A structural model of fashion‐oriented impulse buying behavior

Abstract

PurposeThis 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/approachA 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.FindingsFashion 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/implicationsThis study was limited to college students at one metropolitan university in a southwestern state in the USA and to general fashion products.Practical implicationsRetailers 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/valueFew studies exist for predicting fashion‐oriented impulse buying behavior. This study addresses the need to examine impulse buying behavior related to fashion products.

Pengaruh Fashion Involvement Terhadap Impulse Buying Behaviour Masyarakat Surabaya Dengan Hedonic Shopping Motivation Dan Positive Emotion Sebagai Variabel Intervening Pada Merek Zara

“…Menurut (Rook, 1987;Bayley, G. and Nancarrow, 1998;Park, Kim, & Forney, 2006) Pembelian impulse biasanya terjadi secara tiba-tiba, dimana diawali ketika konsumen memiliki kesenangan yang kompleks dan motivasi yang kuat yang akhirnya berubah menjadi keinginan untuk membeli produk langsung dan biasanya akan menghalangi adanya suatu pertimbangan, pencarian informasi dan alternatif pilihan.…”

“…ZARA merupakan merek yang memiliki perputaran produk yang cepat dan mengikuti tren dimana ZARA sangat cepat dalam mengganti model pakaiannya sehingga model pakaian yang di display di outlet ZARA selalu baru dan mengikuti tren, hal ini membuat konsumen berusaha mencari informasi tentang produk fashion dari merek ZARA yang up to date dengan model pakaian yang bagus dan unik, selain itu ZARA sangat menjaga kualitas produk mereka sehingga bahan yang dipakai bagus dan dijahit secara rapi sehingga hal itu membuat konsumen merasa nyaman dan senang dengan produk ZARA. Hasil ini mendukung temuan sebelumnya yaitu (Chang, E.B., Leslie, D.,& Franchis, 2004;Park, Kim, & Forney, 2006) konsumen yang memiliki keterlibatan khusus dalam produk-produk fashion biasanya memicu adanya motivasi belanja secara hedonis karena semakin tinggi tingkat keterlibatan konsumen dengan produk-produk fashion, semakin mereka akan meningkatkan pembelian produk fashion.…”

“…Hal ini dapat terjadi ketika konsumen merasa nyaman dan senang ketika menggunakan produk-produk dari merek ZARA karena bahan pakaian yang digunakan bagus atau ketika konsumen dapat menemukan dengan mudah model produk dari ZARA yang sesuai dengan postur tubuhnya. Hasil ini mendukung penelitian sebelumnya yaitu (Park et al, 2006) yang menyatakan bahwa keterlibatan fashion berpengaruh terhadap emosi positif karena keterlibatan fashion dapat meningkatkan pengalaman emosional konsumen ketika berbelanja dan emosi postif dapat meningkat ketika konsumen merasa sangat bergairah dan puas selama berbelanja dan ketika mereka mampu mengekspresikan keingintahuannya terhadap produk fashion.…”

How to Form the ‘Knowledge’ that Marketers Need? An Approach for Marketers to SME

“…is important. (Park et al, 2006) Looking new avenues for marketing to SME and SME's buying behavior, SMEs" belief plays crucial role. But rather than marketing stance, probing best known buying behavior models for SMEs should be the starting point.…”

Identificando os factores de influência da compra por impulso em adolescentes portugueses

“…A compra por impulso tem sido um campo de estudo vastamente investigado (Lins, 2012;Lins & Poeschl, 2013;Lucas & Koff, 2014;Park, Kim, & Forney, 2006;Roberts & Manolis, 2012;Tinne, 2011;Yinlong & Shrum, 2008). Uma consulta realizada na base de dados EBSCO em Fevereiro de 2014, com os termos "impulse buying", "impulse purchase" ou "impulse shopping" resultou em 1.261 publicações, e comprovou-se um número crescente de estudos publicados nos últimos anos (ver Figura 1).…”