TITLE:
Materialism, Fashion Involvement, Fashion Innovativeness and Use Innovativeness: Exploring Direct and Indirect Relationships
AUTHORS:
Vikas Gautam, Vikram Sharma
KEYWORDS:
Materialism, Fashion Involvement, Fashion Innovativeness, Use Innovativeness, Confirmatory Factor Analysis, Structural Equation Modeling, Mediation Analysis
JOURNAL NAME:
Theoretical Economics Letters,
Vol.8 No.11,
August
22,
2018
ABSTRACT: The objective of the
current study was to examine the direct and indirect impacts of materialism on
use innovativeness in case of fashion products among Indian consumers. An
empirical study was conducted to test these relationships with 282 respondents
comprised of 59 percent males and 41 percent of females. Proposed conceptual
study model was tested with the help of higher order structural equation
modeling by using IBM AMOS 21.0. We confirmed full mediation of fashion involvement
in the relationship between materialism and use innovativeness. Furthermore,
our study results found full mediation of fashion innovativeness in the
relationship between materialism and use innovativeness. On the other hand,
materialism had a direct significant negative impact on use innovativeness in
case of fashion products. We strongly recommend to the fashion product
marketers to highlight the concept of use innovativeness in the entire
marketing mix for better business prospects.