Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Consumer Regulatory Focus and Impulse Buying of Apparel

  • Lee, Goeun (Dept. of Home Economics, The Graduate School, Korea University) ;
  • Lee, Yoon-jung (Dept. of Education, Korea University)
  • Received : 2015.07.01
  • Accepted : 2015.10.14
  • Published : 2015.12.30
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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.

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References

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