본 연구는 조기퇴직요인과 관련한 선행연구들에 대한 전체적 검토를 통해 일반시중은행 및 투자금융 등 대형 금융기관에 근무하는 정규직 근로자들을 대상으로 조기퇴직의 결정요인을 특히 전직요인과의 적극적인 비교를 통해 실증적으로 분석하였다. 본 연구는 자발적 이직행위를 중심으로 근로자입장에서 이들 개인의 조기퇴직과 전직 결정요인을 비 교․분석하는데 초점을 맞추었다. 따라서 본 연구의 기본목적은 전직과 조기퇴직이 명확히 구분되는 서 로 다른 형태의 조직이탈행위라는 것을 실증적으로 검증하고, 전직과 조기퇴직 결정에 공통적으로 영향 을 미치는 요인들과 독자적으로 영향을 미치는 요인들을 탐색적 차원에서 파악하려는 것이다. 분석결과 를 바탕으로 대형 금융기관의 정규직들의 조기퇴직에 대한 의도뿐만 아니라 전직의도에 미치는 결정요인에 근거한 조직 관리를 위한 시사점과 연구의 한계점을 제시하였다.

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers’ characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers’ feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

Our research focused on the development of a conceptual model of the turnover intention of part-time sales associates working in apparel retailing to enhance understanding of the issue and thus, provide information to apparel retailers to curtail the loss of human resources. The model consists of input variables and outcomes. Input variables were personal characteristics, work engagement, and work effort. Outcome variables were job performance, job satisfaction, burnout, and employee turnover. A convenience sample of 294 part-time workers completed an online questionnaire. Structural equation modeling was used to test hypotheses regarding antecedents to turnover intention. This study revealed that self-efficacy and work competencies indirectly influenced intention to turnover because they influenced work engagement, which in turn positively affected work effort. Work effort and work engagement directly influenced job performance, which in turn impacted job satisfaction. The data also indicated a negative relationship between job satisfaction and burnout. Burnout had a direct influence on turnover intention. As a research limitation, our data came from a purposive sample. A random sample of part-time associates is needed to generalize findings. This study provides numerous implications for future research with regard to additional variables impacting work effort, work engagement, job satisfaction, and turnover intention.

We have examined the antecedents of luxury consumption by conducting a thorough review of literature. Valid scale items for measuring psychological, personal, social, cultural antecedents of luxury consumption in India are proposed. Using Factor Analysis on a sample of 550 responses of the scale items, we have developed a valid questionnaire for Indian luxury consumers. The proposed questionnaire is relevant in context of the proposed model and luxury consumption in India. The proposed questionnaire achieves parsimony in terms of reducing the cardinality of the set of items from 141 to 55.

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are ‘normatively less susceptible’ and ‘value conscious’. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.

The purpose of this study is to identify the antecedents of consumers' decision postponement on purchasing fast fashion brands. Ongoing search behavior, overchoice confusion, and similarity confusion were considered as antecedents. It was hypothesized that ongoing search behavior influences decision postponement both directly and indirectly through overchoice confusion and similarity confusion. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, which were exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. Factor analysis proved that ongoing search behavior, overchoice confusion, similarity confusion, and decision postponement were uni-dimensions. Tests of the hypothesized path proved that ongoing search behavior influences decision postponement indirectly through overchoice confusion. In addition, similarity confusion influences decision postponement. The results suggest some confusion reduction strategies for marketers of fast fashion brands. Suggestions for future study are also discussed.

This study is to explain and identify the impacts of product-related factors such as productassortment, product quality, store-related factors such as store promotion, store services, and consumerrelated factors such as customer satisfaction, trust, commitment on repurchase intention by differencesof retailing format and consumer’s demographics characteristics. A survey study was conducted to col-lect the data with the actual purchasers at some kind of retailing stores. A regression analysis was per-formed to test the research hypothesis. The results of the study show as follows: it was found that allantecedents of repurchase intention such as product assortment, product quality, store promotion, storeservices, customer satisfaction, trust, commitment on repurchase intention by differences of retailing for-mat and consumer’s demographics characteristics. But there are differences of antecedents coefficientsto repurchase intention. Therefore, marketers of distribution stores that selling agricultural productshave to enhance customer’s repurchase intention in a manner tailored to type of retailing format andcustomer's demographic characteristic factors.

This paper examines, from the perspective of the structure-conduct-performance (S-C-P) paradigm, the structural factors that determine R&D concentration in industries. The results are as follows. First, an industry’s R&D concentration is directly related to its market concentration, R&D intensity, capital intensity, and technological opportunities. In contrast, the higher an industry’s performance, the more likely the diffusion of R&D investment is for firms belonging to that industry. Second, an industry’s R&D concentration has a positive effect on its market concentration but a negative effect on its performance, suggesting that governments should adopt R&D policies that would induce more firms to invest in R&D instead of focusing only on a few firms to enhance industry performance.

This research is aimed at finding the economic antecedents of comparatively low level of customer orientation of the firms in the BRIC countries. To generate propositions regarding antecedents, the market environment and conditions for doing business, and management practices and entrepreneurial activity in BRICs are compared based on the cross country studies by the World Economic Forum, the World Bank and the Global entrepreneurship monitor consortium. Also the conclusions regarding the consumer products markets and firm market strategies in emerging countries are generated on the basis of academic literature review in comparative strategic management and expert views on management in emerging countries. The outcome of the research is a group of propositions on the economic determinants of gaps in the level of customer orientation between the developed and the emerging markets. Three potential causes of the comparatively low customer orientation related to the management practices of firms can be hypothesized. First, the level of business management sophistication in the BRIC countries is assessed to be lower compared to the developed countries. Second, the state capitalism, the dominant economic paradigm of the BRIC countries is not conducive to fostering the quality of business management. Third, local entrepreneurs enter the markets being necessity-driven and have relatively low capabilities and are less skilled in the application of the modern management practices. The development of markets in the BRIC countries also could be informative for explaining the relatively low average level of customer orientation of the emerging market companies, and one can infer three potential causes. First, the consumer markets in the BRICs are growing with a fast pace, so suppliers are more powerful than consumers. Second, the intensity of competition at the BRIC markets is comparatively low. Third, the emerging markets today are represented by the less demanding consumers, and on such markets mass marketing might be a winning strategy. Further study could potentially allow us to improve and test empirically the above formulated propositions regarding the sources of gaps in the level of customer orientation between the companies of the developed and emerging markets.

The importance of frontline employees (FLEs) for the success of organizations is recognized by researches and practitioners alike. However, their importance for the innovativeness of companies resulting from their boundary spanning role is often underestimated and has received little attention in prior research. The present paper identifies individual and firm-level factors that explain variations in idea collecting behaviors of FLEs. To test the hypotheses, data was collected from 31 different managers from the automotive, construction, IT, machinery, and chemicals sectors. In addition, a total of corresponding 237 FLEs were surveyed and matched to the firm-level data. Results of our study show that FLEs’ idea gathering is positively influenced by job satisfaction, desire for upward mobility, and lack of resources. Role ambiguity between FLEs and the employer decreases FLEs intention to gather ideas. Dissemination behavior is enforced by inter-sender role conflicts and reduced by role conflicts resulting from a lack of resources. Both dimensions of idea generation depend on the presence of a strong internal network. On a firm-level, learning orientation and providing feedback to FLEs are found to strengthen the interrelationship between idea gathering and dissemination. Based on these findings, implications for management and research are derived.

Perceived risk associated with online shopping has a critical effect on consumer decision making. Cultural values provide a good theoretical basis for understanding perceived risk. Given the rapid globalization of online shopping, an understanding of the mechanism of perceived online shopping risk and consumer repurchase intention in different cultures is crucial. The research question furnishing the main impetus for this study is: What are the different effects of various determinants of perceived risk in the context of online clothing shopping. We will study this question through the lens of Chinese and French cultural differences. A total of 195 and 221 questionnaires used for the analysis were collected from Chinese and French respondents respectively. Structural equation models with the maximum likelihood estimation method were employed to test all the hypothesized relationships. The research produced the following findings. Privacy concerns, security protection, and website retailer reputation have different effects (too large) on consumer perception of non-personal risk and personal risk as a result of cultural differences. Additionally, for both the Chinese and French samples, non-personal perceived risk significantly effects intention to repurchase. We found personal perceived risk has a significant effect only on Chinese consumer intention to repurchase.

With much of the literature on business-to-business (B2B) from Eastern countries largely focused on the Chinese Guanxi and its role in developing and maintaining B2B, the expansion of B2B literature to other parts of the world has been limited. One important area of massive economic growth and influence is the Gulf region. Studies on B2B within the Gulf region are scarce. Thus this paper builds up on recent exploratory studies on Et-Moone relationships. The paper examines the antecedents (interpersonal liking, trust and commitment) and consequence (cooperation) of Et-Moone relationships. Survey data were collected from over 180 senior managers in Saudi Arabia. The findings confirm the importance of Et-Moone in B2B relationships and its impact on cooperation. Implications for managers are discussed, and a guide for future research is provided.

Subjective knowledge (SK thereafter) is defined as what consumers think they know, or their perceived level of knowledge (Brucks, 1985). SK influences what consumers search for, the effort that they put into searching, and the purchasing decision and choice of brands they finally make (Hadar, Sood, & Fox, 2013; Moorman, Diehl, Brinberg, & Kidwell, 2004). The existing literature on consumer knowledge development mainly argues that SK development is associated with consumers’ product related experience, such as product ownership and experience from usage (Alba & Hutchinson, 2000; Park, Mothersbaugh, & Feick, 1994). This study contributes to the literature as follows. We consider a broad market segmentation where the market consists of product owners and non-owners, The literature suggests that these two groups of consumers should have different levels of perceived knowledge due to their different product-specific experience (Park et al., 1994). Our research specifically contends that it is important to distinguish, within the group of non-owners, between those who intend to buy and those who do not intend to buy the product. Thus, this study examines how previous ownership and intention to buy, which is the goal motivation, influence the SK levels of consumers, which in turn impacts on consumers’ heterogeneous preferences for different attributes within a product category. It is contended that the motivation to learn about a product category of non-car owners who have strong intentions to buy influences what this group learns compared to those non-owners who do not intend to buy. More specifically, the research proposes to uncover how learning influences how different groups of consumers perceive their subjective knowledge and how this relationship in turn shapes their preferences, especially when we compare owners and non-owners who have strong intentions of buying a product. Therefore, we develop following research hypotheses: H1: The SK level is positively associated with the product ownership experience. H2: The SK level is positively associated with purchase intention. H3: The relationship between purchase intention and SK level is moderated by the ownership of the product. H4: Preference heterogeneity for different types of brand attributes of the product between owners and non-owners is moderated by the SK level. The empirical context that illustrates the importance of this research is the Chinese car market where the majority of consumers are first time buyers. Our research shows that the SK level is positively associated with both car ownership and purchase intention. Furthermore, the segmentation analysis finds that purchase intention has a significant effect only on non-car owners’ SK level, while the effect on car owners’ SK level is insignificant. An interesting finding is that SK development, in turn, influences consumer’s preferences for different types of brand attributes of a product. We demonstrate the role of SK in forming consumer preference heterogeneity by comparing preferences for a tangible and a non-tangible brand attribute respectively across different consumer segments. We further show how this preference heterogeneity across two consumer segments (car owners versus non-car owners) depends on their SK level. The results of this study can be generalized beyond the specific context of the empirical study of the Chinese car market when marketers are considering new products launch or launching products where the majority of consumers may be unfamiliar with the product.

This study investigates the role of knowledge sharing in the development of relationship capabilities, focusing on the interaction between exporting organizations and their foreign partners. Knowledge sharing can be defined as the activities of how to assist communities of people work together, facilitating the exchange of their knowledge, enhancing organizational learning capacity, and increasing their ability to attain individual and organizational goals. Knowledge sharing facilitates the development of innovative ideas, creates new business opportunities through the learning process of knowledge workers, and increases the ability of employees to achieve individual and organizational objectives. The exchange of information and knowledge is crucially important in an export marketing context, as a result of the increasing complexity and volatility of the international business environment and the information asymmetry between exporters and their foreign distributors. Knowledge sharing between the two parties enables exporters to gain a better understanding of local market conditions and develop appropriate products that fit the needs and preferences of end-user customers. In an effort to fill an important gap in the export marketing literature, the present study develops and empirically tests a conceptual model of the organizational factors that stimulate the adoption of an export knowledge sharing behavior, the relationship between export knowledge sharing behavior and export relationship capabilities, and the resulting positive outcomes for exporting organizations. The study develops seven research hypotheses, which are then tested using data collected from a sample of Greek direct exporters by means of an online survey. The key informant in this study is the head of exporting activities (hereafter referred to as export executive). The study employs available guidelines in the literature regarding the collection of high quality data from key informants, questionnaire design, and measure development and validation. The data analysis procedure involves the assessment of the psychometric properties of the measurement scales and the estimation of a structural equation model. Study findings provide support for all seven research hypotheses. More specifically, results indicate that the prevalence of an organizational culture that supports knowledge sharing is an important factor that enhances the adoption of export knowledge sharing behavior by export executives. Similarly, export executives’ attitudes towards knowledge sharing have a positive effect on their knowledge sharing behavior. Organizational culture and export knowledge sharing behavior have a positive influence on an exporting organization’s relationship capabilities. In turn, export relationship capabilities have a significant positive effect on export product advantage and export market performance. Finally, a strong positive relationship is evident between export product advantage and export market performance.

Online shopping is significantly increasing worldwide and is showing a continuous potential in terms of growth, security, price and shopping convenience. It was noticed that 65% of online shoppers browse for products online every day and this activity has become customer’s part of their everyday life, which is an advantage for second hand online retailers (Wares, 2012). The trend emerging for purchasing second hand goods from online retailers has also shown an increase recently (Sharman, 2012). Second hand online shopping is one of the industries that everlastingly remain unaffected even if it undergoes any economic circumstances (Heller, 2011). USA and UK are the leading countries of second hand online shopping with most sales being incurred from early years. Considering the newly advanced BRIC countries, both China and Brazil are famous for second hand online shopping and are expecting to undergo a constant increase in the near future. Russia and India had a very slow growth of second hand online shopping from the year 2004 and remained slow, but increased during recession and will incure higher sales by early 2014 (Rueter, 2013). Thus, the question arises - what makes second hand goods sold online from unknown online retailers valuable? The answer might be found in the notion of perceived value that has become an important construct within the e-business framework because of such an easy access to online retailers. If customers perceive the value of second hand goods sold by the unknown online seller as high, they are more likely to enter into the transaction with that retailer. The company’s reputation also plays an important role here as it represents an asset to the owner and customers would trust the seller because of that asset (Kirmani and Rao, 2000). This asset turns out to be even more important when it becomes hard to evaluate the seller in cases of purchasing services or when shopping online. This study examines effects of antecedents on perceived value of second-hand goods sold online. Specifically, the study uses the data from an online survey collected across various countries. The data suggests significant effects of antecedents on perceived value of goods sold by second-hand online retailers.

The purpose of this study is to identify the antecedents and consequence of role-relaxed consumption. Consumption-related variables were considered as antecedents, and fashion-related variable was considered as a consequence. Hedonic consumption, impulse buying, value consciousness, and brand sensitivity were included as consumption-related variables and fashion consciousness was included as a fashion-related variable. It was hypothesized that hedonic consumption, impulse buying, value consciousness, and brand sensitivity influence rolerelaxed consumption and then influence fashion consciousness. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. While hedonic consumption, impulse buying, value consciousness, and brand sensitivity were uni-dimensions, role-relaxed consumption and fashion consciousness were multi-dimensions. Factor analysis of role-relaxed consumption revealed two dimensions, 'self-centered decision making' factor and 'importance of intrinsic value' factor. In addition, factor analysis of fashion conscious revealed three dimensions, 'individualism' factor, 'dressing style' factor, and 'appearance' factor. Tests of the hypothesized path show that impulse buying and brand sensitivity negatively influence 'self-centered decision making' and that hedonic consumption and value consciousness negatively influence 'importance of intrinsic value'. While 'self-centered decision making'negatively influence 'dressing style' and 'appearance, 'importance of intrinsic value' negatively influences all factors of fashion consciousness. The implications of these findings and suggestions for future study are also discussed.

본 연구에서는 요즘 사회적인 이슈로 많이 대두되고 있는 서비스 종업원들의 감정 노동에 관하여 살펴보고자 한다.먼저 감정노동의 하부차원인 표면행위(surfaceacting)와 내면행위(deepacting)를 결정하는 요인으로 직무과부하(workoverload)를 제시하여 이들간의 유의적 관계가 있는가에 대해 파악하였다.또 서비스 종업원이 경험한 감정노동이 종업원의 감정적,인지적 반응에 어떤 영향을 미치는가를 이해하기 위해서 감정적 고갈(emotionalexhaustion)을 매개변수로 제시해,종업원들의 직무만족(jobsatisfaction)이나 조직몰입(organizationalcommitment)에 결과적으로 어떤 영향을 미치는가에 대해 가설을 제시하여 검증하였다.특히 종업원의 감정노동(emotionallabor)과 감정적 고갈(emotionalexhaustion)간의 관계를 조절하는 조절변수로 서비스 종업원들이 인식하는 직무 불안정성(jobinsecurity)을 제시하여,이 변수의 변화에 따라 감정노동과 감정적 고갈간의 관계가 어떻게 변화하는가에 대해 검증하였다.본 연구를 위해 국내에 소재한 은행에 종사하는 서비스 종업원들로부터 설문조사를 실시하여 자료를 수집하였다.분석결과 직무 과부하는 서비스 종업원의 표면행위를 증가시키는 동시에 내면행위는 감소시키는 것으로 나타났다.다음으로 감정노동과 서비스 종업원의 감정적 고갈간의 관계를 보면,표면행위는 감정노동을 증가시키지만,내면행위는 감정노동을 감소시키는 것으로 나타났다.서비스 종업원이 지각하는 직무 불안정성은 종업원이 표면행위가 감정적 고갈에 미치는 효과를 더욱 강화시키며,내면행위가 감정적 고갈에 미치는 효과는 약화시키는 것으로 나타났다.마지막으로 서비스 종업원의 감정적 고갈은 직원들의 직무만족과 조직몰입에 부정적인 영향을 미치는 것으로 나타났다.본 연구에서는 서비스 종업원이 경험하는 감정노동의 영향요인과 결과 변수들간의 관계를 바탕으로 감정노동의 부정적 효과를 감소시킬 수 있는 학문적 시사점과 실무적 시사점을 도출하였다.

본 연구에서는 성과주의 평가보상제도인 목표관리제와 연봉제의 도입 및 실행과정에서 나타나는 디커플링 현상에 대해 이론적으로 고찰한 후 그 선행변수와 결과변수에 대하여 연구가설을 설정하고 실증적으로 검증하였다.디커플링 현상이란 도입취지와 실행 간에 나타나는 분리(decoupling)현상으로 보고 성과주의 평가보상제도에서 나타나는 세 가지의 디커플링 현상을 연구대상으로 하였다.첫째,목표관리제의 도입취지 및 정책과 실행의 디커플링,연봉제의 도입취지 및 정책과 실행의 디커플링,셋째,목표관리제와 연봉제 사이의 연계의 디커플링이다.이론적 검토를 통하여 디커플링 현상의 선행변수로,최고경영자의 지원,조직의 구조적 관성,제도적 동형화 요인을 도출하였으며 결과변수는 재무적,비재무적 성과로 나누어 조사하였다.실증연구 결과는 다음과 같다.최고경영자의 인식과 구조적 관성 변수는 목표관리제의 디커플링,목표관리제와 연봉제 간의 디커플링 정도를 낮추는 것으로 나타났으며,제도적 동형화 요인은 목표관리제의 디커플링 정도,연봉제의 디커플링 정도,목표관리제와 연봉제 간의 디커플링 정도를 모두 낮추는 효과를 가짐을 알 수 있다.또한 목표관리제의 디커플링 정도가 낮을수록 재무적,비재무적 성과가 높아지고,연봉제의 디커플링 정도와 목표관리제-연봉제 간의 디커플링 정도는 비재무적 성과와 정(+)의 유의한 관계에 있는 것으로 나타났다.이상의 결과를 바탕으로 연구의 시사점,한계점 및 향후 연구과제에 대하여 제시하였다.

기업의 탐험활동과 성과에 대한 이론적⋅실증적 연구는 활발히 진행되는 반면, 선행요인에 대한 연구는 아직까지 제한적이다. 본 연구는 기업 탐험활동의 선행요인을 규명하기 위해 기업 내부적 요인(여유자원, 소유구조, TMT 다양성)에 초점을 맞추어 탐구한다. 1998년부터 2012년 까지 우리나라 제조업 산업 내 기업들을 대상으로 여유자원, 소유구조, TMT 다양성이 기업 탐험활동에 미치는 영향을 살펴보았다. 탐험적 혁신 활동은 미국특허청(USPTO)에 15년간의 특허 인용 데이터를 이용하여 측정하였다. 소유구조의 경우 한국의 특수성을 감안하여 소유경영자와 외부 소액주주간의 대리인 이론으로 접근하였다. 또한 TMT 다양성의 경우 가시성과 직무관련성의 차원으로 나누어 연령다양성과 교육 배경 다양성으로 구분하였다. 다중회귀분석 결과, 여유자원은 기업의 탐험활동과 정(+)의 관계가 있는 것으로 나타났지만 소유구조의 측정 변수인 최대주주 지분율과 탐험활동 간의 가설은 지지되지 않았다. TMT의 다양성 또한 탐험활동과 상관관계를 갖지 않는 것으로 나와 기각되었다. 마지막으로 이러한 분석결과를 토대로 본 연구의 기여⋅한계와 시사점을 도출한다.

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.