Degree Type

Thesis

Date of Award

2008

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Daniela V. Dimitrova

Second Advisor

Sela Sar

Third Advisor

Ann Marie Fiore

Abstract

This study examined innovators and non-innovators in Taiwan. The study uses diffusion of innovations theory as theoretical framework, considering purchasing fashion items online as an innovation. Fashion innovators are a vital consumer group not only because their early purchase brings positive cash flow but also because their word-of-mouth legitimizations of new fashions.;This study compared fashion innovators and non-innovators' demographic characteristics, psychographic characteristics, media usage, online shopping behavior, and perceptions toward shopping fashion items online. The data used in this study were gathered by surveying undergraduate students in Taipei, Taiwan, and 318 questionnaires were used in statistical analysis.;The results indicated that psychographic characteristics may be better indicators than demographic characteristics to identify fashion innovators. Fashion innovators perceived themselves as more delicate, dominating, indulgent, contemporary, youthful, liberal, complex, colorful, and vain. Moreover, their buying impulsiveness was higher than that of non-innovators. Fashion innovators use online and offline media as well as personal communication more frequently to gather fashion information. They purchase online more frequently than non-innovators, and they perceive shopping for fashion items online as more advantageous, easier to use, easier to try and more observable. The differences between fashion innovators and non-innovators have important implications for both academic and fashion industry.

DOI

https://doi.org/10.31274/rtd-180813-16629

Publisher

Digital Repository @ Iowa State University, http://lib.dr.iastate.edu/

Copyright Owner

Yitung Lo

Language

en

Proquest ID

AAI1454710

OCLC Number

268789122

ISBN

9780549688822

File Format

application/pdf

File Size

87 pages

Share

COinS