1.  Instructor: Kate  Student: 王詩潔 Evelyn  Number: 9822620 1

2. This study explores a model of fashion- oriented impulse buying in conjunction with product involvement and experiential aspects of consumption including hedonic consumption tendency and positive emotion among college students. 2

3. Impulse buying behavior is a sudden, compelling, hedonically complex buying behavior in which the rapidity of an impulse decision process precludes thoughtful and deliberate consideration of alternative information and choices. (Bayley and Nancarrow, 1998) 3

4. Fashion-oriented impulse buying occurs when consumers see a new fashion product and buy it because they are motivated by the suggestion to buy new products. (Han et al., 1991) 4

5. Fashion-oriented impulse buying might be related more significantly to students with majors having high fashion involvement. Han et al. (1991) Ko’s (1993) finding implied that emotional factors (i.e. positive feelings) might lead to fashion-oriented impulse buying when shopping. 5

6. Involvement is the motivational state of arousal or interest evoked by a particular stimulus or situation, and displayed through properties of drive. (O’Cass, 2004) 6

7. Fashion clothing involvement related highly to personal characteristics (i.e. female and younger) and fashion knowledge, which in turn influenced consumer confidence in making purchase decisions. ( O’Cass, 2000 & 2004) 7

8. Emotion strongly influences actions including impulse buying. (Beatty and Ferrell,1998; Hausman, 2000; Rook and Gardner, 1993; Youn and Faber, 2000) Consumers in more positive emotional states tend to have reduced decision complexity and shorter decision times. (Isen, 1984) 8

9. While shopping, in-store emotion can influence purchase intentions and spending as well as perceptions of quality, satisfaction, and value. (Babin and Babin, 2001) 9

10. Hedonic consumption includes those behavioral aspects related to multi-sensory, fantasy, and emotional consumption which are driven by benefits such as fun using the product and aesthetic appeal. (Hirschman and Holbrook, 1982) 10

11. Consumers more likely engage in impulse buying when they are motivated by hedonic desires or by non-economic reasons, such as fun, fantasy, and social or emotional gratification. (Hausman, 2000; Rook, 1987) 11

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13. Estimates for the structural model for fashion- oriented impulse buying behavior were based on six hypotheses: H1. Fashion involvement has a positive effect on positive emotion during shopping. H2. Fashion involvement has a positive effect on fashion-oriented impulse buying behavior during shopping. 13

14. H3. Fashion involvement has a positive effect on hedonic consumption tendency. H4. Hedonic consumption tendency has a positive effect on positive emotion during shopping. H5. Hedonic consumption tendency has a positive effect on fashion-oriented impulse buying behavior during shopping. H6. Positive emotion has a positive effect on fashion-oriented impulse buying behavior during shopping. 14

15. The self-administered questionnaire (a seven-point rating scale) included four variables: Fashion involvement, Positive emotion, Hedonic consumption tendency, and Fashion-oriented impulse buying. 15

16. The sample was college students enrolled at one metropolitan university in a southwestern state in the USA. Usable data (217) 76% female 24% male Age 21~2453% Monthly income of US$201~ US$1,000 61% Spent less than US$200 per month (clothing) 75% 16

17. The measurement model and structural model using a correlation matrix with the maximum- likelihood were estimated simultaneously via LISREL 8.53. (Jo¨reskog and So¨rbom, 2002) Cronbach’s alpha established inter-item reliability between items. 17

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20. Fashion involvement and positive emotion had positive effects on consumers’ fashion-oriented impulse buying behavior with fashion involvement having the greatest effect. Hedonic consumption tendency was an important mediator in determining fashion-oriented impulse buying. 20

21. Retailers may encourage consumers’ positive emotion through strategies such as store design, product displays, package design, and sales. Other retail strategies might be to stress the relative rationality and non-economic rewards of impulse buying in advertising efforts. 21

22. The data were collected from students at one university in the USA which limits generalizations. The study was using only three variables (fashion involvement, hedonic consumption tendency, and positive emotion) related to fashion-oriented impulse buying. 22