* V I C T O R R I N G H A R D P A T T I P E I L O H YR O F I A T Y

M . S . I D R U S

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The Influence of the availability of Money and Time, Fashion Involvement, Hedonic Consumption Tendency and Positive Emotions towards Impulse

Buying Behavior in Ambon City(Study on Purchasing Products Fashion Apparel)

Introduction

The impulse buying behavior becomes interesting phenomena as a marketing strategy for retails such as fashion stores to enhance increase the selling

50 percent of shoppers at the mall bought impulsively, in the America, U.S.$ 4 billion in annual sales occurred through impulse buying

in Indonesia, more than 70 percent of consumer buying decisions at the supermarket was spontaneous

Special in Ambon, it was reported that 7 of 10 customers in the supermarket did impulse buying when they shopped at the supermarket and the department store, including by buying fashion products such as apparel

The aim of this research

The aim of this research is to examine the effect of money and time availability, fashion involvement, hedonic consumption tendency, and positive emotions towards impulse buying behavior of apparel fashion products

Theoretical and Literature Review

Impulse buyingAn impulse buying is generally defined as unplanned buying made by consumers which an important part of the behavior of buyers (Ahmad, 2011)

Availability of Money and TimeThe availability of money and time is the factor of the situational variables that can increase or reduce the tendency of consumers to enjoy the consumption impulse (Beatty and Ferrell, 1998, Dholakia, 2000)

Fashion Involvement The involvement refers to consumers' perceptions of the importance or personal relevance of an object, event, or activity so that consumers who see the products that have relevant consequences personally (Peter and Olson, 1999)

Theoretical and Literature Review

Hedonic Consumption TendencyConsumers in the shopping trip are also driven by the hedonic motivation that does not only regard shopping as only buying but also spending time with friends, following new trends and discounts. It requires stimulants on the sensory and gratification, and to engage in physical activity such as for personal or social motives (Tauber1972 in Gultekin and Ozer, 2012).

Positive EmotionsEmotion is reaction assessment (positive or negative) of a complex nervous system of a person towards external or internal stimuli and often conceptualized as a general dimension, such as the positive and negative influences (Sarwono, 2012, Laros and Steenkamp, 2005)

HypothesisThe availability of money consumers spend, directly affects hedonic consumption tendency, positive emotions, impulse buying behavior of apparel fashion products.

The perceived availability of time consumers spend, directly affects hedonic consumption tendency, positive emotions, impulse buying behavior of apparel fashion products.

Fashion involvement, directly affects hedonic consumption tendency positive emotions, impulse buying behavior of apparel fashion products.

Hedonic consumption tendency, directly affects positive emotions, impulse buying behavior of apparel fashion products.

Positive emotions directly affect impulse buying behavior of apparel fashion products.

H1

H2

H3

H4

H5

Model Research

Methodology

Target population

is consumers who have shopped at

the Shopping Center

population access is consumers

who shop at fashion stores in

the shopping center

The sampling method is

non-probability sampling

The total sample was

200 respondents

Population and Sample

MethodologyResearch Variable and Measurement

Rese

arch

Var

iabl

e e

xoge

nous • the

availability of money

• the availability of time

• fashion involvement

Rese

arch

Var

iabl

e en

doge

nous

• hedonic consumption tendency

• positive emotion

• impulse buying

Meas

urem

ent • They are

measured using a 5-point Likert scale

• point 1 indicates strongly disagree and point 5 indicates strongly agree

MethodologyMethods of Data Collection and Analysis

• The data was collected through direct surveys using questionnaires given to the respondents.

• Statement of the questionnaire was adapted from research Beatty and Ferrell (1998) and Park et al., (2006)

• the researchers also conducted interviews with respondents to obtain information with their shopping behavior during their visit to the fashion store

• inferential statistical method used in this study was the Structural Equation Model (SEM) using Amos. 20 to test the causal relationship between each variable in the study

Results and Discussions

Hypothesis Testing

ImplicationsMana

ger /

Owner • attention to the

variable availability of money and time, fashion involvement

• provide new experiences and try to satisfy the curiosity of consumerscreate a sense of excitement and satisfaction

theore

tical • Fashion involvement

plays an important role in determining the impulse buying behavior of apparel fashion products, especially for women consumers

• hedonic consumption tendency and positive emotions can act as good mediating variables for the availability of money and time in relation to the impulse buying

• Results of this study further reinforce and justify the role of both mediating variable

Limitation and Future Research

Limitation

only examine the apparel fashion products

only was for consumers in Ambon

only conducted in a fashion store located in the shopping center in the city

Future Research

other fashion products

other geographic areas

in the fashion stores that are outside the shopping center

adding other variables such as the environment stores and crowds in stores