A structural model of
fashion-oriented impulse
buying behavior
Eun Joo Park
Dong-A University, Busan, Korea, and
Eun Young Kim and Judith Cardona Forney
School of Merchandising and Hospitality Management,
University of North Texas, Denton, Texas, USA
Abstract
Purpose †This study aims to examine the causal relationships among fashion involvement, positive
emotion, hedonic consumption tendency, and fashion-oriented impulse buying in the context of
shopping.
Design/methodology/approach †A self-administered questionnaire developed from the literature
was administered to 217 college students during a scheduled class. They were enrolled at one
metropolitan university in a southwestern state in the USA. A structural equation model using a
correlation matrix with maximum likelihood was estimated by LISREL 8.53.
Findings †Fashion involvement and positive emotion had positive effects on consumers’
fashion-oriented impulse buying behavior with fashion involvement......

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Title: A Structural Model Of Fashion Oriented Impulse Buying Behavior
Approximate Word Count: 5546
Approximate Pages: 23 (250 words per double-spaced page)

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