The purpose of this study was to empirically investigate to what extent hedonic (e.g. adventure, social, gratification, idea, role and value) and utilitarian (e.g. efficiency and achievement) shopping motivations differ between male fashion innovators and fashion opinion leaders (fashion leadership). The research hypotheses, as well as the conceptual framework, were based on shopping motivation literature and Rogers\u27 (2003) diffusion of innovations theory. Data was collected from a purposive sample (n = 250), via a pre-tested self-administered questionnaire developed from existing scales. An EFA, retained nine factors labelled: fashion innovativeness, fashion opinion leadership, achievement, efficiency, role escapism, value, social and idea shopping. Results indicated that fashion innovators are more motivated by hedonic shopping motivations, specifically escapism, role and idea, than fashion opinion leaders. In terms of utilitarian shopping motivations fashion opinion leaders are relatively more motivated by efficiency and achievement aspects than fashion innovators.
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