This study investigated the effects of fashion consumer's browsing motives and risk perception on impulse buying and purchase intention in social commerce. The online survey results of 317 customers who experienced using fashion products via social commerce were used for the final analysis. Exploratory factor analysis, reliability analysis, and frequency analysis were conducted using SPSS 18.0, and confirmatory factor analysis and path analysis were performed with AMOS 18.0. Three browsing motives (hedonic motive, rational motive, and informational motive) and three risk perceptions (products-related risk, customer service risk, and opportunity loss risk) were identified. The results from the structure equation model were as follows. 1) It was deducted that the browsing motive did not have a significant effect on risk perception due to the rejection of most of the hypotheses in regards to the browsing motive influence on risk perception. 2) Product-related risk and customer service risk had a significantly negative effect on purchase intention. Opportunity loss risk had significantly positive effect on impulse buying and purchase intention. 3) Hedonic browsing motive had a significant effect on impulse buying, and rational motive had a significant effect on impulse buying and purchase intention. The informational browsing motive had a significant effect only on purchase intention.
The number of single consumers in Korea has recently undergone a rapid increase, making this demographic a major consumer market. Through this study, we attempt to better understand this group by focusing on single consumers’ decision-making and the factors influencing their fashion purchases. To this end, we investigate the relationships between feelings of self-consciousness, information search tendencies, decision-making, and post-purchase satisfaction of single-person households after fashion purchases. Data were obtained from 717 questionnaire responses from individuals aged 20–49 years from single-person households. The results of the study showed that the relationship between private self-consciousness and introverted information searches was stronger than that between private self-consciousness and extroverted information searches. The relationship between public self-consciousness and extroverted information searches was stronger than that between public self-consciousness and introverted information searches. In addition, introverted information searches had a positive relationship with self-determination, while extroverted information searches were significantly related only to non-self-determination. Finally, the positive relationship between satisfaction and self-determination was stronger than that between satisfaction and non-self-determination. Overall, the study identified important factors affecting the decision-making process of single Koreans. These findings are vital for Korean fashion marketers, and managerial suggestions are included to implement marketing strategies to target single people.
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