Undergraduate Research

The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior

---

Abstract

This study examines how consumers' fashion involvement, online product information, and recommendations affect consumers’ impulse buying behavior. As online product recommendation sources influence consumers’ online product choices, product recommendations may affect their impulse buying behavior. This study focuses on consumers’ online impulse buying behavior for fashion products. The stimulus-organism-response model has been used as a theoretical framework for studies that seek to understand factors driving online impulse buying. A total of 570 Amazon Mechanical Turk workers participated in the survey. After discarding incomplete responses, 506 valid responses were used for the data analysis. The results showed that fashion involvement and online product information and recommendations directly influence consumers’ perceived value. The study revealed that perceived value predicts online impulse buying for fashion products. Thus, marketers should include product attributes (e.g., diverse angles of photos) and non-product features (e.g., product recommendations) on the website to enhance the consumer’s value perception.  

Keywords: fashion involvement, online product presentation, perceived value, online impulse buying

How to Cite:

Buford, S., Cho, E., Kim, K. & Hubert, S. K., (2023) “The Effects of Fashion Involvement and Product Presentation on Consumers’ Online Impulse Buying Behavior”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17060