In this study, we use the same measures as in study 1. Both
the mothers and their daughters report their cognitive age,
their fashion consciousness, their perceived expertise in
clothing and cosmetics, the extent to which they perceive
their daughters/ mothers as consumer role models, and their
tendency to emulate their consumption behavior (the CDE).
As in study 1, we subjected our data to SEM analysis and
tested both the measurement model and the structural model.
This model tests the consumer’s doppelganger as a latent
construct composed of two indicators—one from the mother
and one from the daughter. In other words, we calculated an
overall score of consumer doppelganger for the mother and
for the daughter separately.
In this study, we use the same measures as in study 1. Both
the mothers and their daughters report their cognitive age,
their fashion consciousness, their perceived expertise in
clothing and cosmetics, the extent to which they perceive
their daughters/ mothers as consumer role models, and their
tendency to emulate their consumption behavior (the CDE).
As in study 1, we subjected our data to SEM analysis and
tested both the measurement model and the structural model.
This model tests the consumer’s doppelganger as a latent
construct composed of two indicators—one from the mother
and one from the daughter. In other words, we calculated an
overall score of consumer doppelganger for the mother and
for the daughter separately.
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