Assessing and Predicting Apparel Impulse Buying
2
조회
0
다운로드
3
인용
0
참고문헌
키워드
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.
Abstract
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.
참고문헌 (33)
- Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103, pp.411~423 (1988)
- Babin, B., "Work and", or fun : measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
- Bayley, G., "Impulse purchasing : A qualitative exploration of the phenomenon", Qualitative Market Research, 1(2), pp.99~114 (1998)
- Beatty, S. E., "Impulse buying : Modeling its precursors", Journal of Retailing, 74, pp.169~191 (1998)
- Bloch, P. H., "Extending the concept of shopping : An investigation of browsing activity", Journal of the Academy of Marketing Science, 17(1), pp.13~21 (1989)
- Cha, G., "Planned and unplanned apparel purchase typology and related variables", 석사, pp.2001
- Chang, E., "Gender differences in the dimensional structure of apparel shopping satisfaction among Korean consumers : The role of hedonic shopping value", Clothing and Textiles Research Journal, 22(4), pp.185~199 (2004)
- Dittmar, H., "Gender identity, and material symbols : Objects and decision considerations in impulse purchases", Journal of Economic Psychology, 16, pp.491~511 (1995)
- Dittmar, H., "Object, decision and considerations and self image in men’s and women’s impulse purchases", International Journal of Psychonomics, 93(1), pp.187~206 (1996)
- Earl, P.E., "Latent demand and the browsing shopper", Managerial and Decision Economics, 21(3), pp.111~122 (2000)
- Forney, J. C., "A cross-cultural of apparel impulse buying between U. S. and Korean generation Y consumers", TAFCS Research Journal, 1(9), pp.5~6 (2004)
- Forney, J. C., "Browsing perspectives for impulse buying behavior of college students", TAFCS Research Journal, 1(1), pp.1~3 (2009)
- Han, Y. K., "Impulse buying behaviour of apparel purchasers", Clothing and Textiles Research Journal, 9, pp.15~21 (1991)
- Hausman, A., "A multi-method investigation of consumer motivations in impulse buying", Journal of Consumer Marketing, 17(5), pp.403~419 (2000)
- Hirschman, E. C., "Hedonic consumption : Emerging concepts, methods, and propositions", Journal of Marketing, 46, pp.92~101 (1982)
- Isen, A., "The influence of positive affect on decision-making and cognitive organization", Advances in Consumer Research, 11, pp.534~537 (1984)
- Jones, M. A., "The product-specific nature of impulse buying tendency", Journal of Business Research, 56(7), pp.505~511 (2003)
- Jöreskog, K. G., "LISREL 8: Users Reference Guide", SSI Scientific Software International, ~ (2002)
- Kacen, J. J., "The influence of culture on consumer impulsive buying behavior", Journal of Consumer Psychology, 12(2), pp.163~176 (2002)
- Jaeha Lee, "Buying Fashion Impulsively: Environmental and Personal Influences", Journal of Global Fashion Marketing, 1(1), pp.30~39 (2010), 한국마케팅과학회[DOI]
- Madhavaram, S. R., "Exploring impulse purchasing on the Internet", Advances in Consumer Research, 31, pp.59~66 (2004)
- 박은주, "패션제품 충동구매행동에 대한 브라우징의 중재효과", 한국의류학회지, 29(9,10), pp.1340~1348 (2005), 한국의류학회
- 박은주, "Effects of Consumer Tendencies and Positive Emotion on Impulse Buying Behavior for Apparel", 한국의류학회지, 32(6), pp.980~990 (2008), 한국의류학회
- Park, E. J., "A structural model of fashion-oriented impulse buying behavior", Journal of Fashion Marketing and Management, 10(4), pp.433~446 (2006)
- Park, J., "Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context", The Journal of Consumer Marketing, 23(2), pp.58~68 (2006)
- Phau, I., "Profiling fashion innovators : A study of self-concept, impulse buying and Internet purchase intent", Journal of Fashion Marketing and Management, 8(4), pp.399~411 (2004)
- Piron, F., "Defining impulse purchasing", Advances in Consumer Research, 18, pp.509~513 (1991)
- Sherma, E., "Store environment and consumer purchase behavior : Mediating role of consumer emotions", Psychology & Marketing, 14(4), pp.361~378 (1997)
- Sherry, J., "A sciocultural analysis of a midwestern American flea market", Journal of Consumer Research, 17, pp.13~30 (1990)
- Weun, S., "The development and validation of the impulse buying tendency scale", Psychological Reports, 82, pp.123~1133 (1998)
- Wood, M., "Socio-economic status, delay of gratification, and impulse buying", Journal of Economic Psychology, 19(3), pp.295~320 (1998)
- Yoo, C., "Effects of store characteristics and in-store emotional experiences on store attitude", Journal of Business Research, 42(3), pp.253~263 (1998)
- Youn, S., "Impulse buying : Its relation to personality traits and cues", Advances in Consumer Research, 27, pp.179~185 (2000)