—This research aimed to explore the direct and indirect effects of consumer’s intrinsic variables on the impulse buying of customers toward fashion products in Ho Chi Minh City, Vietnam. Guided by impulse buying literature and previous research studies, the theoretical framework and hypotheses were developed to examine whether consumer behaviors including consumer’s need for uniqueness, consumer self-spending control, novelty–fashion consciousness and optimum stimulation level affected hedonic purchase which, in turn, influenced the impulse buying characteristic. Data were collected by using a structure questionnaire from 355 respondents in four most famous fashion malls in Ho Chi Minh City. Multiple Regressions and Path analysis were applied as main methods to test the hypotheses of the study. As a result, this study found direct impacts of consumer’s need for uniqueness and optimum stimulation level on impulse buying while hedonic purchase did moderate the effects of consumer self-spending control and novelty-fashion consciousness on impulse buying behavior. The results from this paper would be applied for both overseas and local fashion brands/retails to implement and turn into practical marketing activities to attract more impulse buyers.
—Impulse buying, indirect effects, hedonic purchase, intrinsic variables, fashion products.
Mai Ngoc Khuong and Ta Bao Tran are with the School of Business, International University, VNU-HCM, Vietnam (e-mail: firstname.lastname@example.org; email@example.com).
Cite: Mai Ngoc Khuong and Ta Bao Tran, "Factors Affecting Impulse Buying toward Fashion Products in Ho Chi Minh City — A Mediation Analysis of Hedonic Purchase," International Journal of Trade, Economics and Finance vol.6, no.4, pp. 223-229, 2015.