Indirect Impact of Hedonic Consumption and Emotions on Impulse Purchase Behavior: A Double Mediation Model

Research Article

Impulse purchasing is a universal yet seldom discussed phenomenon. This research study was oriented with the objective to identify the double-mediated relationship between impulse purchasing behavior and fashion orientation through hedonic consumption and emotions. To achieve this objective, survey research method was deployed and data had been collected from 231 general fashion consumers of Karachi. Process macro developed by Hayes (2012) was used as a statistical tool in order to study the relationship between the studied variable. The results suggest that hedonic consumption and positive emotions fully mediates the relationship between fashion orientation and impulse purchasing. The implications portrayed that there is a significant positive indirect effect of fashion orientation on impulse purchasing behavior through hedonic consumption and emotions collectively.

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