Title:
Decoding the Fast Fashion Phenomenon in Vietnam: A Multidimensional Analysis of Impulse Buying Dynamics and Price Sensitivity in Consumer Purchase Behavior

Authors:
Duc Tung TRIEU, Viet Nam

Abstract:

This study investigates the factors influencing impulse buying behavior in fast fashion consumption, focusing on the roles of fashion involvement, perceived value, store environment, and price sensitivity. Employing a mixed-method approach, we combined structural equation modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to analyze data collected from 412 fast fashion consumers. The SEM results reveal that fashion involvement, perceived value, and store environment positively influence impulse buying behavior, with fashion involvement exhibiting the strongest effect. Price sensitivity moderates the relationships between fashion involvement and impulse buying, as well as between perceived value and impulse buying. The fsQCA findings complement these results by identifying multiple configurations of factors leading to high impulse buying behavior. Our research contributes to the existing literature by providing a comprehensive model of impulse buying in the fast fashion context, integrating multiple factors and their interactions. The use of both SEM and fsQCA methodologies offers a more nuanced understanding of the complex relationships among the variables. Furthermore, our findings on the moderating role of price sensitivity add to the growing body of literature on individual differences in consumer behavior. These insights have practical implications for fast fashion retailers in developing effective marketing strategies and enhancing the shopping experience to encourage impulse purchases.

DOI: https://doi.org/10.51505/IJEBMR.2024.81020