| This study examined innovators and non-innovators in Taiwan. The study uses diffusion of innovations theory as theoretical framework, considering purchasing fashion items online as an innovation. Fashion innovators are a vital consumer group not only because their early purchase brings positive cash flow but also because their word-of-mouth legitimizations of new fashions.;This study compared fashion innovators and non-innovators' demographic characteristics, psychographic characteristics, media usage, online shopping behavior, and perceptions toward shopping fashion items online. The data used in this study were gathered by surveying undergraduate students in Taipei, Taiwan, and 318 questionnaires were used in statistical analysis.;The results indicated that psychographic characteristics may be better indicators than demographic characteristics to identify fashion innovators. Fashion innovators perceived themselves as more delicate, dominating, indulgent, contemporary, youthful, liberal, complex, colorful, and vain. Moreover, their buying impulsiveness was higher than that of non-innovators. Fashion innovators use online and offline media as well as personal communication more frequently to gather fashion information. They purchase online more frequently than non-innovators, and they perceive shopping for fashion items online as more advantageous, easier to use, easier to try and more observable. The differences between fashion innovators and non-innovators have important implications for both academic and fashion industry. |
