Factors influencing youths fashion leadership behavior of fashion retailing stores in Jordan

Abstract: Since consumer’s needs, wants, and preferences establish a cornerstone for developing new products, this research aims to determine the effect of hedonic shopping motivations of Jordanian youth’s fashion leadership behavior through a social psychology approach. Based on the diffusion and human motivations theories, six hedonic shopping motivations have been examined: (1) value shopping motivations; (2) gratification shopping motivations; (3) idea shopping motivations; (4) adventure shopping motivations; (5) social shopping motivations; and (6) role shopping motivations. A self-administered questionnaire has been developed to collect data from the research sample comprising 500 students from four private universities in Amman. Results showed that fashion leadership behavior is significantly related only to four hedonic shopping motivations: value shopping motivations, idea shopping motivations, social shopping motivations; and role shopping motivations, whereas gratification and adventure shopping motivations were found to not have a significant impact on leadership behavior. Research recommendations and future research were also discussed.

How to cite this paper

 Al-Obaidi, L., Bataineh, A., Aljabaly, S & Salhab, H. (2020). Factors influencing youths fashion leadership behavior of fashion retailing stores in Jordan.Management Science Letters , 10(16), 3833-3842.

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