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Post-purchase drama: Do the Retailers Lose from Girls Gone Wild in Fast Fashion Environments?

Young, female consumers are driven to purchase apparel products from fast fashion retailers (e.g., Zara, H&M, Forever 21) because the products are limited in number (i.e., scarce) (Mittone and Savadori 2009), only available for a limited time (i.e., perishable) (Cachon and Swinney 2011), and initially (Byun and Sternquist 2011). These appealing characteristics encourage positive attitudes and subsequent purchase behavior (Homer and Kahle 1988; Kahle 1980), which is likely to be impulsive (Bhardwaj and Fairhurst 2009; Verplanken and Sato 2011). However, feelings of regret following impulse buying behavior may lead to product returns (D’Innocenzio 2011). Based on this reasoning, the following hypotheses were developed: H1: Perceived perishability is positively related to attitude towards fast fashion retailers; H2: Perceived scarcity is positively related to attitude towards fast fashion retailers; H3: Perceived low price is positively related to attitude towards fast fashion retailers; H4: Attitude toward fast fashion retailers is positively related to impulse buying behavior in fast fashion retail environments; H5: Impulse buying behavior in fast fashion retail environments is positively related to negative post-purchase emotional response; and H6: Negative post-purchase emotional response is positively related to product returning behavior in fast fashion retail environments.

Scope: 2 pages
Reference: Chapter from e-book Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (ISBN 978-3-319-11815-4)
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