Effect of the need for popularity on purchase decision involvement and impulse-buying behavior concerning fashion clothing

Hakan Cengiz

Journal of Global Fashion Marketing, 2017, vol. 8, issue 2, 113-124

Abstract: 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 fashion-oriented 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.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2016.1257358 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:113-124

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2016.1257358

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().