Factors influencing social shopping behavior of fashion in Tehran apparel market

Abstract

Social shopping behavior of fashion embraces various activities, direct/indirect complex and dynamic interpersonal happening during the process of buying fashion and causes customers' pleasure and satisfaction from purchasing intention, which in long-term helps sales improvement. This study has taken place in city of Tehran, Iran in order to assess the social purchase behavior of consumers and drivers in the field of fashion garments. Data analysis was performed using partial least squares. Research findings indicate a significant positive relationship between obsessed with fashion garments and the five dimensions of social shopping behavior. On the other hand, there is a positive and meaningful relationship between materialism and the need for uniqueness by consumers' involvement toward fashion apparel.

The mediating effect of flow experience on social shopping behavior

“…consumers can communicate and exchange information on social media). In addition, engaging in social activities while shopping offers consumers a form of support in purchase decision-making as well as positive reinforcement after making a purchase (Esfidani et al 2014). As businesses increasingly seek to take advantage of the untapped online social shopping market, a comprehensive analysis of social shopping behavior is required (Lee and Lee 2012; Shen 2012).…”