Digital Fast Fashion Consumption Among Gen Z: A Rasch-Based Study on E-Commerce Strategy Adaptation
Abstract
Purpose— This study aims to analyze the impact of Generation Z’s digital fast fashion consumption tendencies on the business model of fashion e-commerce in Indonesia. Specifically, it evaluates the validity and reliability of an instrument measuring the influence of influencer credibility, brand trust, loyalty, and variety-seeking behavior using the Rasch Model approach. The core objective is to assess how latent consumer behaviors shape and drive the structure and adaptation of fashion e-commerce business models.
Design/methods/approach –A descriptive quantitative approach was applied, utilizing a survey method involving 103 Generation Z respondents who actively shop for fashion via social media platforms. The instrument consisted of a 5-point Likert scale questionnaire covering constructs such as influencer credibility, brand trust, loyalty, and variety-seeking. Data were analyzed using the Rasch Model via Winsteps software to measure unidimensionality, INFIT/OUTFIT MNSQ values, reliability, and to visualize respondent ability and item difficulty through the Wright Map.
Findings–The instrument showed high reliability (person reliability = 0.89; Cronbach’s Alpha = 0.93) and met the unidimensionality assumption. Most items demonstrated acceptable statistical fit (INFIT and OUTFIT MNSQ within 0.7–1.3), indicating strong psychometric consistency. This ensures that the findings are based on accurate and reliable measurements, which is crucial for behavior-based research.
Research implications/limitations—This study is limited to Indonesian Generation Z and uses only a 5-point Likert scale. Future research could expand to other digital platforms and explore the moderating role of sustainability values or long-term loyalty intentions.
Originality/value–This research contributes to the development of digital fashion consumer behavior measurement methods using the Rasch Model and provides strategic insights for fashion e-commerce actors to align business models with the psychometric and behavioral characteristics of Generation Z.
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DOI: https://doi.org/10.17509/tjr.v8i1.86961
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