TY - GEN
T1 - Happiness in fashion
AU - Eckhaus, Eyal
N1 - Publisher Copyright:
© Springer International Publishing AG, part of Springer Nature 2019.
PY - 2019
Y1 - 2019
N2 - Fashion marketing tactics often fall short due to unpredictable emotional consumer behavior. As a result, positive emotion elicitation towards products is well researched. However, temporary emotional states may have negative implications. Happiness is a stable emotional state, the impact of which as a pre-disposition on purchasing intentions has yet to be thoroughly investigated. In addition, fashion involvement has a known positive impact on purchasing. In this study, the mediating role of happiness as a pre-disposition on the relationship between fashion involvement and purchase intentions is evaluated. A model supported by empirical evidence is presented. Predicated on data gleaned from 849 respondents, Confirmatory Factor Analysis (CFA) followed by Structural Equation Modeling (SEM) were employed. Results confirm that happiness constructs exhibit a multiple mediation effect on the relationship between fashion involvement and purchase intentions. While pursuit of pleasure and pursuit of engagement positively affect fashion involvement, pursuit of meaning negatively affects it.
AB - Fashion marketing tactics often fall short due to unpredictable emotional consumer behavior. As a result, positive emotion elicitation towards products is well researched. However, temporary emotional states may have negative implications. Happiness is a stable emotional state, the impact of which as a pre-disposition on purchasing intentions has yet to be thoroughly investigated. In addition, fashion involvement has a known positive impact on purchasing. In this study, the mediating role of happiness as a pre-disposition on the relationship between fashion involvement and purchase intentions is evaluated. A model supported by empirical evidence is presented. Predicated on data gleaned from 849 respondents, Confirmatory Factor Analysis (CFA) followed by Structural Equation Modeling (SEM) were employed. Results confirm that happiness constructs exhibit a multiple mediation effect on the relationship between fashion involvement and purchase intentions. While pursuit of pleasure and pursuit of engagement positively affect fashion involvement, pursuit of meaning negatively affects it.
KW - Apparel
KW - Fashion
KW - Happiness
KW - Involvement
KW - Marketing
UR - http://www.scopus.com/inward/record.url?scp=85049669114&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-94709-9_2
DO - 10.1007/978-3-319-94709-9_2
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AN - SCOPUS:85049669114
SN - 9783319947082
T3 - Advances in Intelligent Systems and Computing
SP - 15
EP - 25
BT - Advances in Human Factors, Business Management and Society - Proceedings of the AHFE 2018 International Conference on Human Factors, Business Management and Society, 2018
A2 - Kantola, Jussi Ilari
A2 - Nazir, Salman
A2 - Barath, Tibor
T2 - AHFE International Conference on Human Factors, Business Management and Society, 2018
Y2 - 21 July 2018 through 25 July 2018
ER -