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Assessing the different aspects of consuming fashion and the role of self-confidence on the buying behaviour of fashion consumers in the clothing market as a mediator

Author

Listed:
  • Milad Zam
  • Mohammadhosein Tavakoli
  • Hasan Ramezanian
  • Amin Rezasoltani

Abstract

As a mediator variable, self-confidence is one of the most effective elements of the decision-making process of consumer behaviour. This research has studied the effects of different aspects of consuming fashion on the self-confidence and behaviour of consumers in Tehran's clothing market. This study has considered the acceptance of new products, interest in mode and fashion, utilitarianism, and personal taste in its analysis. This research aims to understand the fashion buying behaviour amongst Iranian consumers in consideration of their attitude towards self-confidence and aspects of fashion consumption. The statistic sample is 400 consumers from Tehran's clothing market who have been chosen based on the random availability procedure. The primary tool in this research was a questionary used to testify the assumptions and a model fit created by using structural equations and factor analysis. This research showed that the interest in mode and fashion, personal taste, utilitarianism, and new products positively impact self-confidence. In addition, the positive impact of self-confidence on fashion buying behaviour was confirmed.

Suggested Citation

  • Milad Zam & Mohammadhosein Tavakoli & Hasan Ramezanian & Amin Rezasoltani, 2022. "Assessing the different aspects of consuming fashion and the role of self-confidence on the buying behaviour of fashion consumers in the clothing market as a mediator," Papers 2209.02367, arXiv.org.
    • Handle: RePEc:arx:papers:2209.02367
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    References listed on IDEAS

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    1. Volker Liermann & Sangmeng Li, 2021. "Methods of Machine Learning," Springer Books, in: Volker Liermann & Claus Stegmann (ed.), The Digital Journey of Banking and Insurance, Volume III, pages 225-238, Springer.
    2. Wilkes, Robert E, 1992. "A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 292-301, September.
    3. Hengameh Hadian & S. Chahardoli & Amir-Mohammad Golmohammadi & Ali Mostafaeipour, 2020. "A practical framework for supplier selection decisions with an application to the automotive sector," International Journal of Production Research, Taylor & Francis Journals, vol. 58(10), pages 2997-3014, May.
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    Cited by:

    1. Zam, Milad & Rezasoltani, Amin & Ramezanian, Hasan & Tavakoli, Mohammadhosein, 2023. "Investigation of Consumer Attitude Impacting Parameters in Online Shopping," OSF Preprints dmqfr, Center for Open Science.
    2. Zam, Milad & Ramezanian, Hasan, 2023. "An examination of the factors that influence consumer attitude in online shopping," OSF Preprints yv5fx, Center for Open Science.

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