International Journal of Internet, Broadcasting and Communication

  • 제16권3호
  • /
  • Pages.346-354
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  • 2024
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  • 2288-4920(pISSN)
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  • 2288-4939(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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Inaction Inertia Impacting Purchase Intention for Fashion Products and Moderation of Involvement

  • Eun-Jung Lee (Department of Fashion Design, Kookmin University) ;
  • Hye-Min Choi (Graduate School of Design, Kookmin University)
  • 투고 : 2024.07.14
  • 심사 : 2024.07.26
  • 발행 : 2024.08.31
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초록

Time-limited promotions have become a popular strategy across various product categories including fashion mobile platforms. While consumer feel content and satisfied when they get this , those who miss the opportunity may develop negative feelings and tend to give up on additional price discounts. This phenomenon, known as inaction inertia, has been a crucial subject of consumer behavior research. However, the underlying mechanism within the context of fashion consumption has yet to be discussed. This study investigated whether consumers show inaction inertia when purchasing fashion products and whether involvement moderates product purchases in inaction inertia situations. Hypotheses were tested through an online survey with 336 Korean participants based on fictitious purchase scenarios. In the results, the hypothesized negative influence of inaction inertia on purchase intention for fashion products was statistically confirmed. Furthermore, the hypothesized moderation effect of involvement in the mechanism was confirmed - only within the high (vs. low) age group. To explain, the negative effect of inaction inertia significantly decreases among older consumers of high (vs. low) involvement levels. We contributed to the related academic flow by performing an experimental study on inaction inertia, which had relatively little empirical research compared to the influence confirmed in practice so far. We also provided a novel idea by demonstrating that the moderating effect of product involvement differs depending on the age group.

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