Predictors of fast-fashion-oriented impulse buying: The case of Vietnamese millennials

Son Truong Nguyen,Tri Minh Ha

doi:10.5267/j.msl.2021.3.007

Abstract

During the last few years, global fast fashion retailers have been penetrating Asian emerging markets and Vietnam is not an exception. This study explores both external and internal factors, contributing to the fashion-oriented impulse buying of Vietnamese millennials and then investigates the impact of these determinants on fashion-oriented impulse purchase. Both qualitative and quantitative approaches were conducted in the empirical study. It is found that emotion and hedonic value along with fashion involvement, sensory cues and in-store promotion respectively influence fast-fashion oriented impulse purchase. These findings help fast fashion retailers understand the impulse buying behavior of young Vietnamese consumers so that they can effectively elaborate retailing-mix strategy to boost the sales and thus sustainably grow the business.

Highlights

Fast fashion has become a trend in recent years among Asian emerging markets such as China, India, and Vietnam after being revolutionized in the early 1990s in Western Europe (Hu & Shiau, 2015)
The second step, we conducted a quantitative study to investigate the predictors of fashion-oriented impulse purchase. - Step 1: To identify factors that might influence fashion impulse purchase by conducting four focus groups in Vietnam and at the same time to explore specific dimensions and items in connection with external and internal stimuli based on our literature review. - Step 2: Specific factors and items captured in the qualitative study will be added to design a structured questionnaire
Among five factors, only Sensory cues and In-store promotion is statistically significant with the same coefficient of 0.169 while Visual merchandizing, Salespeople and Social stimuli are not statistically significant. These findings indicate that these two external stimuli (Sensory cues and In-store promotion) have a strong influence fashionoriented impulse buying behavior among Vietnamese millennials when shopping for fashion products

Summary

Introduction

Fast fashion has become a trend in recent years among Asian emerging markets such as China, India, and Vietnam after being revolutionized in the early 1990s in Western Europe (Hu & Shiau, 2015). The exceptional development of this new business model in the fashion industry is attributed to strong impulse purchase, vertical integration of production in low-cost countries and the changing consumer behavior as well (Barnes & Lea-Greenwood, 2010; Morgan & Birtwistle, 2009). Even though impulse purchase has been intensively researched in developed countries in the last two decades, it has become a new field of study, in the fashion industry in Asian emerging markets such as Vietnam, Indonesia and China (Nguyen, Jung, Lantz, & Loeb, 2003; Yu & Bastin, 2010).

Objectives

Methods

Findings

Discussion

Conclusion