Purpose

This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour.

Design/methodology/approach

Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software.

Findings

The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image.

Practical implications

This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market.

Originality/value

Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

中文翻译：

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Hijabista 接受溢价的意愿：社会和自我认同对 Hijab 时尚品牌满意度影响的分析研究

目的

本文旨在研究影响 Hijabista 对 Hijab 时尚品牌的满意度及其作为时尚消费者支付高价的意愿的预测因素。产品设计、产品质量、社会和自我认同对产品的影响进行了研究，据信品牌满意度导致了对溢价的接受。研究和分析了各种因素，以更好地了解 Hijab 时尚消费者的行为。

设计/方法/方法

数据是通过使用分布在马来西亚莎阿南市地区的在线结构化调查收集的。使用方便抽样来定义 223 名目标受访者，并使用 Smart-PLS 软件分析收集的数据。

发现

结果强调，产品设计对头巾者支付高价的意愿影响最大，其次是反映其社会身份同时传达其宗教义务和承诺的产品。还发现传达一个人的自我身份没有显着影响，这与宗教和社会承诺对 hijabista 购买选择的重要性有关，而不是他们自己的自我概念形象。

实际影响

本文提供了有关影响 Hijabista 对 Hijab 时尚产品和品牌的满意度的因素的见解。所提供的结论与时尚行业的实践非常相关，特别是让设计师了解时尚市场这一庞大而重要的部分的需求。

原创性/价值

头巾时尚是时尚行业中一个不断增长的领域，最近它已经引起了全球的关注。设计师需要更加了解这部分时尚市场的需求。本研究重点关注 Hijab 消费者满意度以及这如何反映他们愿意为所选产品和品牌支付高价。研究了产品设计和质量以及社会和自我认同等因素与 hijabista 接受溢价的意愿有关。以前的文献中未涵盖此类联系和术语。