Face Validity

Face validity is an analysis of the scale items within each factor and whether or not at face value and according to relevant literature they make sense conceptually (Hair et al. 2010). This includes analysis of the scale item loadings, as the higher the loading the stronger its conceptual relevance to the factor (Tabachnick and Fidell, 2007). The following sub-sections analyse the face validity of each of the factorised and modified factors in the context of the reviewed literature, including an analysis of the strength of each scale item loading value of the Confirmatory Factor Analysis, as displayed in Figure 6.52.

6.6.9.1 Gratification

The face validity of the gratification factor is determined by the conceptually linked loading scale items to the gratification motivation of plus size fashion online shopping, as displayed in Figure 6.55.

Figure 6.55 Gratification Factor Loadings

The first and highest loading gratification scale item, loading at .802, is ‘because it is retail therapy’. Retail therapy is a therapeutic activity (Woodruffe, 1997; Jamal et al.

2006) that provides consumers with shopping gratification (Parsons, 2002) and hence, has face validity within the gratification factor.

The second highest loading scale item, loading at .796, is ‘because it makes me feel special’. Shopping enjoyment through feeling special provides shopping gratification by satisfying a need to ‘feel good’ (Gill, 2007), for fashion in particular, helping consumers feel better about themselves and their bodies (Tselepis and De Klerk, 2004). The third highest loading scale item, loading at .776, is ‘because it is fun’.

Shopping enjoyment through having fun provides shopping gratification for both the

Gratification

• Because it is retail therapy .802

• Way to relieve stress .770

• Helps lift my mood .758

• Because it makes me feel special .796

• Because it is fun .776

• Distraction from everyday routine .710

• When I want to treat myself to something special .676

product and experience itself (Jones, 1999), particularly for fashion home shopping retailers (Yoh et al. 2003; Song et al. 2007) who provide fun and enjoyment through virtual technologies (Kim and Forsythe, 2008).

The fourth highest loading scale item, loading at .770, is ‘way to relieve stress’.

Reduction in tension due to relieved stress provides shopping gratification as a coping strategy (Moschis, 2007) and a means of escaping anxiety (Phau and Woo, 2008). The fifth highest loading scale item, loading at .758, is ‘helps lift my mood’. Reduction in tension due to mood lifting provides shopping gratification as a pre-meditated mood repair (Leung et al. 2003), particularly by shopping for fashion products (Moody et al.

2010) and can be effectively induced by online imagery (Goritz, 2007).

The sixth highest loading scale item, loading at .710, is ‘distraction from everyday routine’. The activity of being distracted from everyday routine provides shopping gratification by being used as an escape mechanism from problems and stresses (Jamal et al. 2006), fashion in particular being able to become distraction of fantasy (Leung et al. 2003). The seventh highest loading scale item, loading at .676, is ‘when I want to treat myself to something special’. Treating yourself to something special provides shopping gratification as a therapeutic activity (Woodruffe, 1997; Jamal et al.

2006) which makes the consumer feel better, rewards them or raises their self-esteem (Heath et al. 2010).

Retail therapy as an activity gratification has loaded as the scale item with the highest influence on plus size fashion online shopping gratification motivation, whilst the treating myself to something special as an activity gratification has loaded as the scale item with the lowest influence. This indicates that gratification as a plus size fashion online shopping motivation is significantly influenced by the plus size fashion shopping experience itself, not simply by just the gain of the plus size fashion product.

6.6.9.2 Fashion Interest

The face validity of the fashion interest factor is determined by the conceptually linked loaded scale items to the fashion interest motivation of plus size fashion online shopping, as displayed in Figure 6.56.

The first highest loaded scale item, loading at .863, is ‘strong interest in new fashions’.

A strong interest in new fashions is a key indicator of fashion interest as consumers seek fashion information congruent with their self-image (Forney et al. 2005), their level of interest, knowledge and familiarity with fashion (O’Cass, 2004), and their social groups (Chae et al. 2006; Goldsmith and Flynn, 2005); despite their age (Joung and Miller, 2006).

The second loaded scale item, loading at .856, is ‘to increase the number of fashionable garments in my wardrobe’. A motivation to increase the number of fashionable garments in the consumer’s wardrobe demonstrates a fashion interest as it reflects the perceived fashionability of products (Watchravesringkan et al. 2010) and fashion consciousness of consumers (Cowart and Goldsmith, 2007).

The third loaded scale item, loading at .696, is ‘keep up-to-date with new trends’. A motivation to keep up-to-date with new trends demonstrates a fashion interest in fashion, styling or innovations (Arnold and Reynolds, 2003; Parsons 2002; Tauber 1972). It can be with or without specific need to purchase (To et al. 2007) and may be about the retailer or brand rather than the product itself (Lee et al. 1999; Shang et al.

2005).

The fourth loaded scale item, loading at .696, is ‘I enjoy being fashionable’. Enjoying being fashionable demonstrates a fashion interest as enjoyment has a positive impact on fashion shopping motivations (Yoh et al. 2003; Song et al. 2007). The enjoyment of consuming fashionable products also results in fashion consumer satisfaction (Leung et al. 2003).

The fifth loaded scale item, loading at .695, is ‘I can buy garments in a range of fashionable colours’. Buying fashion products of a particular fashion specification

Fashion Interest

• Strong interest in new fashions .863

• To increase the number of fashionable garments in my wardrobe .856

• Keep up-to-date with new trends .696

• I enjoy being fashionable .696

• I can buy garments in a range of fashionable colours .695

demonstrates a fashion interest as consumers are matching their fashion purchases to their fashion knowledge (Seock and Bailey, 2008).

A strong interest in new fashions loaded as the scale item with the highest influence on plus size fashion online shopping fashion interest motivation, whilst buying fashion products in fashionable colours loaded as the scale item with the lowest influence. This indicates that fashion interest as a plus size fashion online shopping motivation is significantly influenced by fashion and fashionability at an overall contextual level, but less so influenced at specific fashion detail level.

6.6.9.3 Selection

The face validity of the selection factor is determined by the conceptually linked loaded scale items to the selection motivation of plus size fashion online shopping, as displayed in Figure 6.57.

Figure 6.57 Selection Factor Loadings

The first highest loaded scale item, loading at .813, is ‘access a selection of clothes for different social occasions’ and the second highest loaded scale item, loading at .773 is ‘access a selection of clothes for different seasons’. Being motivated by fashion products for specific occasions or seasons demonstrates a desire for a selection of innovative fashion variety (Workman and Johnson, 1993) that keep up with the dynamics of fashion seasons (Christopher, 2000) and social occasions.

The third highest loaded scale item, loading at .677, is ‘the ‘SimplyBe’ fit flatters my shape’. Being motivated by a flattering fashion product demonstrates a desire for a selection of products that has the ability to conceal, compliment and be proportionate

Selection

• To access a selection of fashionable clothing that I cannot find anywhere else .652

• To access a wide selection of clothes in my size .592

• General fit .655

• The ‘Simply Be’ fit flatters my shape .677

• Access a selection of clothes for different social occasions .813

• Access a selection of clothes for different seasons .773

to the figure of the fashion consumer (Tate, 2004) whilst allowing freedom to move, look good (Tselepis and De Klerk, 2004) and be fashionable.

The fourth highest loaded scale item, loading at .655, is ‘general fit’. Being motivated by the general fit of a fashion product demonstrates a desire for a selection of fashion products that have appropriate fabric, style, construction, comfort, and suitability for the consumers’ figure, purpose or occasion (Tselepis and De Klerk, 2004). Fit and its fashion related characteristics have significant impact on consumer satisfaction (Labat and Delong, 1990; Otieno et al. 2005), in particular home shopping consumers (Shim and Bickle, 1993) and even more specifically plus size fashion consumers (Choudhary and Beale, 1998; Kind and Hathcote, 2000; Otieno et al. 2005).

The fifth highest loaded scale item, loading at .652, is ‘to access a selection of fashionable clothing that I cannot find anywhere else’. To be able to access fashion products that cannot be found elsewhere demonstrates a desire for selection, due to poor fashion product provision in the UK fashion market for plus size consumers in particular (Kind and Hathcote, 2000). Size variety has been deemed poor even in speciality stores (Otieno et al. 2005) despite selection as a product characteristic, being a key motivation to shop online (Perea et al. 2004).

The sixth highest loaded scale item, loading at .592, is ‘to access a wide selection of clothes in my size’. To access a wide selection of fashion products in a particular size range demonstrates a desire for a selection of niche fashion products that are not widely distributed (Szymanski and Hise, 2000) with adequate variety (Rohm and Swaminathan, 2004) or size ranges (Otieno et al. 2005).

To access fashionable products for different social occasions and seasons loaded as the scale items with the highest influences on plus size fashion online shopping selection motivation, whilst accessing a wide selection of fashionable products that cannot be found elsewhere loaded as the scale items with the lowest influences. This indicates that selection as a plus size fashion online shopping motivation is significantly influenced by finding specifically motivated fashion products, and less so influenced by the actual physical ability to find fashionable products.

6.6.9.4 Cost Saving