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Inaction Inertia Impacting Purchase Intention for Fashion Products and Moderation of Involvement

첫 페이지 보기
  • 발행기관
    국제인공지능학회(구 한국인터넷방송통신학회) 바로가기
  • 간행물
    International Journal of Internet, Broadcasting and Communication 바로가기
  • 통권
    Vol.16 No.3 (2024.08)바로가기
  • 페이지
    pp.346-354
  • 저자
    Eun-Jung Lee, Hye-Min Choi
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A456124

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원문정보

초록

영어
Time-limited promotions have become a popular strategy across various product categories including fashion mobile platforms. While consumer feel content and satisfied when they get this , those who miss the opportunity may develop negative feelings and tend to give up on additional price discounts. This phenomenon, known as inaction inertia, has been a crucial subject of consumer behavior research. However, the underlying mechanism within the context of fashion consumption has yet to be discussed. This study investigated whether consumers show inaction inertia when purchasing fashion products and whether involvement moderates product purchases in inaction inertia situations. Hypotheses were tested through an online survey with 336 Korean participants based on fictitious purchase scenarios. In the results, the hypothesized negative influence of inaction inertia on purchase intention for fashion products was statistically confirmed. Furthermore, the hypothesized moderation effect of involvement in the mechanism was confirmed - only within the high (vs. low) age group. To explain, the negative effect of inaction inertia significantly decreases among older consumers of high (vs. low) involvement levels. We contributed to the related academic flow by performing an experimental study on inaction inertia, which had relatively little empirical research compared to the influence confirmed in practice so far. We also provided a novel idea by demonstrating that the moderating effect of product involvement differs depending on the age group.

목차

Abstract
1. Introduction
2. Literature Review
2.1 Inaction Inertia in Time-Limited Promotions of Fashion Products
2.2 Category Involvement
3. Method
3.1 Study Design
3.2. Measurements
3.3. Analysis
4. Results and Discussion
4.1 Preliminary Analysis
4.2 Validity and Reliability
4.3 Hypotheses Testing
5. Conclusion
References

키워드

Inaction Inertia Fashion Consumption Involvement Purchase Intention

저자

  • Eun-Jung Lee [ Professor, Department of Fashion Design, Kookmin University, Korea ] Corresponding Author
  • Hye-Min Choi [ Student, Graduate School of Design, Kookmin University, Korea ]

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    국제인공지능학회(구 한국인터넷방송통신학회) [The International Association for Artificial Intelligence]
  • 설립연도
    2000
  • 분야
    공학>전자/정보통신공학
  • 소개
    인터넷방송, 인터넷 TV , 방송 통신 네트워크 및 관련 분야에 대한 국내는 물론 국제적인 학술, 기술의 진흥발전에 공헌하고 지식 정보화 사회에 기여하고자 한다.

간행물

  • 간행물명
    International Journal of Internet, Broadcasting and Communication
  • 간기
    계간
  • pISSN
    2288-4920
  • eISSN
    2288-4939
  • 수록기간
    2009~2025
  • 십진분류
    KDC 326 DDC 380

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