Table 1 Results of exploratory factor analysis

Fashion innovativeness

How often do you want to try new ideas about clothing fashions?

How often do you try something new in the next season’s fashions?

How often are you usually among the first to try new clothing fashions?

How often do you read or look at fashion information in magazines?

I own a lot of fashion items.

Compared to my friends, I know a lot about designer and brand name clothing.

 Eigenvalue = 2.93

 Total percent variance explained = 48.86%

Fashion Opinion Leadership

How often do you influence the types of clothing your friends buy?

How often do others turn to you for advice on fashion and clothing?

When talking about fashion or style with your friends or peers, how often do you feel confident?

How often do you enjoy shopping for clothing?

 Eigenvalue = 2.31

 Total percent variance explained = 57.62%

Internet Use for Apparel Shopping

How often do you use the Internet to purchase clothing?

How often do you use the Internet to browse clothing?

How often do you use the Internet to look at a blog or magazine that is fashion related?

I prefer to look at an online magazine rather than a printed magazine

 Eigenvalue = 2.57

 Total percent variance explained = 64.16%

Interest in online co-design involvement

I would prefer to design my own features (sleeves, neckline, style, color) of a product on a website than to buy one that has already been designed

I would be interested in co-designing a unique clothing product on the internet.

The co-design process on the Internet seems like an exciting experience

 Eigenvalue = 2.21

 Total percent variance explained = 69.60%

Brand Commitment

I enjoy looking at my preferred brand advertising

I often pay attention to my preferred brand

.73

I really do enjoy shopping for me preferred brand

.72

I often find myself noticing what brands others are wearing

 Eigenvalue = 2.33

 Total percent variance explained = 58.22%