The purpose of this study is to examine the factors that define consumption behavior in fast fashion, focusing on consumption values and factors from recent technology such as SNS and smartphone contactless payments. As a result of applying binomial logistic regression analysis, it was shown that use of contactless payments, Instagram, LINE Pay, Amazon Pay and Rakuten Pay, along with the evaluation of celebrities and the general public consumption values on fashion are related to fast fashion purchases. The results of a decision tree analysis showed that the use of Instagram is the most important factor for fast fashion purchases. In addition, it was shown that the fast fashion purchase rate was as high as 89.3% by using Instagram, Amazon Pay, and Pay Pay. The results of this study suggest that Instagram, smartphone contactless payments and the evaluation of consumption values of celebrities and the general public are the determinants of consumption behavior in fast fashion. © 2020 Japan Research Association for Textile End-Uses. All rights reserved.
