Underlying Dimensions of Apparel Involvement in Consumers' Purchase Decisions

Abstract

The purposes of this study were (a) to determine if apparel involvement is composed of more than one dimension and, if composed of more than one dimension, (b) to determine if variation in apparel involvement dimensions is explained by fiber information sources and demographics. The sample chosen for this study was female apparel consumers (n = 540) from three Southern malls. A questionnaire consisting of an involvement measure, a fiber information source measure, and a demographic measure was handed to mall shoppers who completed and returned the questionnaire (n = 177). Using factor analysis two involvement factors emerged, indicating that apparel involvement is composed of more than one dimension. Analysis of covariance indicated that variation in apparel involvement dimensions is partially explained by fiber information sources. Analysis of variance found that one of the two identified apparel involvement dimensions differed based on 3 of 4 of the consumer demographic variables studied Results may benefit apparel marketers in developing promotional programs and retail management in training sales associates.