Abstract
The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs depending on consumers’ levels of fashion innovativeness and fashion leadership. Since the divergence of consumers’ desires and expectations, and increasing competition among businesses, are driving manufacturers and marketers to produce new products that can appeal to consumers, it is expected that results of this study will contribute to this field.
Keywords
visual product aesthetics, fashion innovativeness, fashion leadership.
Chinese Abstract
消费者基于时尚创新和时尚领导力水平对视觉产品美学的感知：梅尔辛的研究
本文旨在确认消费者对视觉产品美学的感知是否因其时尚创新和时尚领导地位的不同而有所不同。本研究在梅尔辛地区五个县内对20-64岁的消费者展开，共收集计420个消费者样本，其中213名男性和207名女性。数据由调查取得，并加以电脑分析，使用了描述性统计量、因素分析、聚类分析、卡方分析及t检验。结果显示，消费者对于视觉产品美学的感知包括三个维度，且因消费者的时尚创新和时尚领导的程度不同而有所差异。由于消费者愿望和期望存在分歧，加以日趋激烈的商业竞争，制造商和营销人员需要制造更多的新产品以吸引消费者。本文的结果预计将对此领域作出贡献。
视觉产品美学，时尚创新，时尚领导力
DOI
10.5038/2640-6489.5.1.1119
Recommended Citation
Cakici, A., & Tekeli, S. (2020). Consumers’ perceptions of visual product aesthetics based on fashion innovativeness and fashion leadership levels: A research study in Mersin. Journal of Global Business Insights, 5(1), 73-86. https://www.doi.org/10.5038/2640-6489.5.1.1119
Creative Commons License
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