Predicting consumer attitude and patronage intention toward fast fashion retailers: an illustration from U.S. college students

Abstract

The purpose of this study was to examine a variety of antecedents influencing consumers' positive attitude and patronage intention in the context of fast fashion retailing. An online survey was used to collect the data. A total of 154 usable responses collected from a purposive sample of U.S. college students were used for data analysis. Hierarchical regression and simple linear regression were used to examine the interrelationships among antecedents, consumer attitude, and consumer patronage intention. Findings revealed that: (a) fashion leadership and price consciousness positively influenced consumer attitude toward fast fashion retailers; (b) perceived price and emotional values obtained from fast fashion items positively influenced consumer attitude in the hierarchical regression model; and (c) consumer attitude partially mediated the relationship between antecedents of consumer attitude and consumer patronage intention. The findings showed how important price value and emotional value are when fast fashion retailers cater to college student customers.