From one outfit to more looks: Identifying the factors influencing consumers’ purchase intention of transformable apparel products
The purpose of this study is expected to fill this research gap; to identify the factors influencing consumers’ purchase intention toward transformable apparel products. A purposive sampling strategy was utilized with an online survey set up in Qualtrics. After data cleaning, a total of 326 usable responses were included in the main data analysis. A structural equation model (SEM) was then conducted to examine the proposed hypotheses. Overall, the relationships between the need for uniqueness, attitude, and environmental apparel knowledge with the intention to purchase transformable garments were confirmed. However, for the particular style of transformable apparel, the influences of need for uniqueness, fashion consciousness, and environmental belief on purchase intention vary.