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ACADEMIC PAPER
A structural model of
fashion-oriented impulse
buying behavior
Fashion-oriented
impulse buying
behavior
433
Introduction
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
This research is supported by Dong-A University Research Fund in 2005.
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consumers experience an impulse buying stimulus and then later evaluate that
prospective purchase as appropriate (OGuinn 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 consumption tendency and emotional factors. An important issue aligned with
hedonic consumption is determining product-specific impulse buying behavior.
According to Jones et al. (2003), product-specific impulse buying is affected
significantly by product involvement and it is an important factor supporting
impulse buying tendencies. Several researchers (Cha, 2001; Han et al., 1991; Ko, 1993)
found impulse buying of fashion products (e.g. clothing) revealed a variety of patterns
that included pure, reminded, emotional, and fashion-oriented impulse buying
behaviors.
Fashion-oriented impulse buying is related strongly to fashion involvement. For
instance, Han et al. (1991) found textile and clothing students had significantly
higher impulse buying scores than students in other majors. Their finding supports
a notion that fashion involvement might encourage fashion-oriented impulse
buying by providing sensory or experiential cues of fashion products. Also,
fashion-oriented impulse buying can be predicted by other prominent variables
such as hedonic consumption tendency (Hausman, 2000) and positive emotion when
shopping (Mattila and Enz, 2002). Sensory experiential products (e.g. apparel,
accessories, jewelry) play a more important function in symbolic interaction with
consumers hedonic or emotional experiences in market environments. Given the
importance of experiential aspects of consumption, it seems essential that
marketers understand impulse buying behavior for fashion products from an
experiential perspective. However, there is little study of impulse buying behavior
that explicitly incorporates specific product involvement and experiential aspects
of consumption.
This study explores a model of fashion-oriented impulse buying in conjunction with
product involvement and experiential aspects of consumption including hedonic
consumption tendency and positive emotion among college students. Understanding
fashion impulse buying behavior offers retailers guidance in developing strategies that
create shopping opportunities. These marketing strategies may help retailers manage
highly involved fashion customers and encourage their purchase intentions. The
benefits include an increased market share for fashion retailers and positive
perceptions of impulse buying by fashion consumers.
Literature review
Impulse buying behavior
Impulse buying behavior is a sudden, compelling, hedonically complex buying
behavior in which the rapidity of an impulse decision process precludes thoughtful and
deliberate consideration of alternative information and choices (Bayley and
Nancarrow, 1998). Several researchers have reported that consumers do not view
impulse purchasing as wrong; rather, consumers retrospectively convey a favorable
evaluation of their behavior (Dittmar et al., 1996; Hausman, 2000; Rook, 1987). Other
researchers have treated impulse buying as an individual difference variable with the
expectation that it is likely to influence decision making across situations (Beatty and
Ferrell, 1998; Rook and Fisher, 1995; Weun et al., 1997). According to Ko (1993),
impulse buying behavior is a reasonable unplanned behavior when it is related to
objective evaluation and emotional preferences in shopping.
Fashion-oriented impulse buying. Consumer impulse buying is an important concept
along with product involvement as they are involved with a specific product (Jones
et al., 2003). For clothing, fashion-oriented impulse buying refers to a persons
awareness or perception of fashionability attributed to an innovative design or style.
That is, fashion-oriented impulse buying occurs when consumers see a new fashion
product and buy it because they are motivated by the suggestion to buy new products
(Han et al., 1991). Early research into impulse buying behavior concentrated on the
typology of impulse buying and understanding the role of fashion involvement in
predicting fashion-oriented impulse buying. According to Han et al. (1991), impulse
buying was classified as four types:
(1) planned impulse buying;
(2) reminded impulse buying;
(3) fashion-oriented impulse buying; and
(4) pure impulse buying.
They found high evidence of fashion-oriented impulse buying for college students
majoring in textiles and clothing compared to students in other majors. Their findings
suggested that fashion-oriented impulse buying might be related more significantly to
students with majors having high fashion involvement. Subsequent research focused
on impulse buying behavior that was based on consumer decision-making process. Ko
(1993) found apparel impulse buying was distinguished from reasonable unplanned
buying that was based on emotional preference or objective evaluation rather than
rational evaluation. Kos finding implied that emotional factors (i.e. positive feelings)
might lead to fashion-oriented impulse buying when shopping. Limited studies have
reported that consumers are likely to be motivated to impulse purchase by high
involvement and emotional preference of products. The lack of research focused on the
experiential aspects of consumption underscore the need to understand how
fashion-oriented impulse buying relates to hedonic consumption tendency or the
emotional factor in retail environments.
Fashion involvement
Involvement is a helpful metric for explaining consumer behavior and segmenting
consumer markets (Kapferer and Laurent, 1985; Kim, 2005; Martin, 1998). Involvement
Fashion-oriented
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behavior
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product and aesthetic appeal (Hirschman and Holbrook, 1982). Bargaining and
haggling are two shopping experiences associated with shopping enjoyment (Sherry,
1990). This suggests that the purchasing experience may be more important than
product acquisition.
Impulse buying plays an important role in fulfilling hedonic desires associated with
hedonic consumption (Hausman, 2000; Piron, 1991; Rook, 1987). This role supports a
conceptual link between hedonic shopping motivation and impulse buying behavior.
That is, consumers more likely engage in impulse buying when they are motivated by
hedonic desires or by non-economic reasons, such as fun, fantasy, and social or
emotional gratification (Hausman, 2000; Rook, 1987). Since the shopping experience
goal is to satisfy hedonic needs, products purchased during these excursions appear to
be selected without prior planning and they represent an impulse buying event.
Fashion-oriented impulse buying behavior is motivated by new versions of fashion
styles and brand image salience which drive consumers to hedonic shopping
experiences (Goldsmith and Emmert, 1991).
Fashion-oriented
impulse buying
behavior
437
Figure 1.
Proposed model for
fashion-oriented impulse
buying behavior
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Cronbachs alpha established inter-item reliability between items. The structural model
applied the causal relationships among these latent variables to test the hypotheses
(see Figure 1). The overall fit of the model was assessed by chi-square (x 2), goodness of
fit index (GFI), adjusted goodness of fit index (AGFI), and root mean squared residual
(RMR).
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impulse buying
behavior
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Variables
Fashion involvement
X1
I usually have one or more outfits of the very latest style
X2
An important part of my life and activities is dressing smartly
X3
I am interested in shopping at boutique or fashion specialty
stores rather than at department stores for my fashion needs
X4
I usually dress for fashion, not comfort, if I must choose
between two
Positive emotion
Y1
Excited
Satisfied
Hedonic consumption tendency
Y3
I want to satisfy my sense of curiosity
Y4
I want to be offered new experiences
Y5
I want to feel like Im exploring new worlds
Fashion-oriented impulse buying
Y6
I buy clothing with a new style if I see it
Y7
I buy to try out a garment with a new feature
Y8
I like to buy new clothing that just came out
Factor
Variance
loading Reliability extracted
0.82
0.62
0.84
0.80
0.91
0.83
0.93
0.82
0.85
0.81
0.70
0.79
0.96
0.82
0.91
0.94
0.87
0.97
0.83
0.92
Table I.
Measurement model
results
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variables for hedonic consumption tendency (Y3-Y5), and three observed Y variables
for fashion-oriented impulse buying (Y6-Y8). Overall, the coefficients of factor loading
(lij) on the latent constructs ranged from 0.70 to 0.96 (p , 0:001). Reliabilities of the
latent variables ranged from 0.82 to 0.93 and confirmed the measurement model was
valid and reliable (see Table I).
Descriptive analysis revealed above midpoint mean scores for each research
construct: fashion involvement (M 4:62), positive emotion (M 4:89), hedonic
consumption tendency (M 4:39), and fashion-oriented impulse buying (M 4:63).
This finding supported previous studies where younger consumers tended to have
fashion involvement (Fairhurst et al., 1989; OCass, 2000, 2004) and shopped for
hedonic needs that encouraged impulse buying (Hausman, 2000; Piron, 1991; Rook,
1987).
Structural model. For testing the hypotheses, a proposed model was estimated to
examine causative relationships among latent variables. A structural equation model
generated the x 2) value of 83.32 with 45 degrees of freedom, which was statistically
significant (p , 0:01). If the x 2-value is below the significance level of 0.05, then the
data do not fit the model well. However, x 2-value is sensitive to sample size, and a
large sample (n . 200) can generate a significantly poor fit even though the model may
explain the data well (Bagozzi and Yi, 1988). Therefore, the model fit was judged using
alternative fit indexes that were within the ranges for model acceptance (GFI 0:94,
AGFI 0:89) and exceeded the 0.09 standard for model fit (Kelly et al., 1996). In
addition, the RMR was 0.03, which indicated a good fit. Accordingly, the final model
illustrated in Figure 2 was deemed a good fit for testing the hypotheses.
Hypotheses testing
H1. Fashion involvement had a positive causal effect on positive emotion (g11 0:47,
p , 0:001). Consumers with high fashion involvement were more likely to experience
positive emotion (e.g. excited, satisfied) during shopping. This finding supported H1
and suggested consumers fashion involvement can increase emotional experiences
Figure 2.
Structural model for
fashion-oriented impulse
buying behavior
while shopping. Also, positive emotion while shopping can be a significant mediator in
encouraging impulse buying (Beatty and Ferrell, 1998; Sherma et al., 1997).
H2. Fashion involvement had a significant positive effect on hedonic consumption
(g21 0:64, p , 0:001). Consumers who had high involvement with the latest fashion,
shopping for their fashion needs, or dressing for fashion more likely exhibited a
hedonic tendency (e.g. sense of curiosity, new experiences, exploring new worlds)
during their shopping trip. Therefore, H2 was supported. This finding implied that
clothing as an experiential sensory product plays an important role in fulfilling hedonic
needs (e.g. novelty, diversion, stimulation) for shopping (Hausman, 2000).
H3. Fashion involvement had a direct significant effect on fashion-oriented impulse
buying behavior (g31 0:62, p , 0:001). Consumers with high fashion involvement
were more likely to buy clothing with a new style or that just came out if they saw it.
This finding supported H3 and suggested that fashion involvement encourages
fashion-oriented impulse buying behavior.
H4. Hedonic consumption related significantly to positive emotions (b12 0:37,
p , 0:001). Consumers felt more excited and satisfied during their shopping trips
when they expressed curiosity, the need for new experience, and feeling like they were
exploring new worlds. This finding supported the involvement of hedonic or
experiential shopping motivations in satisfying emotional or expressive needs, such as
fun, relaxation, and gratification (Bloch et al., 1991; Roy, 1994). Moreover, this finding
was consistent with previous research that found consumers positive feelings (e.g. fun,
psychological lift) were associated with hedonic shopping experiences and the novelty
aspects of hedonic shopping (Hausman, 2000). Therefore, H4 was supported.
H5. There was no significant direct effect of hedonic consumption tendency on
fashion-oriented impulse buying. This result did not support a notion that impulse
buying behavior is a form of hedonically-related consumption (Bayley and Nancarrow,
1998). It may be that fashion-oriented impulse buying is motivated more likely by
consumers perception of a new design or style (Han et al., 1991). Furthermore, hedonic
consumption tendency is more likely to increase consumers shopping motivations to
fulfill their hedonic desires (Hausman, 2000; Piron, 1991), such as an in-store emotional
experience (Yoo et al., 1998) that eventually leads to impulse buying behavior. Thus,
H5 was not supported. However, there was a significant indirect effect for hedonic
consumption tendency on fashion-oriented impulse buying via the mediating positive
emotion [b12 b31 0:09, t 2:62, p , 0:01]. Researchers (Beatty and Ferrell,
1998; Cha, 2001) have documented that positive emotion serves as a critical mediator in
the relationship between hedonic consumption tendency and fashion-oriented
impulsive buying in market environments. This supports the importance of
consumers emotional response in encouraging apparel impulse buying.
H6. Positive emotion produced a positive effect on fashion-oriented impulse buying
when shopping (b12 0:23, p , 0:01). Consumers with positive feelings, such as being
excited and satisfied, impulsively bought fashion products more during their shopping
trip. This finding supported the tendency of positive emotional states to reduce
decision complexity, leading to impulse buying (Babin and Babin, 2001; Hausman,
2000; Youn and Faber, 2000). H6 was supported. This finding suggested that emotional
states play an important role in decision making for impulse buying clothing. When
compared to the effect of positive emotion (b12 0:23), fashion involvement had a
greater effect on fashion-oriented impulse buying (g31 0:62). This result implied that,
Fashion-oriented
impulse buying
behavior
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enhance impulse purchase enablers such as extending credit and store hours. Further
research is needed on this aspect.
This study has limitations. First, the data were collected from students at one
university in the USA which limits generalizations. Another limitation was using
only three variables (fashion involvement, hedonic consumption tendency, and
positive emotion) related to fashion-oriented impulse buying. Furthermore, the
study is limited by the generic use of fashion products rather than types or brands.
Further research should attempt to improve on the results of this study. First, more
representative samples are needed that include broader geographic locations and
cross-national comparisons. Second, fashion-oriented impulse buying needs to be
extended to include other consumer characteristics and situational variables such as
personality, status consumption tendencies, shopping enjoyment, loyalty, time
available, and money available. Third, this study could be extended to branding or
different fashion product categories (e.g. apparel, home furnishings, cosmetics,
accessories). Another extension would be to investigate on-line shopping and
emphasize impulse buying of specific brands and what these brands mean to the
impulse buying consumer. Finally, there is a need to empirically test the
conceptualization of impulse buying related to fashion products. This could be
accomplished using the measures in different settings with different fashion
products, and by discriminating impulse buying between fashion product categories
and brands within the each category.
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