Evaluation of the Influence of Fashion Involvement, Personality Characteristics, Tendency to Hedonic Consumption and Store Environment on Fashion-Oriented Impulse Buying

Abstract

The present research investigates the influence of involvement in fashion, personality characteristics, tendency to hedonic consumption and store environment on customers' fashion-based impulse buying. Statistical population of the present research included all fashion apparel purchasers in Ghazvin City, Iran. Questionnaire was used as data gathering instrument. Simple random sampling method was used to pick sample members with equal chance of being selected. In order to distribute questionnaires, three main arcades (Iranians arcade, Al-Ghadir arcade and Narvan arcade) were used as they were the main centers for buying fashion clothing in Ghazvin City. In each of the arcades, 100 people were selected randomly to distribute the questionnaires among them. 278 valid questionnaires were finally returned. Structural equations modeling method was used for testing research hypotheses. Investigation of research hypotheses revealed that involvement in fashion influences customers' impulsive purchase both directly and indirectly through inspiring positive feelings. Store environment and personality traits were found to have significant and direct influence on fashion-based impulse purchasing. Further, tendency to hedonic consumption had an indirect and positive influence on fashion-based impulse buying through inspiring positive feeling.

DOI: 10.5901/mjss.2014.v5n16p223