In chapter 3, research design and methods are described. Section one proposes the conceptual framework of this study and research hypotheses. Follows operational variables with items used in questionnaire survey. The ensuing part is questionnaire design, sampling, and questionnaires gathering.
3.1 Conceptual Framework and Hypotheses 3.1.1 Conceptual Framework
The conceptual framework of this study presented in figure 3-1 derives from inference of previous chapters. Every cell stands for a construct and factor(s) of the
construct. Arrow headed line represents casual relation between two constructs. Every line with a sign denoted beside it represents a hypothesis statement of this study.
Figure 3-1 Conceptual Framework of this Study
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3.1.2 Hypotheses
Hypotheses of this study are derived from literature review in chapter 2. Based on presumed relationship in the conceptual framework, hypotheses of this research are listed as followed.
H1a. Fashion fanship will have a significant positive relation of Low levels of brand loyalty.
H1b. Fashion fanship will have a significant negative relation of High levels of brand loyalty.
H2a. Generation Y will have a significant positive result of Fashion fanship.
H2b. Generation Y will have a significant positive result of Low levels of brand loyalty.
H2c. Generation Y will have a significant negative result of High levels of brand loyalty.
H3a. Open Generation will have a significant positive result of Fashion fanship.
H3b. Open Generation will have a significant positive result of High levels of brand loyalty.
H3c. Open Generation will have a significant negative result of Low levels of brand loyalty.
H4a. Elder Generation will have a significant negative result of Fashion fanship.
H4b. Elder Generation will have a significant positive result of High levels of brand loyalty.
H4c. Elder Generation will have a significant negative result of Low levels of brand loyalty.
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3.2 Definitions of Research Variables and Questionnaire Creation
All variables are converted into items used in questionnaire survey. Following sections illustrate the variable definitions with related literature in specific construct. The questionnaire incorporated tree sections: the first one personal information such as age, month income and purchase spending; the second one considered respondent thoughts about fashion interest;
and third one personal identification of brand loyalty.
3.2.1 Fashion Fanship
Fashion consciousness can be researched by Fashion involvement that is similar to refers to the extent to which an individual is caught up in a number of fashion marketing concepts, including awareness, knowledge, interest and reactions. The Fashion involvement index and the Fashion involvement factor, developed by Tigert, Ring and King (1976) was used to measure consumers’ traditional attitude toward fashion trends. Five dimensions were included in the index as follows: fashion innovativeness and time of purchase, fashion interpersonal communication, fashion interest, fashion knowledge ability, fashion
awareness and reaction to changing fashion trends. The Fashion involvement index is composed of one 3-point question to measure each of the first four dimensions described above, along with a 5-point scale to measure the fifth dimension described above. Thus, scores on this overall measure can range from 5 to 17. And also will be used The Fashion Involvement Factor that measures aspects of the above five dimensions, all items are positively worded.
The Fashion Involvement Factor is composed of five 6-point Likert-type items (strongly agree to strongly disagree) that are summed to form an overall score for that can range from 6 to 30. The total score of FII and FIF Taiwanese women will be selected by four follows categories, depend of interest rate in Fashion trend: fashion fanatic, strong interest in fashion, weak interest in fashion and nonchalance for fashion.
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3.2.2 Brand Loyalty
Following Oliver’s model there are four stage of Brand loyalty: Non-consumer, Affective loyalty, Cognitive loyalty, Action loyalty. The main issue that Taiwanese women will be not asked about actual brand names. It is the fact that fashion trends for different age groups of consumer are represented by different brand and couldn’t analyze in same category. Brand loyalty is composed of measurement items are formed after reviewing related literature and presented form of the one 4-point question to measure numbers of brands purchases and six items of five-point Likert scale ranging from ―strongly disagree‖
to ―strongly agree‖. There is a reversed item contained in the measurement scale and also items are listed in Table 3-1 with related literature.
Table 3-1 Measurement Items of Brand Loyalty I consider myself to be loyal to one (two) fashion brand(s) of clothing
Judith and Richard (2002)
I am willing to pay a higher price for clothing of favorite fashion brand
Bakewell, (2006)
I prefer to buy high fashion clothing from one brand Quester and Lim (2003) Hellier et al. (2003)
I can very easy switch to another fashion brand McDougall and Levesque (2000) Caruana (2002)
As much fashion brands I have as better Bakewell, (2006) When I choose brand of clothing I follow the trend Wood, L.M. (2004)
3.2.3 Demographic Variables
The demographic variables are presented the selection Taiwanese women by tree cohorts: Generation Y that represent female from 18 to 25 years old, Open Generation that represent female from 26 to 40 years old, and Elder Generation that represent all female whom age are more than 40 years old. Other general question will include information
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about personal disposable income each month, nowadays experience of purchased clothing of the high fashion brand and the average expense on purchased clothing of high fashion brand.
3.3 Questionnaire Survey and Sampling Plan
The random survey of Taiwanese female from Hsinchu and Taizhon areas during period from January 21st to February 26th in 2010. The questionnaire was designed and conducted completely through face-to-face interviewing method of collecting information.
All women were older than 18 years on the assumption that they had some income and could choose without parental interference. The samples constituted just one gender – female. The year of birth of all female was asked as a first condition of participation in the sample. Respondents were not required to provide proof or evidence related to their answers.
3.4 Data Analysis Procedures
Was collected 186 pieces of questionnaires and 180 of them was effective samples by 60 samples in each age cohort. The response rate of the survey is 96.77%. The
effectiveness of samples was based on two parameters. First one is complete answer for all questions and second one is carefully following answer in third part of questionnaire Brand loyalty. This part include opposite question for checking truly of answer.
For analysis of samples result was choose simplifying model, Two-Tail Tests, ANOVA, Correlation Analysis of comparison. All questionnaires are interpretation of respondents understand of their brand loyalty and fashion interest.
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