A model of the antecedents and consequents of female fashion innovativeness

Abstract

It is well documented that innovators have a significant impact on the success/failure of new products and services. In view of this, it is understandable that over the past three decades marketing practitioners and academics have tried to identify these elusive innovators. This study proposes and tests a causal model of female fashion innovativeness. Specifically, the model establishes the value of a domain-specific fashion innovator construct, identifies the key determinants and consequents of female fashion innovativeness and tests these relationships on data collected from a sample of female respondents using partial least squares. The results support the predicted relationships suggesting that the model provides a reasonable framework to understand female fashion innovativeness.