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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 25, No. 1, pp.35-47
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2025
Received 15 Oct 2024 Revised 25 Mar 2025 Accepted 21 Apr 2025
DOI: https://doi.org/10.7233/ijcf.2024.25.1.035

Online Shoppers’ Impulse Buying Behavior for Athleisure Products

Sydney Buford ; Eunjoo Cho†
Undergraduate student, School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR 72701, USA
Professor, School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR 72701, USA

Correspondence to: † ejcho@uark.edu

Citation Buford, S. & Cho, E. J. (2025). Online Shoppers’ Impulse Buying Behavior for Athleisure Products. International Journal of Costume and Fashion, 25(1), 35-47.

Abstract

This study aimed to explore factors influencing consumers’ perceived value and how these perceptions drive online impulse purchases. The research focused on how elements such as product presentation, recommendations, fashion involvement, and perceived hedonic and utilitarian value influence online impulse buying behavior specifically for athleisure items. A web-based survey was conducted, yielding 506 valid responses that were utilized for data analysis. Regression analyses indicated that both product presentation and fashion involvement significantly influenced consumers’ hedonic and utilitarian values. Moreover, fashion involvement exerted a greater impact on impulse buying than product presentation. Among all the variables, hedonic value emerged as the strongest predictor of online impulse buying. The findings offer valuable understanding of the purchasing behavior of online consumers in the athleisure market and provide guidance for e-commerce retailers on how to refine their digital marketing strategies.

Keywords:

Fashion involvement, Product presentation, Hedonic value, Utilitarian value, Impulse buying, Online shopping

Acknowledgments

This article is based in part on the author’s Honors thesis submitted to the University of Arkansas in 2024, which is available through the university repository, and the preliminary version of this work was presented at the International Textiles and Apparel Association in the year 2024 and published as a 2-page abstract in the proceedings.

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