Constructs and corresponding measurement
| Construct | Indicators | Coding | References |
|---|---|---|---|
| Self-expressive attitude toward digital-only fashion (SA) | How do you evaluate the self-expression function of digital-only fashion? | Anand and Kaur (2018) | |
| Digital-only fashion style can be consistent with how I see myself | SA1 | ||
| Digital-only fashion style can be a part of my identity | SA2 | ||
| Digital-only fashion clothing can be an important tool to express my self-image | SA3 | ||
| Using digital-only fashion items could enhance my self-image before others | SA4 | ||
| Digital-only fashion clothes could reflect how I feel about myself | SA5 | ||
| Digital-only fashion clothes could help me become the person I want to be | SA6 | ||
| Digital-only fashion clothes could help me achieve the identity I want to have | SA7 | ||
| Digital-only fashion clothes could help me narrow the gap between what I am and what I try to be | SA8 | ||
| Overall attitude toward digital-only fashion (OA) | How do you evaluate digital-only fashion in general? | Spears and Singh (2004) | |
| Unappealing……. Appealing | OA1 | ||
| Unlikable……. Likable | OA2 | ||
| Bad……. Good | OA3 | ||
| Unpleasant……. Pleasant | OA4 | ||
| Unfavorable……. Favorable | OA5 | ||
| Attitude toward dressing avatar in digital-only fashion (ADA) | How do you evaluate using digital-only fashion to dress avatars that are different from your real appearance? | Spears and Singh (2004) | |
| Unappealing……. Appealing | ADA1 | ||
| Unlikable……. Likable | ADA2 | ||
| Bad……. Good | ADA3 | ||
| Unpleasant……. Pleasant | ADA4 | ||
| Unfavorable……. Favorable | ADA5 | ||
| Attitude toward dressing realistic on-screen body in digital fashion (ADO) | How do you evaluate using digital-only fashion to dress your realistic on-screen body? | Spears and Singh (2004) | |
| Unappealing……. Appealing | ADO1 | ||
| Unlikable……. Likable | ADO2 | ||
| Bad……. Good | ADO3 | ||
| Unpleasant……. Pleasant | ADO4 | ||
| Unfavorable……. Favorable | ADO5 | ||
| Purchase intention of digital-only fashion (PI) | Describing your intention to purchase digital-only fashion items in the future | Spears and Singh (2004) | |
| Definitely not buy it……. Definitely buy it | PI1 | ||
| Very low……. High purchase interest | PI2 | ||
| Probably not……. Probably buy it | PI3 | ||
| Definitely do not intend to buy……. Definitely intend to buy | PI4 | ||
| Environmental attitude toward digital-only fashion (EA) | How do you evaluate the environmental benefits of digital-only fashion? | Zaichkowsky (1985) | |
| Unimportant ……. Important | EA1 | ||
| Means nothing to me ……. Means a lot to me | EA2 | ||
| superfluous ……. vital | EA3 | ||
| Does not matter to me ……. Matters to me | EA4 |
| Construct | Indicators | Coding | References |
|---|---|---|---|
| Self-expressive attitude toward digital-only fashion (SA) | |||
| Digital-only fashion style can be consistent with how I see myself | SA1 | ||
| Digital-only fashion style can be a part of my identity | SA2 | ||
| Digital-only fashion clothing can be an important tool to express my self-image | SA3 | ||
| Using digital-only fashion items could enhance my self-image before others | SA4 | ||
| Digital-only fashion clothes could reflect how I feel about myself | SA5 | ||
| Digital-only fashion clothes could help me become the person I want to be | SA6 | ||
| Digital-only fashion clothes could help me achieve the identity I want to have | SA7 | ||
| Digital-only fashion clothes could help me narrow the gap between what I am and what I try to be | SA8 | ||
| Overall attitude toward digital-only fashion (OA) | |||
| Unappealing……. Appealing | OA1 | ||
| Unlikable……. Likable | OA2 | ||
| Bad……. Good | OA3 | ||
| Unpleasant……. Pleasant | OA4 | ||
| Unfavorable……. Favorable | OA5 | ||
| Attitude toward dressing avatar in digital-only fashion (ADA) | |||
| Unappealing……. Appealing | ADA1 | ||
| Unlikable……. Likable | ADA2 | ||
| Bad……. Good | ADA3 | ||
| Unpleasant……. Pleasant | ADA4 | ||
| Unfavorable……. Favorable | ADA5 | ||
| Attitude toward dressing realistic on-screen body in digital fashion (ADO) | |||
| Unappealing……. Appealing | ADO1 | ||
| Unlikable……. Likable | ADO2 | ||
| Bad……. Good | ADO3 | ||
| Unpleasant……. Pleasant | ADO4 | ||
| Unfavorable……. Favorable | ADO5 | ||
| Purchase intention of digital-only fashion (PI) | |||
| Definitely not buy it……. Definitely buy it | PI1 | ||
| Very low……. High purchase interest | PI2 | ||
| Probably not……. Probably buy it | PI3 | ||
| Definitely do not intend to buy……. Definitely intend to buy | PI4 | ||
| Environmental attitude toward digital-only fashion (EA) | |||
| Unimportant ……. Important | EA1 | ||
| Means nothing to me ……. Means a lot to me | EA2 | ||
| superfluous ……. vital | EA3 | ||
| Does not matter to me ……. Matters to me | EA4 |
Source(s): Authors' own work