Impulsive buying behaviors often occur in consumers’ daily life. Although the issue of impulsive buying is widely studied and discussed, but literatures rarely find out the reason from the point of view consumer’s individual characters. Hence, we are interested in variables of the relationship between fashion consciousness, product involvement and impulsive buying tendency.
This study collected the data via questionnaire method. The method of analysis primarily used regression modeling to analyze the data and test study hypotheses to verify the degree of the relationship between fashion consciousness, product involvement and impulsive buying tendency. The results indicated that fashion consciousness has an obvious and positive influence on impulsive buying tendency. Product involvement causes moderating effects on fashion consciousness and impulsive buying tendency.
