The effect of consumer arrogance on clothing style confidence in apparel industry

The present study aims to investigate the effect of consumer arrogance on clothing style confidence. In terms of nature and method, the research is a descriptive-survey research and has been conducted with an applied purpose. The statistical population of the study consists of all customers of Yazd. Statistical sample was determined using morgan's formula of 384 people and sampling method is available by sampling. The data collection tool is a questionnaire that was used to measure self-esteem and arrogant consumer behavior of Ruvio and Shoham (2016) questionnaire and to measure confidence in cover style and its components; Joyner Armstrong et al. (2018) questionnaire was used. Content-face validity and construct validity (confirmatory factor analysis) of the research instrument were reviewed and confirmed and its reliability was measured using Cronbach's alpha coefficient test and considering that the alpha value for all components of the research was more than 0.7 the reliability of the research tool can be confirmed with confidence. In order to analyze the data, descriptive and inferential statistics were used and structural equation modeling was used by SPSS and LISREL software. The results of this study showed that the selfish and arrogant behavior of the consumer has a positive and significant effect on the components of light continuity, importance of appearance and originality, and has a negative and significant effect on the components of aesthetic perception and creativity.