JOURNAL BROWSE
Search
Advanced SearchSearch Tips
Consumer Regulatory Focus and Impulse Buying of Apparel
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • Journal title : Fashion business
  • Volume 19, Issue 6,  2015, pp.1-13
  • Publisher : The Korean Society of Fashion Business
  • DOI : 10.12940/jfb.2015.19.6.1
 Title & Authors
Consumer Regulatory Focus and Impulse Buying of Apparel
Lee, Goeun; Lee, Yoon-jung;
  PDF(new window)
 Abstract
This study aimed to determine the relationship between consumer regulatory focus and impulse buying of apparel products and the mediating effect of consumer fashion innovativeness. A large portion of consumer buying behavior is based on impulse. However, impulse buying is difficult to predict; moreover, factors that explain consumers' impulse buying tendencies are not yet fully identified. In this study, consumer regulatory focus was considered as a factor that explains consumers' impulse buying tendencies. The purpose of this study was to examine how fashion innovativeness and impulse buying tendencies differ, based on the consumer regulatory focus. A structural equation modeling was conducted to validate the research model. A questionnaire agency conducted online survey for 1 week and of the 400 copies distributed, total of 400 were collected. Promotion-focus and fashion innovativeness were positively correlated, which in turn had an effect on rational, emotional, and situational impulse buying. The promotion-focus had a negative effect on fashion innovation, but a positive effect on emotional impulse buying. On the other hand, prevention-focus had negative effect on emotional impulse buying, and situational impulse buying. Consumer regulatory focus and fashion innovativeness were useful predictors different consumer tendencies of impulse buying of apparel.
 Keywords
apparel purchase;consumer regulatory focus;fashion innovativeness;impulse buying tendencies;
 Language
English
 Cited by
 References
1.
Brakus, J. J., Herzenstein, M., & Posavac, S. S. (2007). Adoption of New and Really New Product. Journal of Marketing Research, 44(May). 251-260. crossref(new window)

2.
Choo, H. J., & Jun, D. G. (2010). A study on the clothing involvement, fashion innovativeness, impulse buying, and brand loyalty of male university students. Journal of the Korean Society of Clothing and Textiles, 34(3), 424-436. crossref(new window)

3.
Chung, E. J. (2001). The Effect of Regulatory Focus on Risk Taking. The Korean Journal of Social and Personality Psychology, 25(2), 209-220.

4.
Crowe, E. & Higgins, E. T. (1997). Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-making. USA: Colombia University.

5.
Forste. J., & Werth, L. (2007). Regulatory Focus Influences Consumer Behavior. European Journal of Social Psychology, 37, 33-51. crossref(new window)

6.
Goldsmith, R. E. (2001) Using the Domain Specific Innovativeness Scale to Identify Innovative Internet Consumer. Internet Research, 11(2), 149-158. crossref(new window)

7.
Higgins, E. T. (1998). Promotion and Prevention: Regulatory Focus as a Motivational Principle. Advances in Experimental Social Psychology, 30, 1-46. crossref(new window)

8.
Hoch, S. J., & Rook. D. W. (1985). Consumer Impulses. Advances in Consumer Research, 12. 15-27.

9.
Jeon, D. K.(2007). Effects of Clothing Consumers' Innate Innovativeness on Fashion Innovativeness and Fashion Adoption (Unpublished doctoral dissertation). Seoul National University, Seoul, Korea.

10.
Jo, E. H., & Lee, B. K. (2009). The Effects of Consumer Innovativeness and Self-regulatory Focus on the Adoption of New Products. Journal of Advertising, 20(1), 127-143.

11.
Kang, E. M., & Park, E. J.(2001). The Effects of Consumer's Psychological Characteristics on the Impulse buying Behavior of Apparels. Journal of the Korean Society of Clothing and Textiles, 25(3), 586-597.

12.
Kim, K. S. (2001). AMOS Analysis Structural Equation Modeling. Seoul: Data Solution.

13.
Kollat, D. T., & Willett, R. P. (1967). Consumer Impulse Purchasing Behavior. Journal of Marketing Research, 4(February), 21-31. crossref(new window)

14.
Ko, E. J., & Yoon, S. Y. (2004). Impact of Fashion Brand Personality on Brand Preference and Purchase Intention. Journal of Global Academy of Marketing Science, 14, 59-80. crossref(new window)

15.
Ko, S. Y. (1993). The Study on the Impulse Buying of Clothing Products. (Unpublished master's thesis). Seoul National University, Seoul, Korea.

16.
Ko, S. H., & Hwang, S. J. (2011). The Influence of the Suitability of the Chronic Regulatory Focus and the Advertising Message Type on the Evaluation of Beauty Product. Journal of Fashion Business, 15(2), 1-11.

17.
Ko. S., & Yeo. J. (2010). A Study for the Effect of Regulatory Fit on Beauty Service and Product. Journal of Fashion Business, 14(4), 1-9.

18.
Kwon, S. U., Park, J. C., & Ryu, K. S. (2006). The Effect of Regulatory Focus on the Choice of a Compromise Option. Korea Marketing Association, 21(4), 49-65.

19.
Lee, S. H. (2005). Influencing Factor on Internet Shopping Addiction. Journal of Fashion Business, 9(5), 114-121.

20.
Nam, S. K. (2005). Consumer Self-regulation Model and Impulsive Purchasing Behavior. Journal of Korean Psychology, 6(3), 61-77.

21.
Park, J. J. (2004). The Impact of the Consumer's Innovativeness on Online Shopping Behavior. Journal of Advertising, 63, 79-101.

22.
Park, J. M. (2004). Consumers' Behavioral Patterns Related to the Compulsive Purchase Disposition. The Korean Journal of Advertising and Public Relations, 6(1), 39-74.

23.
Rhee, E. Y. (1997). Fashion Marketing. Seoul: Kyomoonsa.

24.
Rhee, Y. J. (2007). A Study on the Relationship Between Risk Dimensions of Apparel Involvement and Online Impulse Buying Behavior. Journal of the Korean Society of Clothing and Textiles, 28(2), 348-359.

25.
Stern, H. (1962). The Significance of Impulsive Buying Today. Journal of Marketing, 26(2), 59-62. crossref(new window)

26.
Suh, Y. H. (2013). The Moderating Effects of Clothing Consumer's Regulatory Focus on the Relationship Between Shopping Experience and Impulse Buying. Management Information Systems Review, 32(2), 237-257.

27.
Yang, Y. (2002). The Differences in Consumer Innovation and Information Acquisition Behavior based on Impulse Buying Tendency. Journal of Advertising, 57, 53-74.