye, 2023). Hence, H1: Recogni ion enhancemen mo i a ion is posi i ely associa ed wi h p es ige sensi i i y. A shopping mo i a ion ela ed o aes he ic exp ession e e s o conce ns wi h beau y, ind- ing clo hes ha look he bes , and showing ha he indi idual is ou s andingly well-d essed. Cu en li e a u e has no explo ed he connec- ion be ween aes he ic exp ession and p es ige sensi i i y. Howe e , some indi ec indings indi- ca e he po en ial associa ion. Since indi iduals wi h high p es ige sensi i i y a e in luenced by o he people’s opinions (Casidy & Wyme , 2018), we expec hem o s i e o achie e soci- e al app o al by buying clo hes ha will imp o e hei appea ance. In addi ion, public sel -image d i es high-p es ige b and pu chase beha - io (Sung e al., 2019), indica ing he mo i e o achie e a good-looking appea ance. Hence, H2: Aes he ic exp ession mo i a ion is posi- i ely associa ed wi h p es ige sensi i i y. Mo i a ion ela ed o sexual a ac ion e e s o buying clo hes ha a e a ac i e o o he people. P e ious s udies indica e ha indi idu- als o en use clo hes o show sexual in e es and in en (Lennon e al., 2017) and s imula e sex- ual consciousness and a ac ion. They migh wan o wea clo hes ha appeal o he o he gende (Shchud o, 2011) and a ouse o he people’s in e es (Chen-Yu & Seock, 2002). Lai and P ende gas (2019) sugges ha luxu ious b ands migh signal a woman’s beau y and pe cei ed social s anding. Fu he mo e, s a us consump ion closely ela ed o p es ige shop- ping is he cen al mo i a ing o ce o ashion inno a i eness ela ed o sexual a ac i eness (Anić e al., 2018). Howe e , he connec ion be ween sexual a ac ion mo i a ion and p es ige-seeking consume s is less clea . S ill, i migh be impo an because sexuali y is cen- al o building indi iduals’ sel -iden i y. Thus, H3: Sexual a ac ion mo i a ion is posi i ely associa ed wi h p es ige sensi i i y. Rec ea ion mo i a ion e e s o seeking en- e ainmen , un, and joy in shopping (Shchud o, 2011). The hedonic mo i a ion, closely e- la ed o ec ea ion mo i a ion, has o en been esea ched in ashion e ailing. I e e ed o pe sonal g a i ica ion, en e ainmen , un, pleasu e, no el y, and ewa ds-seeking shop- ping (Hausman, 2000; Michon e al., 2015) and was shown o be associa ed wi h he pu chases o expensi e p oduc s, i.e., he consump ion mo i a ed by sel -image, bu also wi h ca e ul and economically o ien ed shopping (Epu an e al., 2015), making he impac o ec ea ion shopping mo i a ion on p es ige shopping e en mo e complex. The li e a u e u he sugges s ha hedonic mo i a ion s ems om emo ional a ousal and symbols ha con ey he image associa ed wi h pu chases o expensi e p od- uc s (Epu an e al., 2015). Finally, sel -di ec ed pleasu e and pe sonal ul illmen a e seen as de e minan s o he alue o new luxu y con- sump ion (A kinson & Kang, 2022). Ma ke ing and T ade 187 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 Thus, H4: Rec ea ion mo i a ion is posi i ely as- socia ed wi h p es ige sensi i i y. 2.2 P es ige sensi i i y and he selec ion o appa el a ibu es Consume s e alua e appa el p oduc s using se e al a ibu es when making pu chasing deci- sions. Li e a u e acknowledges di e en classi i- ca ions o e alua ion c i e ia. One classi ica ion ela es o symbolic and unc ional appa el a i- bu es (Ab aham-Mu ali & Li ell, 1995). Symbolic a ibu es p o ide addi ional alue o he p oduc (Mille e al., 1993). In ashion e ailing, hey include he endiness, image, coun y o o igin, b and name, ashionabili y, sexual a ac i eness, and uniqueness o clo hing, and aim a ul illing he needs o sel -enhancemen , ole posi ion, and ego (Hop e & Is ook, 2016; Lee & Nguyen, 2017). Some p e ious s udies sugges ha p es- ige-seeking consume s end o pu chase b ands ha emphasize symbolic a ibu es o he p oduc o exp ess hei iden i y and inc ease hei sel - image (Mulyanega a, 2011; Phau & Leng, 2008). Thus, p es ige-seeking consume s migh highly alue hese a ibu es. On he o he hand, unc- ional a ibu es such as i , quali y, ease o ca e, com o , and ibe con en mo i a e consum- e s o sea ch o p oduc s ha sol e ex e nally gene a ed consump ion needs (Hop e & Is ook, 2016; Lee & Nguyen, 2017) migh also be impo - an o p es ige-seeking consume s. Namely, i and quali y seem o be ela ed o he pu chase o o eign b ands (Lee & Nguyen, 2017) p e e ed by p es ige shoppe s. The e o e, he ollowing hypo heses a e p oposed: H5: P es ige sensi i i y is posi i ely associ- a ed wi h unc ional appa el a ibu es. H6: P es ige sensi i i y is posi i ely associ- a ed wi h symbolic appa el a ibu es. 2.3 P es ige sensi i i y and consume s’ esponse o isual me chandising Visual me chandising, which includes in e io displays, s o e layou s, mannequin displays, a mosphe ics, ligh , music, scen s, colo s, and signage, is used by ashion e aile s o c ea e an enjoyable shopping expe ience o a ac and mo i a e consume s o shop. The heo y sugges s ha consume s a e mo e likely o make impulsi e pu chases when hey a e exposed o isual me chandising, which a - ec s he indi iduals’ pe cep ions and emo ions and leads o app oach beha io and pu chase (Ha & Lennon, 2010; Jain e al., 2014). The mo e he cus ome s enjoy he shopping expe ience, he mo e hey will be engaged in b owsing and he highe he numbe o impulsi e pu - chases (Jain e al., 2014). A kinson and Kang (2022) also indica e ha in insic expe ien ial alue d i es cus ome s’ in en ion o engage wi h a new luxu y b and. Howe e , i is no clea how p es ige-seeking consume s espond o in- s o e s imuli. Conside ing ha consume s high on p es ige a e hedonic-o ien ed and ashion- conscious and a e mo e willing o engage in new expe iences (Casidy, 2012a; Epu an e al., 2015), we assume hey migh be mo e likely o espond o isual me chandising s imuli. Hence, H7: P es ige sensi i i y is posi i ely as- socia ed wi h consume esponse o isual me chandising. 2.4 P es ige sensi i i y and ime spen shopping Some e idence indica es ha p es ige sensi i - i y migh be ela ed o ime expendi u e in e- ail s o es. P e ious s udies sugges ha ime expendi u e is in luenced posi i ely by emo- ions (Lucia-Palacios e al., 2016; S oel e al., 2004), ec ea ion, sel -g a i ica ion, ewa d- seeking mo i a ions, and lea ning abou new ends (Ho nik, 2021; McDonald, 1994). While hedonic mo i a ions posi i ely a ec ime ex- pendi u e, u ili a ian mo i es a e nega i ely associa ed wi h ime. The e is also a no ion ha many shoppe s oday a e unde ime p es- su e and end o shop quickly and e icien ly (Ho nik, 2021), which makes he p edic ions mo e di icul . Since p es ige-sensi i e con- sume s a e hedonic-o ien ed (Epu an e al., 2015) and a e mo e exci able and emo ional, we assume ha p es ige o ien a ion migh s imula e hem o spend mo e ime in he s o e shopping o ind he b ands ha will emphasize a p es igious sel -image. Hence, H8: P es ige sensi i i y is posi i ely ela ed o ime spen shopping. 2.5 The mode a ing ole o ashion inno a i eness Fashion inno a i eness desc ibes consume s’ in e es in new p oduc s and hei endency o lea n abou hem and be he i s o buy hem (Goldsmi h & Ho acke , 1991). Fashion inno a o s a e mo e b and-sensi i e, mo e in e es ed in ashion b ands (Beaudoin e al., 2003), less p ice-sensi i e (Goldsmi h e al., Ma ke ing and T ade 188 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 2005), and end o compe e o s a us (Le - wannawi & Mandhachi a a, 2012; Roge s, 1995), and hus his ai migh enhance he e ec o shopping mo i a ions on p es ige sensi i i y. Fu he mo e, he need o unique- ness is ela ed o ashion inno a i eness (Sa i- cam & E dumlu, 2016; Wo kman & Caldwell, 2007), which migh enhance he impac o ecogni ion enhancemen and aes he ic exp ession mo i a ions on p es ige sensi i - i y. In addi ion, Anić e al. (2018) sugges ha ashion inno a i eness is associa ed wi h hedonic, ec ea ion, and sexual a ac ion mo i a ions. Hence, H9: Fashion inno a i eness posi i ely mo de a es he e ec o ecogni ion enhance- men mo i a ion (H9a), aes he ic exp ession mo i a ion (H9b), sexual a ac ion mo i a- ion (H9c), and ec ea ion mo i a ion (H9d) on p es ige sensi i i y. The esea ch model is p esen ed in Fig. 1. 3. Resea ch me hodology This s udy elies on a elephone su ey (CATI). To de e mine he sample, we used a sys ema ic andom sampling echnique by picking numbe s o indi iduals om C oa ia’s elephone di ec o y o esiden ial and mobile phone numbe s, wi h he a ge o collec ing 300 su eys. The Ins i- u e o Economics, Zag eb, wi h ou ained in e iewe s, collec ed he da a om adul esponden s. The in e iewe s we e ins uc ed abou he su ey and p es ige sensi i i y ques- ions. They asked he esponden s i hey we e olde han 18, b ie ly desc ibed wha p es ige b ands a e, p o ided some examples o p es- ige ashion b ands, and asked i hey had been shopping o such p es ige b ands in he pas 12 mon hs. Only indi iduals who bough a leas one p es ige b and pa icipa ed in he su ey. The p e- es was ca ied ou on 20 esponden s. In o al, 337 ques ionnai es we e comple ed, Fig. 1: Resea ch model Sou ce: own P es ige sensi i i y Recogni ion enhancemen Aes he ic exp ession Sexual a ac ion Func ional appa el a ibu es Rec ea ion Symbolic appa el a ibu es Mannequin displays Time spen shopping Fashion inno a i eness Shopping mo i a ions H1-H4 H9a-d H5 H6 H7 H8 Ma ke ing and T ade 189 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 ou o which 48 we e incomple e wi h missing da a, and we excluded hose ques ionnai es om u he analysis, as Tabachnick and Fidell (2013) sugges ed. The inal sample included 289 esponden s and is ep esen a i e and p o- po ional o he o al popula ion in 21 C oa ian coun ies conce ning gende and age (Tab. 1). The ques ionnai e was designed based on a li e a u e e iew. We selec ed he ele an i ems ha o he schola s alida ed in pas esea ch. Some o he i ems we e modi ied o i he con ex be e based on he sugges- ions by ma ke ing schola s du ing he p ocess o p e- es ing o ace and con en alidi y. I ems aken om he li e a u e we e ansla ed om English in o C oa ian and hen back o English. We measu ed p es ige sensi i i y wi h i e i ems aken om he sensi i i y subscale o he p ice pe cep ion scale de eloped by Li- ch ens ein e al. (1993). This o iginal scale measu es he endency o buy p es ige p od- uc s in gene al. We adop ed he o iginal scale o he ashion con ex o measu e indi iduals’ enjoymen and o eel good and a ac i e when buying expensi e ashion b ands. We asked esponden s o a e hei ag eemen N% Gende Male 144 49.8 Female 145 50.2 Age (yea s) 20–29 60 20.8 30–39 60 20.8 40–49 57 19.7 50–59 64 22.1 60–69 48 16.6 Educa ion P ima y school o less 11 3.8 Seconda y school 152 52.6 College, uni e si y o mo e 126 43.6 A e age mon hly household income (HRK) Up o 3,000 13 4.5 3,001–4,000 22 7.6 4,001–6,000 46 15.9 6,001–8,000 52 18.0 8,001–10,000 57 19.7 10,001–13,000 55 19.0 13,0001–16,000 30 10.4 16,001–20,000 8 2.8 Mo e han 20,000 6 2.1 No e: *HRK s ands o C oa ian Kuna; he exchange a e o EUR 1 o HRK is 7.48 (h p://www.hnb.h , 01.01.2021). Sou ce: own Tab. 1: Sample cha ac e is ics (N = 289) Ma ke ing and T ade 190 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 on a i e-poin Like scale anging om 1 (s ongly disag ee) o 5 (s ongly ag ee). Shopping mo i a ions included 18 s a e- men s. Fi een s a emen s we e aken om Chen-Yu and Seock (2002) and Shchud o (2011), while he au ho s de eloped h ee s a e- men s conside ing ele an consume beha io heo y, i.e., eeling desi able o he opposi e sex, showing social s anding, and looking he bes when buying clo hes. The i ems we e a ed on a i e-poin Like scale anging om 1 (s ongly disag ee) o 5 (s ongly ag ee). We measu ed ashion inno a i eness wi h he domain-speci ic inno a i eness scale de eloped by Goldsmi h and Ho acke (1991). I includes nine i ems desc ibing indi iduals’ in e es in new and o iginal ashion i ems. The scale indica es consume s’ desi e o look a new ashion and lea n abou i and he en- dency o be he i s o buy new and o iginal ashion p oduc s when hey appea . We used a i e-poin Like scale anging om 1 (s ongly disag ee) o 5 (s ongly ag ee). We asked esponden s o indica e he im- po ance o 16 appa el a ibu es ha a e el- e an o pu chasing ashion p oduc s, such as quali y, p ice, i , ashionabili y, na u al ibe con- en , b and name, appea ance, s yling, image, and ca e/main enance. The i ems we e a ed on a Like scale om 1 (no a all impo an ) o 5 ( e y impo an ). Measu es o consume s’ endency o espond o isual me chandising, based on Kim (2003), include window displays, mannequin displays, p omo ional signage, and loo me chandising. We added music and s o e pe sonnel o he o iginal i ems. The i ems we e measu ed using a i e-poin Like scale anging om 1 (s ongly disag ee) o 5 (s ongly ag ee). We examined he pe cei ed ime consum- e s spend b owsing, e alua ing me chandise, selec ing i ems, and wai ing a a coun e o pu - chase. The esponden s we e asked how much ime, on a e age, hey spen in he s o e shop- ping o clo hing p oduc s, coded as (1) less han one hou , (2) 1–3 hou s, (3) 4–6 hou s, and (4) mo e han six hou s. Be o e he main da a analysis, we checked da a o common me hod bias. To assess common me hod a iance (CMV), we ha e pe o med se e al (ad-hoc and pos -hoc) p ocedu es. A he beginning o he su ey, esponden s we e in o med ha he e we e no igh o w ong ques ions and ha pa icipa ion was con iden ial. Then, du ing da a analysis, pa icula ly mul i-collinea i y check, VIF al- ues achie ed he ecommended h esholds, i.e., VIF alues below 3.3. Fu he , we ha e conduc ed Ha man’s single- ac o es , and he esul s indica ed ha he o al a iance ex- ac ed by one ac o was below he sugges ed h eshold o 50%. Hence, all es s pe o med sugges ha CMV does no dis up ou model assump ions, i.e., ha ou da a is ee om common me hod bias. 4. Resea ch esul s 4.1 Desc ip i e s a is ics The da a we e analyzed in SPSS ( 23) and AMOS o desc ip i e insigh s and o pe - o m con i ma o y ac o analysis (CFA) and Va iable Mean S anda d de ia ion Enhancemen mo i a ion 2.168 1.078 Aes he ic mo i a ion 2.771 1.140 Sexual a ac ion mo i a ion 3.107 1.192 Rec ea ion mo i a ion 3.600 1.299 Fashion inno a i eness 2.328 0.975 P es ige sensi i i y 1.857 1.055 Func ional p oduc a ibu es 4.611 0.554 Symbolic p oduc a ibu es 2.631 1.095 Mannequin displays 2.226 1.118 Sou ce: own Tab. 2: Desc ip i e s a is ics Ma ke ing and T ade 191 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 s uc u al equa ion modeling (SEM). Desc ip- i e s a is ics esea ch esul s (Tab. 2) show ha he esponden s in he sample we e below a e age p es ige-sensi i e (M = 1.85) and ashion inno a i e (M = 2.32), and hey sco ed low on he esponse o mannequin displays (M = 2.22). Rega ding he shopping mo i a ions, he esponden s did no sco e high on buying clo hes o enhance hei s a us (M = 2.16) o imp o e hei aes he ic appeal (M = 2.77). How- e e , hey sco ed mode a ely high on buying clo hes o ec ea ion (M = 3.60) and sligh ly less on buying clo hes o be sexually a ac- i e (M = 3.10). Rega ding p oduc a ibu es, esponden s alued unc ional a ibu es mo e (M = 4.61) han symbolic a ibu es (M = 2.63). Mos esponden s (59.9%) pu chased up o i e clo hing i ems du ing 12 mon hs. Unplanned pu chases we e abou 2.7 i ems on a e - age. Indi iduals (53.6%) spen be ween one o h ee hou s in he s o e, 38.8% less han one hou , and 7.6% mo e han h ee hou s. 4.2 Con i ma o y ac o analysis(CFA) A con i ma o y ac o analysis was employed o assess he scales’ eliabili y, alidi y, and uni- dimensionali y. The measu emen model was c ea ed based on he ele an p inciples (Kline, 2011) using he maximum-likelihood me hod o pa ame e es ima ion. The CFA shows ha he measu emen model has a good i (X2/d = 359.329/231 = 1.556, TLI = 0.956, CFI = 0.966, IFI = 0.966, RMSEA = 0.044), which also con i ms he unidimensionali y o he measu es. We excluded se e al i ems om he analysis due o low ac o loadings, including wo i ems om he p es ige sensi i i y scale, eigh i ems om shopping mo i a ion, six i ems om he ashion inno a i eness scale, and ele en i ems om appa el a ibu es and isual me chandising. The inal measu emen model elied on high (>0.6) and signi ican ac o loadings. CFA esul s (Tab. 3) indica e ha he measu emen scales show he cha - ac e is ics o eliabili y and con e gen alidi y. Fac o /i ems Fac o loadings Composi e eliabili y (CR) The a e age a iance ex ac ed (AVE) C onbach alpha Recogni ion enhancemen mo i a ion (ENH) I buy clo hes o exp ess who I am 0.874 0.821 0.696 0.817 I buy clo hes ha show my social s anding* 0.793 Aes he ic exp ession mo i a ion (AES) I spend much ime inding he ga men ha looks bes on me 0.772 0.717 0.559 0.716 Looking he bes you can is wo h he e o * 0.722 Sexual a ac ion mo i a ion (SAT) I wan my clo hes o appeal o he o he gende sex 0.848 0.897 0.744 0.895 When buying a ac i e clo hes, I eel mo e desi able o he opposi e sex* 0.906 D essing o appeal o he o he gende is impo an o me 0.831 Rec ea ion mo i a ion (REC) I enjoy shopping o clo hes 0.938 0.892 0.737 0.885Shopping o clo hes pu me in a good mood 0.917 Shopping o clo hes is bo ing ( ) 0.701 Tab. 3: CFA esul s – Pa 1 Ma ke ing and T ade 198 2024, olume 27, issue 2, pp. 183–200, DOI: 10.15240/ ul/001/2024-2-011 o he Academy o Ma ke ing Science, 19(3), 209–221. h ps://doi.o g/10.1007/b 02726497 Goldsmi h, R. 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