Question: Scenario for data analysis Data were collected from consumers aged between 18 to 35 years. The purpose of data collection is to know about consumer
Scenario for data analysis
Data were collected from consumers aged between 18 to 35 years. The purpose of data collection is to know about consumer psychology behind their fashion clothing choices. Data were sourced from 620 consumers in 2018. Measures included:
| Construct | Measure |
| Sex | 1=Female 2=Male |
| Profession | 1=Student, 2=Employee, 3=Business owner |
| Mass Media Influence (MM) | Average of 5 7-point Likert-Scale (Strongly Disagree- Strongly Agree) items. |
| Fashion Consciousness (FC) | Average of 4 7-point Likert-Scale (Strongly Disagree- Strongly Agree) items. |
| Identity Distinctiveness (ID) | Average of 4 7-point Likert-Scale (Strongly Disagree- Strongly Agree) items. |
| Fashion Opinion Leadership (FOL) | Average of 5 7-point Likert-Scale (Strongly Disagree- Strongly Agree) items. |
Eighteen questions were used to measure the four constructs related to fashion clothing choices: Mass Media Influence, Fashion Consciousness, Identity Distinctiveness, and Fashion Opinion Leadership. The scales were constructed by averaging the scores on each of the 7-point Likert scales items (Strongly Disagree- Strongly Agree questions). The scale items and their internal reliability scores are presented in the following table.
| Construct | 5-point Likert-scale Item | Cronbachs Alpha |
|
Mass Media Influence (MM) | I buy only those clothes or clothing brands that are advertised on mass media (electronic and print). |
0.821 |
| Mass media ads determine my clothing brands loyalties. | ||
| I continue buying the same clothing brands as long as my favourite celebrities endorse them. | ||
| I always consult the mass media to determine the best buys. | ||
| I always look at the ads before I buy clothes. | ||
|
Fashion Consciousness (FC) | I keep up-to-date with the changing (i.e., latest) fashions. |
0.710 |
| The latest fashionable, attractive styling is important to me. | ||
| I try to keep up to date with the latest fashions. | ||
| I am fashion conscious. | ||
|
| I often combine clothes to create a personal image that cannot be duplicated. |
0.630 |
| Identity Distinctiveness (ID) | I often try to find more interesting versions of common clothes because I enjoy being original. |
|
| I actively seek to develop my personal uniqueness by buying special clothes or clothing brands. | ||
| Having an eye for clothes that are interesting and unusual assists me in establishing a distinctive image. | ||
| Fashion Opinion Leadership (FOL) | My opinion on clothing seems to be considered by other people. |
0.695 |
| When they choose clothes, other people turn to me for advice. | ||
| Other people come to me for advice about choosing fashion styles. | ||
| People that I know select clothes based on what I have told them. | ||
| I often persuade other people to buy the clothes that I like. |
Question 6
Based on the above presented scenario, answer the following questions:
- Comment on the internal reliability of each construct.
- What are the available methods to improve the reliability of Identity Distinctiveness and Fashion Opinion Leadership?
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