Effects of collaboration fashion products' characteristics on product attitude and continuous purchase intention

This study examined the structural effects of collaboration marketing characteristics regarding fashion products on product attitude and continuous purchase intention. The survey was conducted from October 26 to November 9, 2023, and targeted women in their 20s to 50s who lived in the Seoul metropolitan area and had purchased collaboration fashion products. A self-administered questionnaire was used. This study used 491 copies for the final analysis. Analysis results revealed that originality, aesthetics, scarcity, fitness, and trendiness were the characteristics of collaboration fashion products. Aesthetics, fitness, trendiness, and scarcity significantly affected product attitude. It was found that when aesthetics, trendiness, uniqueness, and scarcity were perceived higher, continuous purchase intention increased. A partial mediating effect of aesthetics and scarcity on product attitude was observed. The implication of this study is that collaboration marketing among strategies that fashion companies use to deliver product value to their target consumers is a competitive point in product sales.