The purpose of this paper was to explore the antecedents of consumer innovativeness (CI) which are fashion opinion leadership (FOL), product involvement (PI) and consumer need for uniqueness (CNU) and the effect of morning TV shows as intervening variable in the choice of fashion clothing. Results revealed that CI is strongly dependent on FOL and CNU. The impact of morning TV shows on the purchase intentions of innovative consumers was not found to be significant. However, this study expands the existing knowledge by highlighting the role of media and media-vehicles in the purchase of fashion clothing among female consumers in Pakistan. It also offers the impetus for the researchers and marketing managers to further explore the effects of media on the fashion innovativeness of women in the apparel category in Pakistan.
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Janjua et al. (2015) studied this question.
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