Effect of the need for popularity on purchase decision involvement and impulse-buying behavior concerning fashion clothing
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Consumer researchers specifi cally interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity . Although a large number of studies have examined reference group infl uence on consumer behaviors, no research has yet evaluated the need for popularity in the consumption context. With this aim, the main purpose of this study is to investigate the eff ect of the need for popularity on purchase decisions and impulse-buying behavior concerning fashion clothing. Accordingly, this study explores the relationships between fashion clothing purchase decision involvement, need for popularity and fashion-oriented impulse buying. Using a sample of Amazon Mechanical Turk (MTurk) participants ( n = 333), this study fi nds that (1) the need for popularity positively infl uences purchase decision involvement and impulse-buying behavior concerning fashion clothing and (2) the involvement in purchase decisions concerning fashion clothing positively infl uences fashionoriented impulse buying. This research advances the understanding of the need for popularity in the context of fashion consumption. Implications and limitations for future research are discussed and consumer researchers are called to pay attention to this promising research area.
Abstract
Consumer researchers specifi cally interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity . Although a large number of studies have examined reference group infl uence on consumer behaviors, no research has yet evaluated the need for popularity in the consumption context. With this aim, the main purpose of this study is to investigate the eff ect of the need for popularity on purchase decisions and impulse-buying behavior concerning fashion clothing. Accordingly, this study explores the relationships between fashion clothing purchase decision involvement, need for popularity and fashion-oriented impulse buying. Using a sample of Amazon Mechanical Turk (MTurk) participants ( n = 333), this study fi nds that (1) the need for popularity positively infl uences purchase decision involvement and impulse-buying behavior concerning fashion clothing and (2) the involvement in purchase decisions concerning fashion clothing positively infl uences fashionoriented impulse buying. This research advances the understanding of the need for popularity in the context of fashion consumption. Implications and limitations for future research are discussed and consumer researchers are called to pay attention to this promising research area.
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