The Role of Hedonic Consumption Tendency and Positive Emotion in Mediating the Influence of Fashion Involvement on Impulsive Buying

Q3 Economics, Econometrics and Finance

World Review of Entrepreneurship, Management and Sustainable Development Pub Date : 2022-11-17 DOI:10.37715/rme.v6i2.3157

Sandi Satria, Thomas S. Kaihatu

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引用次数: 1

Abstract

Fashion products are one of the most popular types of products and are often purchased by people in general especially in Indonesia. Many individuals are willing to spend a lot of time just to improve the appearance in order to be able to follow the fashion trends that occur at certain time. This thing that becomes the reason why many consumers often make un- planned purchase of fashion products or in other words do impulsive buy- ing. This research is done to find out the contribution of fashion involve- ment, hedonic consumption tendency, and positive emotion on impulsive buying, then the contribution of fashion involvement on hedonic consump- tion tendency and positive emotion, and the effect of hedonic consump- tion tendency and positive emotion in mediating the influence of fashion involvement on impulsive buying. Data collection in this research is done by distributing 120 questionnaire method using Google form to the cus- tomers who have ever purchased fashion products at Beachwalk Bali mall. In this research, sampling is done with purposive sampling method. The questionnaires that are feasible to be analyzed are 97 questionnaires. The results of this research indicate that (1) fashion involvement, hedonic con- sumption tendency, and positive emotion affect positive and significant on impulsive buying, (2) fashion involvement affects positive and significant on hedonic consumption tendency and positive emotion, and (3) hedonic consumption tendency. and positive emotion partially mediate the relation between fashion involvement on impulsive buying. Keywords: fashion; fashion involvement; hedonic consumption tendency; positive emotion; impulsive buying

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享乐消费倾向和积极情绪在时尚涉入对冲动性购买的中介作用

时尚产品是最受欢迎的产品之一，人们经常购买，尤其是在印度尼西亚。许多人愿意花很多时间只是为了改善外表，以便能够跟随某个时间发生的时尚潮流。这就成为了许多消费者经常在没有计划的情况下购买时尚产品，或者说冲动购买的原因。本研究首先探讨时尚涉入、享乐消费倾向和积极情绪对冲动性购买的影响，然后探讨时尚涉入对享乐消费倾向和积极情绪的影响，以及享乐消费倾向和积极情绪在时尚涉入对冲动性购买的中介作用。本研究的数据收集是通过使用Google表格向曾经在Beachwalk Bali购物中心购买时尚产品的顾客发放120份问卷的方法完成的。本研究采用目的性抽样方法进行抽样。可分析的问卷有97份。研究结果表明:(1)时尚卷入、享乐主义消费倾向和积极情绪对冲动购买有正向显著影响;(2)时尚卷入对享乐主义消费倾向和积极情绪有正向显著影响;(3)享乐主义消费倾向有正向显著影响。积极情绪在时尚涉入对冲动购买的影响中起到部分中介作用。关键词:时尚;时尚的参与;享乐消费倾向;积极情绪;冲动购买

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来源期刊

World Review of Entrepreneurship, Management and Sustainable Development Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： WREMSD is a multidisciplinary refereed journal on issues that will be central to management and sustainable development around the world. The general theme of WREMSD has been very carefully chosen to include business and entrepreneurship management and the challenges these represent in terms of global competitiveness and sustainable development. To achieve competitiveness in business and management, individuals and institutions need essential knowledge on a broad spectrum of concepts and issues that affect business around the world.