Effect of the need for popularity on purchase decision involvement and impulse-buying behavior concerning fashion clothing
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Taylor & Francis Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Consumer researchers specifically interested in popularity have generally focused on either product popularity or brand popularity but have been largely silent on the subject of the need for popularity. Although a large number of studies have examined reference group influence on consumer behaviors, no research has yet evaluated the need for popularity in the consumption context. With this aim, the main purpose of this study is to investigate the effect of the need for popularity on purchase decisions and impulse-buying behavior concerning fashion clothing. Accordingly, this study explores the relationships between fashion clothing purchase decision involvement, need for popularity and fashion-oriented impulse buying. Using a sample of Amazon Mechanical Turk (MTurk) participants (n = 333), this study finds that (1) the need for popularity positively influences purchase decision involvement and impulse-buying behavior concerning fashion clothing and (2) the involvement in purchase decisions concerning fashion clothing positively influences fashionoriented impulse buying. This research advances the understanding of the need for popularity in the context of fashion consumption. Implications and limitations for future research are discussed and consumer researchers are called to pay attention to this promising research area.
Açıklama
Anahtar Kelimeler
Need for popularity, fashion-oriented impulse buying, purchase decision involvement, fashion clothing, consumer decisionmaking
Kaynak
Journal of Global Fashion Marketing
WoS Q Değeri
N/A
Scopus Q Değeri
Q1
Cilt
8
Sayı
2
