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).
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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
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