Consumer Behavior

Developing a scale to measure problems in finding a good fit

  • Eonyou Shin orcid logo (Virginia Tech)
  • Te-Lin Chung orcid logo (Iowa State University)
  • Mary Lynn Damhorst (Iowa State University)
  • Daniel W Russell (Iowa State University)


The purpose of this study was to develop a scale for measuring perceived PFGF. This research conceptualized problems of finding a good fit (PFGF) as a consumer's generalized perception of fit problems based on prior experience with physical, aesthetic, and functional aspects of clothing. Scale development took place through item generation, preliminary tests of reliability and validity, and final scale validation. This study contributes to the literature of consumer fit perceptions by developing a scale to assess perceived PFGF that may be a key factor influencing multiple apparel shopping behaviors, such as returning unsatisfactory products and online shopping conversion rate. The multidimensional scale of perceived PFGF should be useful to apparel product developers and designers by providing solutions to PFGF based on information from customers. Better understanding of perceived PFGF will ultimately increase consumer fit satisfaction.

How to Cite:

Shin, E., Chung, T., Damhorst, M. L. & Russell, D. W., (2018) “Developing a scale to measure problems in finding a good fit”, International Textile and Apparel Association Annual Conference Proceedings 75(1).

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Published on
01 Jan 2018
Peer Reviewed