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http://dx.doi.org/10.7741/rjcc.2013.21.1.117

Influence of time pressure on the purchase decision making process in apparel shopping  

Moon, Ji-Young (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.21, no.1, 2013 , pp. 117-128 More about this Journal
Abstract
Studies show that time pressure affects the purchase decision-making process of consumers. However, in the case of apparel shopping, few studies have looked into the influence of time pressure on the purchase decision-making process. This study aims to determine how perceived time pressure in apparel shopping, time pressure situations, and product type and the interactions between these variables influence the clothing purchase process. An empirical study was conducted among males and females in their 20s and 30s. Perceived time pressure in apparel shopping was measured using four items. Time pressure situations and product types were given in the form of scenarios. A $2{\times}2{\times}2$ experimental design was used, and perceived time pressure in apparel shopping, time pressure situations, and product type were used to create eight different situations. The dependent variables included decision-making speed, anticipated regret, and anticipated purchase satisfaction. Data from 512 subjects were collected through an online data collection. Results showed that the high perceived time pressure group and the shopping situation with time pressure involved a significantly high level of decision-making time, anticipated regret, and anticipated purchase satisfaction. Marketers must understand the real-time pressure situations of consumers.
Keywords
perceived time pressure; decision making speed; anticipated regrets; anticipated purchase satisfaction;
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Times Cited By KSCI : 4  (Citation Analysis)
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