Eun Joo Park
Dong-A University, Busan, Korea, and
Eun Young Kim and Judith Cardona Forney
School of Merchandising and Hospitality Management,
University of North Texas, Denton, Texas, USA
Purpose This study aims to examine the causal relationships among fashion involvement, positive emotion, hedonic consumption tendency, and fashion-oriented impulse buying in the context of shopping.
Design/methodology/approach A self-administered questionnaire developed from the literature was administered to 217 college students during a scheduled class. They were enrolled at one metropolitan university in a southwestern state in the USA. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.53. Findings Fashion involvement and positive emotion had positive effects on consumers’ fashion-oriented impulse buying behavior with fashion involvement having the greatest effect. Hedonic consumption tendency was an important mediator in determining fashion-oriented impulse buying.
Research limitations/implications This study was limited to college students at one metropolitan university in a southwestern state in the USA and to general fashion products. Practical implications Retailers may encourage consumers’ positive emotion through strategies such as store design, product displays, package design, and sales. A focus on entertainment, interest, and excitement may be as important as getting the right mix of merchandise and pricing. Other retail strategies might be to stress the relative rationality and non-economic rewards of impulse buying in advertising efforts; to make impulse purchases more risk free through convenient return policies; and to increase enablers such as offering credit and extending store hours. Originality/value Few studies exist for predicting fashion-oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products. Keywords Fashion, Buying behaviour
Paper type Research paper
Dramatic increases in personal disposable incomes and credit availability have made impulse buying in retail environments a prevalent consumer behavior (Dittmar and Drury, 2000). In the USA, impulse buying generated over $4 billion in annual sales (Kacen and Lee, 2002) where about 40 percent of consumers consider themselves impulse shoppers (Target Group Index, 1997). Impulse purchases are more likely when The current issue and full text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm
This research is supported by Dong-A University Research Fund in 2005. Fashion-oriented
Journal of Fashion Marketing and
Vol. 10 No. 4, 2006
q Emerald Group Publishing Limited
consumers experience an impulse buying stimulus and then later evaluate that prospective purchase as appropriate (O’Guinn and Faber, 1989). The powerful influence of impulse behavior on consumer buying suggests it is an important area of study (Bayley and Nancarrow, 1998; Hausman, 2000).
Previous studies on impulse buying focused on defining differences between impulse and non-impulse buying behavior (Cobb and Hoyer, 1986; Piron, 1991). Many researchers have provided theoretical frameworks for examining impulse buying related to psychological variables (e.g. personality, self-regulation), hedonic experiences (e.g. shopping enjoyment, emotional state, mood) and situational variables (e.g. available time, money) in a shopping context (Beatty and Ferrell, 1998; Burroughs, 1996; Rook and Fisher, 1995). Generally, researchers found impulse buying satisfied hedonic or emotional needs for fun, social interaction, and gratification (Hausman, 2000; Piron, 1991).
This implies that consumer impulse buying while shopping can be encouraged by a hedonic...