Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu

Intan Mudhrika Ayu Jihek, (2013) Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu. Masters thesis, University Malaysia Sabah.


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The purpose of this study is to examine the influence of hedonic motivations and external factors on impulse buying in the context of apparels. In this study, hedonic motivations is conceptualized as a multidimensional construct which consists of six dimensions (i.e adventure shopping, gratification shopping, role shopping, value shopping, social shopping and idea shopping), meanwhile external factors consists of three dimensions (i.e store display, salesperson and price promotion). Besides that, impulse buying which acts as the dependent variable in this study consists of two dimensions, namely cognitive and affective impulse buying. The participants in this study were consumers from the age of 18 and above in the area of Kota Kinabalu. Multiple regression analysis was employed to analyze the relationship between hedonic motivations, external factors and impulse buying. The results show that cognitive impulse buying was significantly influenced by three dimensions of hedonic motivations; namely gratification shopping, idea shopping and value shopping. In addition, the results also revealed store display and price promotion significantly influenced cognitive impulse buying among the consumers. On the other hand, the analysis revealed that there is a significant relationship between affective impulse buying and five dimensions of impulse buying, with social shopping is shown to be the only hedonic motivation that was found insignificant. Furthermore, only store display significantly influence affective impulse buying among the consumers. The results imply that marketers should focus on setting up eye-catching window display and in-store display to trigger impulse buying, as well as creating a better store atmosphere for the consumers to feel more excited and positive while browsing in the store. Limitations of the study and recommendations for future researchers are also presented in this study.

Item Type: Thesis (Masters)
Uncontrolled Keywords: hedonic motivation, external factor, impulse buying, apparel
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 05 May 2014 04:46
Last Modified: 26 Oct 2017 02:11
URI: http://eprints.ums.edu.my/id/eprint/8935

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