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Effects of Shopping Value, Positive Emotion and Urge to Buy Impulsively on E-impulse Buying for Apparel Products

쇼핑가치, 긍정적 감정 및 구매압박감이 의류제품의 e-충동구매에 미치는 영향

  • Kang, Eun-Mi (Dept. of Fashion Design, Dong-A University) ;
  • Liu, Jing (Dept. of Fashion Design, Dong-A University) ;
  • Park, Eun-Joo (Dept. of Fashion Design, Dong-A University)
  • 강은미 (동아대학교 패션디자인학과) ;
  • 유정 (동아대학교 패션디자인학과) ;
  • 박은주 (동아대학교 패션디자인학과)
  • Received : 2013.10.18
  • Accepted : 2013.12.30
  • Published : 2014.02.28

Abstract

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.

Keywords

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