A Model of Fashion-Oriented Impulse Buying Behaviour–A Case Study of Portuguese Consumers

Consumers’ impulse buying behaviour has been for many years one of the areas of study of behavioural economics. Recent developments in the behavioural economics’ theory show the importance there is to conduct research on the departures from the homo economicus portrayed in mainstream economics and n...

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Bibliographic Details
Main Author:	da Silva Ferreira Santos, Daniela Alves
Format:	Dissertation
Language:	English
Published:	ProQuest Dissertations & Theses 01-01-2019
Subjects:	Behavioral psychology Consumer behavior Decision making European Studies Psychology Purchasing Rationality
Online Access:	Get full text
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Summary:	Consumers’ impulse buying behaviour has been for many years one of the areas of study of behavioural economics. Recent developments in the behavioural economics’ theory show the importance there is to conduct research on the departures from the homo economicus portrayed in mainstream economics and neoclassical theory to show a more complete picture of decision-making. Building on an existent model on fashion-oriented impulse buying from Joo Park et al. (2006), this study aims to determine whether involvement, especially involvement with fashion clothing and hedonic consumption tendency leads to a more fashionoriented impulse buying behaviour from the consumers. Based on a review of the literature on impulse buying, fashion involvement, and hedonic consumption tendency, an online questionnaire was administered to a convenience sample of 276 individuals in Portugal. Respondents were asked to answer questions on their sociodemographic profile and 5-point Likert-type questions on the subject that is being studied. Analysis of the responses demonstrated that an individual with a higher hedonic consumption tendency is more likely to engage in fashion-oriented impulse buying and also that an individual with a higher degree of fashion involvement has a higher hedonic consumption tendency. Further research is suggested to not only identify other motivations that lead to fashion-oriented impulse buying but also to raise awareness of the importance of the field of behavioural economics in getting a bigger picture of consumer behaviour.
ISBN:	9798835568215