DOI: https://doi.org/10.14710/dijb.5.2.2022.146-157

Discovering advancement in technology and mass media influence on gen Y male fashion consciousness

1Commerce Administration Department, Politeknik Negeri Bandung, Indonesia

2Kriya-Fashion Design, Fine Arts Department, Institut Seni Budaya Indonesia, Indonesia

Open Access Copyright 2022 Diponegoro International Journal of Business under http://creativecommons.org/licenses/by-sa/4.0.

Citation Format:
Abstract
The growth of fashion development among male consumers in Indonesia is not supported by the increasing study on the male fashion segment. Therefore, it is necessary to understand the Generation Y male buying intention towards fashion products since Gen Y is the most prospective market. This study aims to investigate the factors that influence fashion consciousness among males in Indonesia by using self-identity, social media influence, changes in work practices, advancement in information technology, mass media influence variables, and the impact of fashion consciousness on buying intention. By employing quantitative research, the data collected uses a self-administered online questionnaire. The samples of this research are 227 respondents of Gen Y males with their profile data. This study uses partial squares structural equation modeling analysis with the smart PLS application to test the hypothesis. The findings of this study show that self-identity, social media influence, and mass media influence have a significant impact on fashion consciousness. Also, fashion consciousness has significant results on buying intention.
Fulltext View|Download
Keywords: Fashion Consciousness; Buying Intention; Media Influence; Mass Media Influence; Gen Y Male Fashion Consumer

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
Front matter Back matter Discovering advancement in technology and mass media influence on gen Y male fashion consciousness The role of information quality processing in determining purchase intentions through social psychological distance The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty More recent articles
  1. Ahmad, N., Salman, A., & Ashiq, R. (2015). The Impact of Social Media on the Fashion Industry: Empirical Investigation from Karachiites. Journal of Resources Development and Management. https://doi.org/10.4018/978-1-4666-4197-6.ch019
  2. Aparicio-García, M. E. (2017). Transgender, Sexual Orientation, and Health. In The Psychology of Gender and Health: Conceptual and Applied Global Concerns. https://doi.org/10.1016/B978-0-12-803864-2.00005-5
  3. Banister, E., & Hogg, M. K. (2012). Consumers and their negative selves, and the implications for fashion marketing. In Fashion Marketing: Contemporary Issues. https://doi.org/10.4324/9780080506241-17
  4. Bertrandias, L., & Goldsmith, R. E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management. https://doi.org/10.1108/13612020610651105
  5. Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing, 11(3), 312–335. https://doi.org/10.1108/JRIM-10-2016-0104
  6. Chi, T., & Chen, Y. (2019). A study of lifestyle fashion retailing in China. Marketing Intelligence and Planning, 38(1), 46–60. https://doi.org/10.1108/MIP-01-2019-0025
  7. Chi, T., & Chen, Y. (2020). A study of lifestyle fashion retailing in China. Marketing Intelligence and Planning, 38(1), 46–60. https://doi.org/10.1108/MIP-01-2019-0025
  8. Cho, J. Y., & Lee, E. J. (2017). Impact of Interior Colors in Retail Store Atmosphere on Consumers’ Perceived Store Luxury, Emotions, and Preference. Clothing and Textiles Research Journal, 35(1), 33–48. https://doi.org/10.1177/0887302X16675052
  9. Dabbous, A., & Barakat, K. A. (2019). Bridging the Online Offline Gap: Assessing the Impact of Brands’ Social Network Content Quality on Brand Awareness and Purchase Intention. Journal of Retailing and Consumer Services
  10. Davis, J. (2018). Apparently, men spend more on clothes than women do
  11. Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research. https://doi.org/10.1086/497549
  12. Gia Vuong, H., & Tan Nguyen, M. (2018). Factors Influencing Millennials’ Purchase Intention towards Fast Fashion Products: A Case Study in Vietnam. International Journal of Social Science and Humanity. https://doi.org/10.18178/ijssh.2018.v8.967
  13. Goldsmith, R. E., Moore, M. A., & Beaudoin, P. (1999). Fashion innovativeness and self-concept: A replication. Journal of Product & Brand Management. https://doi.org/10.1108/10610429910257904
  14. Grubb, E. L., & Harrison L. Grathwohl. (1967). 1967 GRUBB & GRATHWOHL Consumer self-concept, symbolism and market behavior a theoretical approach. Journal of Marketing
  15. Gul, M. S., & Shahzad, H. (2014). The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior. Journal of Management Info. https://doi.org/10.31580/jmi.v2i1.4
  16. Gunawan, A. I., Najib, M. F., & Setiawati, L. (2020). The effect of Electronic Word of Mouth (e-WoM) on social media networking. IOP Conference Series: Materials Science and Engineering, 830(3). https://doi.org/10.1088/1757-899X/830/3/032002
  17. Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review. https://doi.org/10.1108/EBR-10-2013-0128
  18. Hendraningrum, R., & Prabowo, A. (2015). Lifestyle and Fashion as Communication. The Indonesian Journal of Communication Studies, 08(1)
  19. Hendriyani, C., & Chan, P. A. (2018). Understanding the New Millennial Customer Path in the Era of Omni-Channel Marketing in Indonesia. Review of Integrative Business and Economics Research, 7(1), 359. http://buscompress.com/journal-home.html
  20. Hokkanen, S. (2014). Fashion brands and consumption in postmodern consumer culture The construction of self and social identities. University of Borås
  21. Hui, T. X. (2017). The Effect of source credibility on consumers’ purchase intention in Malaysia online community. Journal of Arts and Social Sciences
  22. Ipsos. (2018). E-Commerce Outlook 2018
  23. Iver, R., & Eastman, J. (2010). The fashion conscious mall shoper; An expolaratory study. The Marketing Managment Journal, 20(2)
  24. Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India. International Journal of Retail and Distribution Management, 48(5), 517–536. https://doi.org/10.1108/IJRDM-02-2019-0042
  25. Kotler, P., & Armstrong, G. (2011). Marketing in a Changing World. Principles Of Marketing. https://doi.org/10.1016/0024-6301(95)92103-6
  26. Kusnandar, V. B. (2018). Berapa Jumlah Pengguna Internet di Indonesia - Databoks. 20 Februari
  27. Ladhari, R., Gonthier, J., & Lajante, M. (2019). Generation Y and online fashion shopping: Orientations and profiles. Journal of Retailing and Consumer Services, 48(January), 113–121. https://doi.org/10.1016/j.jretconser.2019.02.003
  28. Lam, Y. W. K., & Yee, R. W. Y. (2014). Antecedents and Consequences of Fashion Consciousness: An Empirical Study in Hong Kong. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-18-04-2014-B007
  29. Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection of a coffee brand. Saimaa University of Applied Sciences
  30. Lawlor, J. (2018). 5 major differences between traditional media and social media
  31. Leung, A. C. Y., Yee, R. W. Y., & Lo, E. S. C. (2015). Psychological and Social Factors of Fashion Consciousness: An Empirical Study in the Luxury Fashion Market. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-19-03-2015-B008
  32. Luo, J., Ba, S., & Zhang, H. (2012). The effectiveness of online shopping characteristics and well-designed websites on satisfaction. MIS Quarterly: Management Information Systems. https://doi.org/10.2307/41703501
  33. Ma, F., Shi, H., Chen, L., & Luo, Y. (2012). A Theory on Fashion Consumption. Journal of Management and Strategy. https://doi.org/10.5430/jms.v3n4p84
  34. Malhotra, Nunan, D., & Birks, D. F. (2017). Marketing Research an Applied Approach (Fifth Edit). Prentice Hall Inc
  35. Marshall, D. (2017). How Modern Technology has Changed the Fashion Industry
  36. Michaela, E., & Orna, S. L. (2015). Fashion Conscious Consumers, Fast Fashion and the Impact of Social Media on Purchase Intention. Academic Journal of Interdisciplinary Studies. https://doi.org/10.5901/ajis.2015.v4n3s1p173
  37. Mintel International Group Limited. (2010). Men’s Fashion Lifestyles, United States: Mintel International Group Limited. Mintel International Group Limited
  38. Morwitz, V. (2014). Consumers’ purchase intentions and their behavior. Foundations and Trends in Marketing. https://doi.org/10.1561/1700000036
  39. Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., Starr, C., & Richards, L. (2007). The fashion-conscious behaviours of mature female consumers. International Journal of Consumer Studies. https://doi.org/10.1111/j.1470-6431.2006.00497.x
  40. O’Cass, A. (2000). An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing. Journal of Economic Psychology. https://doi.org/10.1016/S0167-4870(00)00018-0
  41. O’Connell, L. (2019). Value of the apparel market worldwide from 2005 to 2020 (in billion U.S. dollars). Statista
  42. Panda, R., & Swar, B. N. (2013). Online Shopping : An Exploratory Study to Identify the Determinants of Shopper Buying Behaviour. International Journal Of Business Insights & Transformation
  43. Pellegrin, B. (2009). Branding the Man: Why Men Are the Next Frontier in Fashion Retail. Allworth Press
  44. Perez, M. E., Castaño, R., & Quintanilla, C. (2010). Constructing identity through the consumption of counterfeit luxury goods. Qualitative Market Research: An International Journal. https://doi.org/10.1108/13522751011053608
  45. Perreau, F. (2014). The 5 stages of Consumer Buying Decision Process. In The consumer factor
  46. Phillips, C. (2003). How do consumers express their identity through the choice of products that they buy ? Management Working Paper Series. https://doi.org/10.3389/fonc.2013.00304
  47. Power, D., & Hauge, A. (2008). No man’s brand - Brands, institutions, and fashion. Growth and Change. https://doi.org/10.1111/j.1468-2257.2007.00408.x
  48. Rahman, S. U., Saleem, S., Akhtar, S., Ali, T., & Khan, M. A. (2014). Consumers’ Adoption of Apparel Fashion: The Role of Innovativeness, Involvement, and Social Values. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v6n3p49
  49. RAJPUT, N., Kesharwani, S., & Khanna, A. (2012). Consumers’ Attitude towards Branded Apparels: Gender Perspective. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v4n2p111
  50. Ricci, C. (2018). How Technology Is Helping The Fashion Industry To Advance
  51. Rolland, M. Le. (2018). Business of Fashion Interview
  52. Rouse, M. (2019). social media influence
  53. Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., De Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, ahead-of-p(ahead-of-print). https://doi.org/10.1108/JPBM-05-2021-3468
  54. Seo, J. I., Hathcote, J. M., & Sweaney, A. L. (2001). Casualwear shopping behaviour of college men in Georgia, USA. Journal of Fashion Marketing and Management. https://doi.org/10.1108/EUM0000000007288
  55. Shamir, S. (2018). How Technology is Changing the Fashion Industry
  56. Shephard, A., Pookulangara, S., Kinley, T. R., & Josiam, B. M. (2016). Media influence, fashion, and shopping: a gender perspective. Journal of Fashion Marketing and Management, 20. https://doi.org/DOI: 10.1108/JFMM-09-2014-0068
  57. Siddique, S., Muhammad, &, Rashidi, Z., Zulfikar, S., & Bhutto, A. (2015). Influence of Social Media on Brand Consciousness: A Study of Apparel in Karachi. Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc
  58. Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research. https://doi.org/10.1086/208924
  59. Sirgy, M. J., & Su, S. (2000). Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model Journal of Travel Research, Vol. 38, May 2000, 340-352. Journal of Travel Research
  60. Solomon, M. R. (2012). Consumer Behavior: Buying, Having, Being. In Consumer behavior
  61. Stromquist, N. P. (2019). World Development Report 2019: The changing nature of work. International Review of Education. https://doi.org/10.1007/s11159-019-09762-9
  62. Summer, T. A., Belleau, B. D., & Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management. https://doi.org/10.1108/13612020610701947
  63. Sun, Yan, Wang, R., Cao, D., & Lee, R. (2021). Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-07-2020-0132
  64. Sun, Yanshu, & Guo, S. (2017). Predicting fashion involvement by media use, social comparison, and lifestyle: An interaction model. International Journal of Communication, 11, 4559–4582
  65. Sutarsih, T., Rozama, N. A., Untari, R., Siswayu, G., & Maharani, K. (2018). Statistik Telekomunikasi Indonesia 2018. In Badan Pusat Statistik
  66. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., & Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159–205. https://doi.org/10.1016/j.csda.2004.03.005
  67. theworkfoundation.com. (2018). Men’s mental health and work
  68. Vazquez, D., Cheung, J., Nguyen, B., Dennis, C., & Kent, A. (2020). Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management, 25(3), 528–547. https://doi.org/10.1108/JFMM-02-2020-0018
  69. Wallop, H. (2014). Gen Z, Gen Y, baby boomers – a guide to the generations. Http://www.Telegraph.Co.Uk/News/Features/11002767/Gen-Z-Gen-Y-Baby-Boomers-a-Guide-to-the-Generations.Html

Last update:

No citation recorded.

Last update:

No citation recorded.