Page 52 - 2022 Abstract Book RUICHSS_2022_11_17 after conference

University of Ruhuna ISSN: 2706-0063
Matara, Sri Lanka

Impact of Fashion Involvement and Hedonic Shopping
Motivation on Impulse Buying Behavior of Employees (with
Special Reference to the Civil Workers in Magam
Ruhunupura Administrative Building Complex, Hambantota,
Sri Lanka)

Gunasekara, N.S.W.
Department of Economics, University of Ruhuna, Sri Lanka.
sajeekanimani@gmail.com

Fashion and clothing, and wearing clothes are primary needs of humans. In managing
self-image, clothing and fashion play a vital role. The main purpose of this study is
to examine the impact of fashion involvement and hedonic shopping motivation on
the impulse buying tendency of Sri Lankan apparel consumers. A sample of 350
respondents was drawn from the civil workers employed in Magam Ruhunupura
Administrative Building Complex using cluster sampling. The study expects to
measure consumer characteristics such as impulse buying tendency, fashion
involvement, and hedonic shopping motivation rather than measuring apparel
consumers. Each statement uses a five-point Likert scale to measure each variable.
Coupled with descriptive statistics, a correlation analysis was conducted as the
statistical tools for data analysis. The dependent variable of the study is Impulse
Buying tendency and the two independent variables are Fashion Involvement and
Hedonic shopping motivation. According to the statistical test results, predicting
variables of the study were significant in explaining dependent variable with a linear
regression. The research establishes a positive relationship between the impulse
buying tendency of apparel with fashion involvement and hedonic shopping
consumption. Further, the study evaluated the relative strength of fashion
involvement and hedonic consumption on impulse buying tendency. A comparison
of unstandardized beta values of fashion involvement and hedonic consumption was
also conducted. The fashion involvement effect on impulse buying tendency is less
than the hedonic consumption.

Keywords: Apparel, Consumer, Fashion Involvement, Hedonic Shopping, Impulse
Buying

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