Assessing and Predicting Apparel Impulse Buying

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Fashion Marketing / 2권 / 1호 / 28 ~ 35페이지
· 저자명 : Eun Joo Park, Judith C. Forney

초록

Apparel offers consumers a high hedonic value associatedwith experiential pleasure. Being fashion driven with a focuson newness and change, apparel products can create an illusionof something fantastic. In turn, this subjects apparel to varioushedonic behaviors such as impulse buying. The more consumersbrowse apparel stores to get an idea about the latest trendsin the market, rather than relying on a shopping list, the greaterthe possibility of impulse shopping. Moreover, consumersare likely to be more divergent on what they want than whatthey need. This suggests apparel as a product category as astimulus effecting impulse purchases.
Impulse buying is considered a pervasive phenomenon inmodern lifestyles and it accounts for a substantial percentageof products sold across a broad range of categories. One explanationmay be that consumers buy products for a variety ofnon-economic reasons or hedonic tendency, such as fun, fantasyand social or emotional gratification. By stimulating consumersto recognize product needs, in-store browsing plays animportant role in influencing impulse buying behavior. Also,impulse buying is activated by the emotions aroused in theproximity of an appealing object. This emotional response mayoccur largely without regard to financial or other consequences.
Based on the extant literature, we developed a conceptualframework to analyze how predictors (hedonic tendency,in-store browsing, and shopping emotion) affect apparel impulsebuying. Five hypotheses were tested during an apparelshopping episode to determine if: hedonic tendency is positivelyrelated to shopping emotion (H1); hedonic tendency ispositively related to in-store browsing (H2); in-store browsingis positively related to shopping emotion (H3); in-store browsingis positively related to impulse buying typologies (H4);and shopping emotion is positively related to impulse buyingtypologies (H5). A questionnaire was developed based on literaturereview. Data were obtained from 290 college studentsenrolled at a southwestern state university in the U.S.
Following verification the measurement items, path analysiswas conducted using LISREL 8.53. A path model shows thatsix paths have significantly positive relationships.This empirical study of assessing and predicting apparel impulsebuying extends the understanding of predictors for andprovides an extended structural model of apparel impulsebuying. This study reveals three typologies underlying apparelimpulse buying: Fashion-oriented impulse buying, Memory-orientedimpulse buying, and Browsing-oriented impulse buying.
Findings indicate a consumer’s hedonic tendency is a significantpredictor of shopping emotion and in-store browsingand it is pertinent to apparel impulse buying. This suggeststhat hedonic tendency can drive consumers to act on apparelimpulse buying when they experience a positive feeling andare in-store browsing. This result implies that positive shoppingemotion tends to reduce decision complexity, including impulsebuying. Therefore, typologies of apparel impulse buying can bepredicted in a path model by an attitudinal component (e.g.,hedonic tendency and in-store browsing) and emotional factors(e.g., satisfied and excited). In particular, shopping emotionserves as an important mediating predictor of impulse buyingof apparel products. This suggests that impulse buying of collegestudents is more conjunct with an emotional unplannedpurchase of apparel products. Also, this finding supports impulsebuying as satisfying a hedonic need or providing emotionalgratification.
This study provides insights to retailers and researchers inunderstand structural relationships between consumer characteristicsand impulse buying of apparel products.

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