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Impact of Fashion Involvement and Hedonic Consumption on Impulse Buying Tendency of Sri Lankan Apparel Consumers: The Moderating Effect of Age and Gender

Authors:

V.K. Colombage ,

NSBM Green University, LK
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D.T. Rathnayake

University of Sri Jayewardenepura, LK
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Abstract

Fashion and clothing are the foremost aspects of human life. Previous studies have identified many variables as antecedents of fashion-related impulse purchases. The role of fashion involvement and hedonic consumption as predictors of fashion-related impulse buying are less examined. Extant literature suggests that there can be a moderating effect of age and gender on the relationship between fashion involvement, hedonic consumption, and impulse purchases of apparels. This research aims to examine the impact of fashion involvement and hedonic consumption on the impulse buying tendency of Sri Lankan apparel consumers with the moderating effect of age and gender. The study was guided by the positivistic paradigm. The researcher employed a single cross-sectional design for the study, and the population was Sri Lankan apparel consumers who were above twenty years old. The sample of the study was drawn from the Colombo district, where 324 responses were obtained using a structured questionnaire. According to statistical analysis, there was a positive impact of fashion involvement and hedonic consumption on the impulse buying tendency of Sri Lankan apparel consumers. Further, the researcher examined the moderating effect of age and gender on relationships between fashion involvement, impulse buying and hedonic consumption. However, it was revealed that there is no significant moderating effect from age and gender on the aforesaid relationship. Based on the findings of the study, it is suggested to practitioners of fashion retailing to stimulate and fulfil hedonic needs and desires of fashion consumers to persuade consumers for more fashion-oriented impulse purchases. Future studies under the same topic could be conducted with cultural influences on the impulse purchase of fashions and situational factors such as time and money availability.

How to Cite: Colombage, V. K., & Rathnayake, D. T. (2020). Impact of Fashion Involvement and Hedonic Consumption on Impulse Buying Tendency of Sri Lankan Apparel Consumers: The Moderating Effect of Age and Gender. NSBM Journal of Management, 6(2), 23–55. DOI: http://doi.org/10.4038/nsbmjm.v6i2.58
Published on 01 Dec 2020.
Peer Reviewed

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