Moda ilgilenimi ve yenilikçiliğin, giyim satın almada İnternet kullanımı üzerine etkisinin incelenmesi

Öz

Gelişen teknolojiyle birlikte giyim alışverişlerinin İnternet yoluyla yapılması artık çok yaygınlaşmıştır. Moda ve yenilik kavramlarının da teknoloji ilerlemesiyle birlikte yayılır olma hızı artmıştır. Bu çalışma moda ilgileniminin, moda yenilikçiliği üzerindeki etkisini, moda ilgilenimi, moda yenilikçiliği ve elektronik yenilikçiliğin giyim satın almada İnternet kullanımı üzerine etkisini birlikte geniş kapsamlı bir şekilde ele almaktadır. Çalışmanın amacı, moda ve yenilikçilik etkileşiminin giyim satın almada İnternet kullanımını ortaya koymaktır. Araştırma modeli doğrultusunda kurulan hipotezler yapısal eşitlik modellemesi ile test edilmiştir. Anket yoluyla 383 kişiye ulaşılarak veri toplanmıştır. Araştırma, tüketicilerin moda ilgileniminin ve elektronik yenilikçiliğinin giyim alışverişlerinde İnternet kullanımını etkilediğini ortaya koymaktadır.

Anahtar Kelimeler

• Moda İlgilenimi,Moda Yenilikçiliği,Elektronik Yenilikçilik,Giyim Satın Almada İnternet Kullanımı

Investigation of the effect of fashion involvement and innovativeness on internet use in clothing purchasing

Öz

With the developing technology, it is now very common to make clothes shopping via the internet. With the advancement of technology, the concept of fashion and innovation has increased. This study extensively addresses the impact of fashion involvement on fashion innovativeness, the impact of fashion involvement, fashion innovativeness and electronic innovativeness on the use of the internet in clothing purchase. The aim of the study is to reveal the interaction of fashion and innovativeness with the use of the internet in buying clothes. The hypotheses established in line with the research model were tested with structural equation modeling. 383 people were reached through the questionnaire and data were collected. The research reveals that the fashion involvement and electronic innovativeness of consumers affect the use of the internet in clothing shopping.

Anahtar Kelimeler

• Fashion Involvement,Fashion Innovativeness,Electronic Innovativeness,Using the internet to Buy Clothing

Kaynakça

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