Consumer Regulatory Focus and Impulse Buying of ApparelConsumer Regulatory Focus and Impulse Buying of Apparel
- Other Titles
- Consumer Regulatory Focus and Impulse Buying of Apparel
- Authors
- 이고은; 이윤정
- Issue Date
- 2015
- Publisher
- 한국패션비즈니스학회
- Keywords
- apparel purchase; consumer regulatory focus; fashion innovativeness; impulse buying tendencies
- Citation
- 패션 비즈니스, v.19, no.6, pp.1 - 13
- Indexed
- KCI
- Journal Title
- 패션 비즈니스
- Volume
- 19
- Number
- 6
- Start Page
- 1
- End Page
- 13
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/95374
- DOI
- 10.12940/jfb.2015.19.6.1
- ISSN
- 1229-3350
- Abstract
- This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness . A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers’ impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers’ impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - College of Education > Department of Home Economics Education > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.