Antecedents of consumers' decision postponement on purchasing fast fashion brands

Abstract

The purpose of this study is to identify the antecedents of consumers' decision postponement on purchasing fast fashion brands.Ongoing search behavior, overchoice confusion, and similarity confusion were considered as antecedents.It was hypothesized that ongoing search behavior influences decision postponement both directly and indirectly through overchoice confusion and similarity confusion.Data were gathered by surveying university students in Seoul, using convenience sampling.Three hundred five questionnaires were used in the statistical analysis, which were exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS.Factor analysis proved that ongoing search behavior, overchoice confusion, similarity confusion, and decision postponement were uni-dimensions.Tests of the hypothesized path proved that ongoing search behavior influences decision postponement indirectly through overchoice confusion.In addition, similarity confusion influences decision postponement.The results suggest some confusion reduction strategies for marketers of fast fashion brands.Suggestions for future study are also discussed.

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