Social Shopping for Fashion: Development and Validation of a Multidimensional Scale

Despite the prevalence and significance of social shopping in fashion consumption, researchers have not systematically defined this phenomenon. The purpose of this study was to develop a scale of social shopping for fashion using three steps: Item generation, scale purification, and scale validation. A five-dimensional scale with 16 behavioral items was developed. The validation process successfully demonstrated reliability and validity of the scale. This study provides insights for marketers and retailers to understand their customers’ shopping behaviors associated with various social and interpersonal activities.

[1]  E. R. Heider.  Style and Accuracy of Verbal Communications Within and Between Social Classes. , 1971 .

[2]  Leslie Davis Burns,et al.  Gender Differences in the Dimensional Structure of Apparel Shopping Satisfaction Among Korean Consumers: The Role of Hedonic Shopping Value , 2004 .

[3]  E. Rogers.  New Product Adoption and Diffusion , 1976 .

[4]  Jihye Park,et al.  Personalization of Fair Trade Apparel , 2009 .

[5]  E. Tauber.  Why Do People Shop , 1972 .

[6]  The Social Psychology of Service Interactions , 1999 .

[7]  L. Festinger.  A Theory of Social Comparison Processes , 1954 .

[8]  Terrence J. Paridon.  Retail opinion sharing: conceptualization and measurement , 2004 .

[9]  N. Rudd,et al.  Social Anxiety as Predictor of Personal Aesthetic Among Women , 2009 .

[10]  Knowlton W. Johnson.  Structural Equation Modeling in Practice: Testing a Theory for Research Use , 1998 .

[11]  R. Bagozzi.  Evaluating Structural Equation Models with Unobservable Variables and Measurement Error: A Comment , 1981 .

[12]  Jane E. Workman,et al.  Fashion Opinion Leadership, Fashion Innovativeness, and Need for Variety , 1993 .

[13]  Ronald E. Goldsmith,et al.  An analysis of factors affecting fashion opinion leadership and fashion opinion seeking , 2008 .

[14]  William R. Darden,et al.  Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value , 1994 .

[15]  Gilbert A. Churchill.  A Paradigm for Developing Better Measures of Marketing Constructs , 1979 .

[16]  James C. Anderson,et al.  STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH , 1988 .

[17]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[18]  John A. Czepiel,et al.  A role theory perspective on dyadic interactions: The service encounter. , 1985 .

[19]  R. Goldsmith,et al.  Some psychological motivations for fashion opinion leadership and fashion opinion seeking , 2006 .

[20]  M. Birnbaum.  Human research and data collection via the internet. , 2004, Annual review of psychology.

[21]  Cathy Parker,et al.  An analysis of role adoptions and scripts during customer‐to‐customer encounters , 2000 .

[22]  Arch G. Woodside,et al.  Consumer decision-making styles and mall shopping behavior: Building theory using exploratory data analysis and the comparative method , 2006 .

[23]  E. Tauber.  Marketing Notes and Communications: Why Do People Shop? , 1972 .

[24]  Ian Phau,et al.  Profiling fashion innovators , 2004 .

[25]  Sandra Forsythe,et al.  Shopping Enjoyment, Perceived Time Poverty, and Time Spent Shopping , 1996 .

[26]  R. Lennox,et al.  Revision of the self-monitoring scale. , 1984, Journal of personality and social psychology.

[27]  K. Reynolds,et al.  Hedonic shopping motivations , 2003 .

[28]  C. Maslach,et al.  Individuation: Conceptual analysis and assessment. , 1985 .

[29]  Peter H. Bloch,et al.  The shopping mall as consumer habitat , 1994 .

[30]  K. Reynolds,et al.  A relationship customer typology , 1999 .

[31]  David W. Gerbing,et al.  An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment , 1988 .

[32]  L. Flynn,et al.  Opinion leaders and opinion seekers: Two new measurement scales , 1996 .

[33]  Richard G. Netemeyer,et al.  Measurement of Consumer Susceptibility to Interpersonal Influence , 1989 .

[34]  B. Buunk,et al.  Individual differences in social comparison: development of a scale of social comparison orientation. , 1999, Journal of personality and social psychology.