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

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, gratificatio...

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Main Author:	Intan Mudhrika Ayu Jihek
Format:	Thesis
Language:	English
Published:	2013
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/8935/1/mt0000000315.pdf
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id	my-ums-ep.8935
record_format	uketd_dc
spelling	my-ums-ep.89352017-10-26T02:11:37Z Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu 2013 Intan Mudhrika Ayu Jihek HF Commerce 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. 2013 Thesis https://eprints.ums.edu.my/id/eprint/8935/ https://eprints.ums.edu.my/id/eprint/8935/1/mt0000000315.pdf text en public masters University Malaysia Sabah School of Business and Economics
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Intan Mudhrika Ayu Jihek Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
description	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.
format	Thesis
qualification_level	Master's degree
author	Intan Mudhrika Ayu Jihek
author_facet	Intan Mudhrika Ayu Jihek
author_sort	Intan Mudhrika Ayu Jihek
title	Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
title_short	Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
title_full	Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
title_fullStr	Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
title_full_unstemmed	Examining hedonic motives and external factors affecting impulse buying of apparels among consumers in Kota Kinabalu
title_sort	examining hedonic motives and external factors affecting impulse buying of apparels among consumers in kota kinabalu
granting_institution	University Malaysia Sabah
granting_department	School of Business and Economics
publishDate	2013
url	https://eprints.ums.edu.my/id/eprint/8935/1/mt0000000315.pdf
_version_	1747836351891374080

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

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