Vol. 8 No. 5 (2020): Business & Management Studies: An International Journal


Bahar TÜRK
Asisst. Prof. Dr., Ondokuz Mayıs University
Lect. Dr., Bayburt University

Published 2020-12-25


  • Fashion Innovativeness,
  • Self-expression,
  • Shopping Orientation,
  • Fashion Orientation
  • Moda yenilikçiliği,
  • Benliği İfade Etme,
  • Moda Yönelimi,
  • Alışveriş Yönelimi

How to Cite

TÜRK, B., & YILDIZ, T. (2020). EVALUATION OF SELF-EXPRESSION AND FASHION INNOVATIVENESS AS A DRIVING FORCE IN SHOPPING AND FASHION ORIENTATION. Business & Management Studies: An International Journal, 8(5), 4124–4156. https://doi.org/10.15295/bmij.v8i5.1631





Revealing the factors that affect the shopping preferences of young consumers is of great importance in developing marketing strategies (İşçioğlu & Atakan, 2017). Especially with this study, which investigates the premises of both fashion and shopping orientations of young people who have an essential place in the fashion industry, it will be easier to develop better strategies. In this context, the subject of this study is to evaluate the effect of self-expression and fashion innovativeness on fashion and shopping orıentation.                                


The research aims to determine the variables of fashion innovativeness and self-expression; understanding the behavioural patterns of consumers, who are the main actors of the fashion industry, by determining their effects on the shopping orientation and the fashion orientation. Determining the factors that affect consumers' preferences when shopping for fashion products is vital in terms of developing marketing strategies. Also, in terms of fashion marketing, it helps individuals to define their behaviours, companies reach their target audiences and develop appropriate marketing strategies.  


For companies operating in the fashion industry to influence or better understand consumers' orientations, it is crucial to investigate the premises that affect this orientation. Also, the increase in expenditures varies depending on the determination of the shopping orientation of the consumers.  A detailed discussion of shopping orientations and even determining the variables that affect this orientation will guide companies in determining the right strategies. The effect of fashion innovation and self-expression on fashion and shopping orientation was investigated in the study. In this way, the identity and innovative structure of the individual were also taken into consideration while addressing both the shopping and fashion orientation of the individual.




         This quantitative study examined the effect of self-expression and fashıon ınnovativeness on fashion and shopping orientation.                                                                        


          While there are many studies on shopping and fashion orientation, the number of studies that consider fashion innovativeness and the impact of self-expression together is limited. In this way, the identity and innovative structure of the individual were also taken into consideration while addressing both the shopping and fashion orientation of the individual.


         The survey was carried out on the campus of Ondokuz Mayıs University Kurupelit Campus between 03.11.2019 and 03.12.2019.     





         SPSS (22) and AMOS (22) package programs were used to test the collected data and research model. Confirmatory and Explanatory Factor Analysis was performed, and Structural Equation Modeling was used to test the model as a whole.

  • RESEARCH MODEL        



         H1: Fashion innovativeness has a significant effect on fashion orientation.

         H3: Fashion innovativeness has a significant effect on shopping orientation.

         H2: Self-expression has a significant effect on fashion orientation

         H4: Self-expression has a significant effect on shopping orientation.                                                     




Of the 346 students participating in the study, 211 were women (61%), 135 were men (39%), 258 were 18-23 (74.6%), 67 were 24-29 (19.4%) and 21 between the ages of 30-35 (6.1%), 203 of 1000₺ and below (58.7%), 80 of 1001-2000₺ (32.7%) and 63 of 2001₺ and above it has been determined that there is an income.

According to the conducted reliability analysis, Cronbach's Alpha values are acceptable.

As a result of the Explanatory Factor Analysis performed, some of the expressions of the scales and traditionalism and practicality, which are sub-dimensions of the shopping orientation variable, were eliminated because the factor loadings were not statistically significant.

After the explanatory factor analysis, confirmatory factor analysis was performed to test the accuracy of the structures. In the explanatory factor analysis, the following dimension for two statements was eliminated because it could not be confirmed. Confirmatory factor analysis was validated by testing separately for each variable and all variables together.

Findings show that the composite reliability value (CR) is 0.70 and the average explained variance value (AVE) is above the critical value of 0.50.

According to Fit Values Regarding the Structural Model, the (X2) / df ratio is 2.282 below the reference value. RMSEA, TLI, CFI, GFI and AGFI values are at an acceptable level of fit. The results show that the research model is meaningful as a whole.


         According to the analysis result, H1, H2 H3 and H4 hypotheses are supported.            



         In this study, similar results were obtained with the studies in the literature. In the studies in the literature, it has been observed that fashion innovativeness and self-expression affect fashion and shopping orientation (Jordaan and Simpson, 2006; Yu, 2006; Cho ve Workman, 2011; Jan and Abdullah, 2015).



  • Fashion innovativeness has a significant effect on fashion orientation
  • Fashion innovativeness has a significant effect on shopping orientation.
  • Self-expression has a significant effect on fashion orientation.
  • Self-expression has a significant effect on shopping orientation.    


  • Fashion innovativeness has a significant effect on people's fashion orientation. In this sense, the ability of fashion businesses to survive in markets with intense competition, to increase their productivity and profits, and to grow in the current market depends on their understanding of fashion consumers well.
  • Fashion innovativeness has a significant effect on shopping orientation. Therefore, giving importance to fashion innovation is vital in terms of increasing the shopping activities of individuals and thus contributing to economic dynamism.
  • Self-expression has a significant effect on fashion orientation. At this point, companies should be in constant communication with their customers and follow their requests. Fashion retailers should focus on designing clothing customized to the preferences of these consumers.
  • Self-expression has a significant effect on shopping orientation. For these individuals, who are mostly egocentric with the concern of revealing themself, it is thought that using loyalty cards that they can benefit from fashion opportunities and offering campaigns that will make them feel advantageous will be beneficial.
  • In future studies, the research model can be tested on a specific product group. Different age ranges can be determined, and the differences in tendencies between them can be interpreted. The model can be re-evaluated from a different perspective, focusing on online shopping.                           



In studies on the consumption habits of university students and young people, it is seen that the variables of self, fashion, shopping and innovativeness have essential effects. The results obtained are valid for this sample and cannot be generalized to other cities.


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