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http://dx.doi.org/10.5805/SFTI.2017.19.3.280

Effects of Shopping Motives and Apps Browsing on Mobile Impulse Buying of Fashion Products  

Park, Eun Joo (Dept. of Fashion Design, Dong-A University)
Publication Information
Fashion & Textile Research Journal / v.19, no.3, 2017 , pp. 280-288 More about this Journal
Abstract
This study tested how the mobile impulse buying(m-impulse buying) of fashion products was related to shopping motives and mobile applications(apps) browsing in the context of mobile shopping. A total of 316 self-administered questionnaires were obtained from college students who had experienced m-impulse buying of fashion products during the most recent six months. A structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among shopping motives(e.g., hedonic shopping motive and utilitarian shopping motive), apps browsing, and m-impulse buying of fashion products(e.g., fashion-oriented impulse buying and pure impulse buying) by AMOS 21.0. Findings showed that hedonic shopping motive and utilitarian shopping motive had significant effects on apps browsing in their mobile shopping. Apps browsing had a significant effect on fashion-oriented impulse buying, but did not significantly effect on pure impulse buying of fashion products. Additionally, the hedonic shopping motive had directly significant effects on both fashion-oriented impulse buying and pure impulse buying, whereas the utilitarian shopping motive significantly effected on only the pure impulse buying of fashion products in their shopping. This study suggests that the hedonic shopping motive played an important role to determine the m-impulse buying of fashion products and the utilitarian shopping motive played a role in activating apps browsing relevant to mobile shopping for fashion products. Managerial implications are discussed for retailers related to the fashion products in mobile shopping.
Keywords
mobile impulse buying; shopping motives; apps browsing; fashion-oriented impulse buying; pure impulse buying;
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Times Cited By KSCI : 14  (Citation Analysis)
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