| Abstract |
| This study is try to prove the possibility of two scales to quantitatively measure of fast and slow fashion consumers, which will allow for these consumers to be characterized based on decision-making. And The scale that used in this research which shows the fast and slow fashion consumers` consumption attitudes characteristics based on decision-making process will be potentially useful to researchers and retailers to make better understand their target markets. 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, 20s undergraduate students. In order to solve these 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; First, 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. Second, 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. |
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| Key Words |
| 패스트(슬로) 패션제품 소비태도, 사이코그래픽 특성, Fast(Slow) Fashion-goods consumption attitudes, Psychographic characteristics |
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