Consumer Behavior

Consumer Characteristics and the Moderating Roles of Product Presentation in Online Apparel Impulse Buying Behavior

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Abstract

The purpose of the study is to understand consumers’ online apparel impulse buying behavior. Hypotheses 1 and 2 examine if perceived hedonic value of apparel and perceived symbolic value of apparel are antecedents of apparel shopping impulsive tendency. Hypothesis 3 examines if impulsive tendency is a predictor of online apparel impulsive buying behavior. Hypothesis 4 examines if product presentations have significant moderating effects on the relationship between impulse tendency and online apparel impulsive buying behavior. Ten product presentation methods were tested. Results show that H1 to H3 are all supported. Hypothesis 4 is partially supported. Seven out of ten online presentation methods have significant moderating effects on the relationship between impulsive tendency and impulse buying. These findings show that to understand online apparel impulsive buying behavior, future researchers and marketers must also investigate the moderating effects (i.e., the interactions) between consumers’ internal personal factors and external marketing factors.

Keywords: consumer characteristics, product presentations, online apparel shopping, impulse buying, moderating effects

How to Cite:

Chen-Yu, J. H., Kincade, D. H. & Rhee, Y., (2022) “Consumer Characteristics and the Moderating Roles of Product Presentation in Online Apparel Impulse Buying Behavior”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13425