The purpose of the present research is to study the differences between fast and slow fashion-goods consumers in regards to their consumer decision-making
process stages to conduct a survey of 764 in Dae gu and Gyungbuk, 20s undergraduate students. More specifically, the objectives of this study are threefold.
First, this study attempted to characterize fast and slow fashion-goods consumers’ consumption attitudes by potentially defining them based on their decision-making characteristics and perceptions of fast and slow fashion.
Especially, the earlier studies were qualitative researches for consumers'' characteristics associated with only one of the two groups: either fast or slow fashion-goods consumers. But this study is trying to prove the possibility of two scales to quantitatively measure fast and slow fashion-goods consumers, which will allow for these consumers to be characterized based on decision-making.
Second, this study investigated whether fast and slow fashion-goods consumers are differentiated on the consumption attitudes by consumer decision-making process stages and several psychographics dimensions (fashion leadership, the importance of being well-dressed, and conspicuous consumption).
Finally, this study proposed to know satisfaction after consumption for the fast and slow fashion-goods consumers on the consumption attitudes by
consumer decision-making process stages and more specifically, to make clear the difference between variables of consumption attitudes and satisfaction after consumption.
With regard to the purpose of this study, four subjects are suggested;
1. Are there any differences between fast and slow fashion-goods consumers based on the consumption attitudes for fashion goods?
2. Are there any differences between fast and slow fashion-goods consumers based on the psychographics characteristics?
3. Are there any differences between fast and slow fashion-goods consumers based on the satisfaction after consumption?
4. Are there any differences between consumption attitudes based on prediction capability of the satisfaction after consumption?
In order to solve these four subjects, the research has conducted regional frequency analysis, descriptive statistics, reliability analysis, factor analysis,manova, and K-means analysis for the purpose of doing this study, and then the results are as in the followings;
1. This research derived 6 factors from fast and slow fashion?goods consumers’ consumption attitudes based on decision-making stages by factor analysis, and they were named as innovation, hedonic, disposal, practicality,
value, and preference for achromatic color.
Meanwhile, the consumption attitude of fast fashion-goods consumers is more affected about innovation, hedonic, and disposal than that of slow fashion-goods consumers, and the consumption attitude of slow fashion-goods consumers is more affected about practicality, and preference for achromatic color. But interestingly, the difference between fast and slow fashion-goods consumers was not statistically significant about value.
2. There is a difference between fast and slow fashion-goods consumers by psychographics characteristics. In other words, fast fashion-goods consumers are more affected than slow fashion-goods consumers by fashion leadership, the importance of being well dressed, conspicuous consumption, and self-construal.
3. There is a difference between fast and slow fashion-goods consumers for satisfaction after consumption. Namely, fast fashion-goods consumers get lower
satisfaction level after consumption than slow fashion-goods consumers.
4. The variables of fashion-goods consumption attitudes which are named as value, disposal, hedonic, and innovation affect satisfaction after consumption, and
it gains predictable results that fashion consumers with higher innovation are more likely to experience dissatisfaction after consumption, followed by fashion
consumers with higher disposal. On the other hand, it gains predictable results that fashion consumers having value experience very high satisfaction after consumption, and also fashion consumers with hedonic is the same.
The scale that was used in this research to define and show the fast and slow fashion-goods consumers’ consumption attitudes characteristics based on decision-making process will be potentially useful for researchers and retailers to better understand their target markets.
Moreover, this study strived to understand if and how those individual characteristics influence the consumption of fast and slow fashion-goods, and how these influences differentiate between fast and slow fashion-goods consumers.