Apparel product attributes, web browsing, and e-impulse buying on shopping websites

Journal of Business Research 65 (2012) 1583–1589

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Journal of Business Research

Apparel product attributes, web browsing, and e-impulse buying on shopping websites☆ Eun Joo Park a,1, Eun Young Kim b,⁎, Venessa Martin Funches c,2, William Foxx d,3 a

Department of Fashion Design, Dong-A University, 840 Hadan-dong, Saha-gu, Busan 604–714, Republic of Korea Department of Fashion Design Information, Chungbuk National University, 410 SungBongRo, CheongJu 361-763, Republic of Korea Department of Marketing, Auburn University Montgomery, P.O. Box 244023, Montgomery, AL 36124, United States d Sorrell College of Business, Troy University Montgomery,136 Catoma Street, Suite 210, Montgomery, AL 36014, United States b c

a r t i c l e

i n f o

Article history: Received 1 August 2010 Received in revised form 1 January 2011 Accepted 1 February 2011 Available online 21 March 2011 Keywords: Apparel attributes E-impulse buying Selection Web browsing

a b s t r a c t This study explores the relationship among product attributes, web browsing, and impulse buying for apparel products in the Internet context. University students completed a total of 356 usable questionnaires. Data analysis was conducted using confirmatory factor analysis and structural equation modeling via LISREL 8.8. Findings confirm that apparel product attributes consist of three factors: variety of selection, price, and sensory attributes. The study confirms that two types of web browsing occur: utilitarian and hedonic. In an estimated structural model, the variety of selection has a positive effect on utilitarian web browsing, whereas price has a positive effect on hedonic web browsing. Additionally, utilitarian web browsing has a negative effect on impulse buying, whereas hedonic web browsing has a positive effect on impulse buying for apparel on shopping websites. In particular, the factors of variety of selection and sensory attributes have direct effects on e-impulse buying for apparel. Managerial implications for more effectively managing the process of securing online customers through the use of utilitarian and hedonic product information concludes the article. © 2011 Elsevier Inc. All rights reserved.

1. Introduction Recent reports maintain apparel retailers' websites are powerful drivers of online sales. In the United States, for example, online apparel sales for 2008 versus 2007 increased to $26.6 billion, which exceeded both computer and automobile sales. Forrester Research Inc. (2008) estimates U.S. online sales will rise 17% to $204 billion in the near future. South Korea is an Internet leader with the highest percent of users in the Asian market (Goad, 2000). Approximately 99% of South Korean Internet users make purchases online. Apparel is an especially common consumer purchase online (International Herald Tribune, 2008). In fact, online sales of apparel increased to $25 billion in 2008 from $23 billion in 2007. Furthermore, apparel ranked as the best-selling online product, accounting for 67% of retail sales in e-shopping venues (Korea National Statistical Office, 2009). Therefore, apparel e-tailers have a competitive advantage in creating business opportunities in the Korean marketplace.

☆ The lead author gratefully acknowledges financial support provided by the Dong-A University Research Fund to conduct this study. ⁎ Corresponding author at: Department of Fashion Design Information, Chungbuk National University, 410 SungBong Ro, Cheongju, Chungbuk, 361763, Republic of Korea. E-mail addresses: [email protected] (E.J. Park), [email protected] (E.Y. Kim), [email protected] (V.M. Funches), [email protected] (W. Foxx). 1 Tel.: + 82 51 200 7332. 2 Tel.: + 1 334 244 3521. 3 Tel.: + 1 334 241 9725. 0148-2963/$ – see front matter © 2011 Elsevier Inc. All rights reserved. doi:10.1016/j.jbusres.2011.02.043

Given the profitability of this category, e-tailers are taking advantage of apparel products. Apparel represents a constantly changing experiential product rich with symbolic meaning that can lead to various kinds of hedonic consumer behavior, such as browsing or impulse buying (Chang et al., 2004; Kim, 2008; Park and Kim, 2008). Many online researchers and practitioners would like to know how web browsing can spur online shoppers to purchase products they might not buy otherwise. Madhavaram and Laverie (2004) suggest that online retailing encourages impulse purchasing as consumers are able to browse and respond more easily to their changing moods (Donthu and Garcia, 1999; Lim and Hong, 2004; Madhavaram and Laverie, 2004; Pulliam, 1999; Rowley, 2001). Recent research on web browsing focuses on not only utilitarian but also hedonic considerations, suggesting the importance of the hedonic aspects of impulse buying for apparel products (Jones et al., 2003; Lee and Lee, 2003; Phau and Lo, 2004; Park et al., 2006; Smith and Sivakumar, 2004). Apparel retailers need to give special attention to the conversion of web browsers to impulse purchasers as this shift will play an important role in the growth of e-business. Product-specific attributes in websites encourage consumer browsing behavior, which can often lead to impulse buying behavior. Whether or not apparel product attributes contribute to impulse buying behavior is of particular interest. For traditional retailers, apparel is viewable as a high impulse product category (Bellenger et al., 1978; Lim and Hong, 2004; Park and Kim, 2008; Rhee, 2007). In general, informational and emotional web content such as screen design associates with web

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browsing (Lee and Lee, 2003). For feel and touch products such as apparel, however, product attribute presentation on a website are a critical stimulus to promote web browsing because consumers cannot try-on or touch apparel in the online shopping context. Therefore, e-business managers need to allocate critical factors of specific apparel attributes between sessions of hedonic and utilitarian browsing in order to attract browsers or first-time visitors and allow e-commerce sites to more profitably target and market to their customers. Despite the vast amount of data available online, few efforts identify the relationship between specific product attributes and web browsing behavior for apparel products in the online shopping context. This study presents a model of Internet impulse buying for strategic e-business management in a specific product category and explores the critical factors of product attributes and their impact on browsing for apparel on shopping websites in a particular national market (South Korea). Specifically, the objectives are: (a) to identify critical factors of apparel product attributes relevant to web browsing (i.e., utilitarian vs. hedonic); and (b) to estimate a structural model of causal relationships among product attributes, web browsing, and e-impulse apparel buying on shopping websites. Such a focus on apparel products sheds light on complex issues in browsing online shopping venues, and provides opportunities for strategic development and promotion in fashion direct marketing. Due to the potential for strong growth in e-commerce in the South Korean market, this study also can help managers identify successful applications in apparel electronic marketing on a global basis. 2. Conceptual background 2.1. Web browsing for apparel The first stage of online shopping, web browsing, involves consumers skimming for information and making choices via the Internet (Rowley, 2001). Many consumers place great emphasis on browsing and information gathering while shopping online (Choi et al., 2005; Smith and Sivakumar, 2004). Browsing behavior has a longer flow state allowing consumers the opportunity to eliminate or reduce risks relevant to shopping tasks. Two types of searches categorize browsing: utilitarian and hedonic. Utilitarian browsing seeks to acquire products through the use of heuristics, goal-oriented behavior, risk reduction strategies, and achievement of information search goals. Alternatively, hedonic browsing focuses on fun, entertainment, and the more enjoyable aspects of shopping, whether or not a purchase occurs (Babin et al., 1994; Janiszewski, 1998; Moe, 2003). A primary concern of web browsers is the purchase of products in an efficient and timely manner in order to achieve their goals of price savings and convenience with minimum effort (Overby and Lee, 2006). However, pleasurable or captivating opportunities for browsing in e-tailing play an important role in enhancing the hedonic shopping experience (Blakeney et al., 2010; Mazaheri et al., 2010). Consumers browsing online take pleasure in seeking information about a wide array of products regardless of whether they make a purchase (Rowley, 2001; Smith and Sivakumar, 2004). Novak et al. (2003) also find that the online flow experience is more likely to occur during recreational activities than during goaldirect activities, further confirming the rising levels of hedonic browsing on the Internet. Hence, in the context of online apparel shopping, both utilitarian and hedonic browsing behavior can occur. 2.2. Web browsing by apparel product attributes Many consumers place great emphasis on browsing and information gathering during online shopping experiences (Smith and Sivakumar, 2004). Various cues of product attributes such as price, sensory aesthetics, selection, and visual elements influence web browsing for both utilitarian (i.e., goal-directed) and hedonic (i.e., experiential mood) purposes (Kim et al., 2008; Novak et al., 2003; Madhavaram and Laverie, 2004; Rowley, 2001; Wolfinbarger and Gilly, 2001). Therefore,

supplying these cues on the shopping websites may facilitate web browsing, which affects consumers' decisions to buy online (LepkowskaWhite, 2004; Odekerken-Schröder and Wetzels, 2003). Initially, web browsers are typically more risk averse than online purchasers (Naveen, 1999), so the perceived lack of product information hinders their conversion into Internet purchasers (Lee et al., 2010; Lepkowska-White, 2004). While browsing websites, consumers may encounter a special offer, a different color, or a desirable design, which could in turn trigger a purchase (Rowley, 2001). Accordingly, researchers emphasize variety of selection, price or promotions, and sensory attributes as key in encouraging apparel purchase intentions via the Internet (Then and Delong, 1999; Hong and Lee, 2005; Lim and Dubinsky, 2004; Taylor and Cosenza, 2000; Ward and Lee, 2000). Therefore, the focus of this study is on the attributes relevant to browsing which are reviewed below. 2.2.1. Variety of selection Online buyers are more likely to enjoy browsing websites with a wide selection because they tend to be variety-seekers (Donthu and Garcia, 1999; Lim and Dubinsky, 2004; Moe, 2003). According to Moe (2003), a high variety of category-level pages are likely to get hedonic browsing visits, suggesting that variety of selection in shopping malls encourages consumers to browse with hedonic purposes like diversion or enjoyment. In addition, encountering a variety of items enhances shopping efficiency by increasing access to comparable items and enabling better product choice through extended browsing on the Internet (Roehm and Roehm, 2005; Sharma et al., 2006). With respect to shopping experiences, variety of selection provides a change in routine and relief from boredom, which is typically a characteristic of exploratory searches (Baumeister, 2002; Blakeney et al., 2010). On the other hand, the variety of information available can moderate perceived risks as an effective risk reduction strategy (Park and Stoel, 2002). In fact, in comparison to traditional retailers, e-tailers are able to offer a higher level of choice, which means a wider range of product categories and a greater variety of products within any given category (Lynch and Ariely, 2000; Ward and Lee, 2000). A broad variety of selection increases online shopping traffic (Lim and Dubinsky, 2004), and consumers tend to shop online when their product expectations are met or exceeded (Fram and Grady, 1995). The literature suggests the variety of selection on websites may increase utilitarian and hedonic browsing for apparel products. Thus, the first hypothesis is: H1. Variety of selection on the shopping website positively influences (a) utilitarian web browsing and (b) hedonic web browsing for apparel products. 2.2.2. Price Price-sensitive consumers are generally rational and logical shoppers who emphasize utilitarian shopping benefits (Lee et al., 2009). Lepkowska-White (2004) suggests that retailers can attract online bargain hunters with visible selection, discounts, and special promotions (e.g., incentives and free gifts). Consumers can easily compare price information from a variety of possible suppliers, leading to utilitarian browsing for purchases (Ray, 2001). As a marketing stimulus, price consists of positive and negative cues in predicting consumer behavior (Lichtenstein et al., 1993; Liu and Arnett, 2000; Jiang and Rosenbloom, 2005). Price is the top attraction for online shoppers, followed closely by shipping costs. That 40% of online shoppers blamed their abandoned carts on shipping-and-handling charges (Gallanis, 2000) illustrates the importance of shipping costs to consumers. In the online context, consumers depend heavily on price information because the apparel is not available for examination before purchasing. Increasing the usability and perceived depth of online information can reduce price sensitivity (Lynch and Ariely, 2000). Consumers who focus on utilitarian factors like convenience and time savings tend to care less about low prices in e-shopping (Swaminathan et al., 2003). However, many online purchases stem

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from browsing and price promotions (Earl and Potts, 2000). Hedonic shoppers exhibit more sensitivity to price information (Arnold and Reynolds, 2003; Jin et al., 2003), suggesting that the price attribute is important in predicting hedonic browsing. In addition, online shoppers are less price conscious than traditional shoppers because they seek products that satisfy their needs rather than look for bargains (Donthu and Garcia, 1999; Naveen, 1999). Thus, the following hypothesis is proposed: H2. The price attribute on a shopping website positively influences (a) utilitarian web browsing and (b) hedonic web browsing for apparel products. 2.2.3. Sensory attributes Consumers often want to acquire full information before purchasing specific products (e.g., clothing, jewelry, or accessories) with sensory attributes, such as color, design, fabric, and fit (Bei et al., 2004; Kim and Knight, 2007; Park and Stoel, 2002; Watchravesringkan and Shim, 2003). According to Rowley (2001), female browsers want to collect information about seasonal colors and styles in clothes shopping before making a purchase. A well-developed website providing aesthetic product attributes (e.g., color, design, style) affects whether consumers just browse or search for information (Kim and Knight, 2007). According to Peck and Childers (2003), consumers are likely to have the need for touch (NFT) in buying clothing (e.g., sweaters), which may actively involve web browsing to determine a product's desirability. Based on the literature, consumers are likely to browse for product information about sensory attributes over the shopping website. Thus, the following hypothesis is proposed: H3. Sensory attributes on the shopping website positively influence (a) hedonic web browsing and (b) utilitarian web browsing for apparel products. 2.3. E-impulse buying for apparel Traditionally, impulse buying is a sudden, compelling, hedonically complex behavior in which the rapidity of an impulsive decision process precludes thoughtful and deliberate consideration of alternative information and choice (Bayley and Nancorrow, 1998; Beatty and Ferrell, 1998). When buying on impulse, individuals make an unintended, unreflective, and immediate purchase, and often feel a calling to buy the product (Jones et al., 2003; Rook, 1987). Sharma et al. (2010) suggest emotions, low cognitive control, or spontaneous behavior in the proximity of an appealing object activate impulse buying and such purchases may occur largely without regard to financial or other consequences. The nature of online transactions causes many consumers to overspend because the remote process does not really feel like spending money (Dittmar et al., 2004). Online shoppers are more spontaneous than those in bricks-and-mortar stores. Online marketing stimuli make purchasing impulsively easier and allow online shoppers to be less risk-averse (Donthu and Garcia, 1999; Madhavaram and Laverie, 2004). Irrational emotional attractions often affect apparel purchases, making them one of the most common impulsively purchased items online (Bellenger et al., 1978; DesMarteau, 2004; Kim, 2008; Park et al., 2006; Phau and Lo, 2004; Lebo, 2003; Rhee, 2007). Lim and Hong (2004) suggest hedonic shopping motives influence e-impulse apparel buying, further supporting the hedonic aspect of online apparel shopping. In a study by Kim (2008), impulse buying tendencies dominate online purchases of sensory products (e.g., clothing, accessories, jewelry, and cosmetics). 2.3.1. Web browsing and e-impulse buying Utilitarian and hedonic browsing affects impulse buying (Novak et al., 2003; Madhavaram and Laverie, 2004; Lee and Lee, 2003).

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Especially for fashion products, impulse buying is linked to browsing hedonically and emotionally (Beatty and Ferrell, 1998; Park et al., 2006). Madhavaram and Laverie (2004) demonstrate that the Internet facilitates browsing the e-tailer's merchandise for recreational (i.e., hedonic browsing) and/or informational purposes (i.e., utilitarian browsing). In addition, Lee and Lee (2003) have identified utilitarian browsing as negatively related to buying impulsiveness while hedonic browsing is positively related, thereby supporting the importance of hedonic browsing in impulse buying behavior on the Internet (Lee et al., 2009). Based on the literature, the following hypothesis regarding the relationship between web browsing and impulse buying is derived: H4. Utilitarian web browsing has a negative effect on e-impulse buying (a), whereas hedonic web browsing has a positive effect on e-impulse buying (b) for apparel products in the shopping website. 2.3.2. Product attributes as stimulus for e-impulse buying Apparel is an experiential product with symbolic meaning or high hedonic value evoking pleasure (Chang et al., 2004; Park and Ha, 2001). Esthetic products with symbolic attributes may lend themselves to irrational emotional attractions and eventually to impulse buying (Phau and Lo, 2004). Apparel product attributes play an important role in encouraging e-impulse buying behavior. In addition, exposure to external stimuli (e.g., virtual customization of the product, the extra discount, and price) not only attracts new customers to a retail website but also promotes impulse buying (Dawson and Kim, 2009; Youn and Faber, 2000). Similarly, Madhavaram and Laverie (2004) suggest that exposure to stimulus is responsible for impulse purchases over the Internet. Because of the inability to touch apparel products in online shopping, consumers need product-specific shopping content (e.g., color, size, design, and fabric) to substitute for a more sensory experience (Bei et al., 2004; Kim and Knight, 2007; Peck and Childers, 2003; Smith and Sivakumar, 2004), which can lead to consumer impulse purchases. The literature underscores the importance of product attributes in impulsive apparel purchases in an online shopping context. The final hypothesis follows: H5. Product attributes on a shopping website are related to e-impulse buying for apparel products. 3. Method 3.1. Measures To test the proposed hypotheses, a self-administered questionnaire was developed using multi-item scales drawn from the literature. Questions mainly addressed product attribute, web browsing and e-impulse purchases on online apparel shopping websites. After initial questionnaire generation, in-depth interviews with university faculty and graduate students were conducted to refine the instrument. These interviews enabled the researchers to gauge the clarity of the tasks and verify that important nuances had not been omitted. Input from the interviews with respect to wording, instructions, and format were used to refine the final questionnaire. For the product attributes on the shopping websites, ten items were devised by focusing on key apparel attributes drawn from the literature (Hong and Lee, 2005; Kim et al., 2005). The twelve items adapted from the literature measure web browsing (Babin et al., 1994; Lee and Lee, 2003) encompassing both utilitarian and hedonic aspects. Seven items measure e-impulse buying by modifying existing scales (Rook and Fisher, 1995; Park et al., 2006). Respondents listed a shopping website they frequently used and assess the questions based on their experience with that site. A 7-point scale, with anchors of 1 = very unlikely and 7 = very likely, measured each item. Respondents provided their demographic characteristics (e.g., gender, age, and monthly allowance) at the end of the survey. The English version of questions from the literature on

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Table 1 Measurement model results. Constructs and indicators

Factor loadings

Variety of selection The shopping website deals with a variety of fashion items. The shopping website has wide assortment of products with different prices. The shopping website deals with a variety of brands. The shopping website sells up-to-date fashion items. Price attribute The shopping website carries products with reasonable prices. Discounted prices are very cheap in the shopping website. The price of products in the shopping website is economical. Sensory attribute The shopping website carries products in various colors. The shopping website provides a variety of sizes. There are a variety of styles or designs in the shopping website. Utilitarian web browsing I browse to buy better items in price or quality. I browse the shopping websites to gather information about products. I look around the shopping websites to comparison shop. I browse the shopping websites in order to get additional value as much as possible. I browse for efficient shopping online. Hedonic web browsing While web browsing I am able to forget my problems and to feel relaxed. During web browsing I am very excited, like playing. I enjoy web browsing enough to forget a time out. I look around at items on the Internet just for fun. E-impulse buying I buy apparel items at a whim on the Internet. During online shopping I buy apparel products without a lot of thinking. I tend to buy things I have no desire to buy during online shopping. I tend to think about it after purchasing. When I find something I like on the Internet I purchase it immediately.

Cronbach's α

Variance extracted

.83

.62

.89

.78

.80

.62

.93

.78

.89

.72

.90

.71

.81 .84 .76 .74 .85 .91 .88 .80 .81 .74 .90 .96 .92 .82 .81 .80 .92 .92 .77 .78 .89 .89 .86 .79

Goodness of Fit statistics: χ2 = 631.41 df = 237 p b .001; GFI = .87; AGFI = .84; CFI = .97; RMSEA = .06.

browsing and impulse buying were double back-translated into Korean to ensure the equivalence of the two versions of the questionnaire.

index (AGFI), comparative fit index (CFI), and root mean square error of approximation (RMSEA).

3.2. Sample and data collection

4. Results and discussion

The study sample frame included undergraduate students from the metropolitan area of southeastern South Korea who had home-based Internet access and experience with online apparel product purchases. Data collection was conducted during regularly scheduled classes with no provided incentive. Participants were informed in writing that completing the survey was voluntary, anonymous, and no penalty would be levied for lack of participation. A total of 356 usable questionnaires were obtained from respondents. The sample consisted primarily of females (77.2%) ranging from 18 to 36 years old, with an average age of 21.9. Seven apparel shopping websites frequently visited by participants included: G Market (www.gmarket.co.kr; 40.9%), Auction (www.auction.co.kr; 22.2%), Shopping Street 11st (www.11st. co.kr; 12.0%), Stylenanda (www.stylenanda.com; 9.0%), Qnigirls (www.qng.co.kr; 6.6%), D&Shop (www.dnshop.com; 6.3%), and Lotte.Com (www.lotte.com; 3.1%). The majority (83.4%) spent less than $86 (100,000 Korean won) per month on clothing purchases on the shopping websites.

4.1. Measurement model result

3.3. Data analysis Preliminary, confirmatory factor analysis (CFA) was used to verify the underlying dimensions of product attributes, web browsing, and e-impulse buying for apparel on the shopping websites. Next, the validity of the measurement was assessed with CFA, and Cronbach's alphas were calculated for the scale items to ensure they exhibited satisfactory levels of internal consistency. For hypothesis testing, the study employed structural equation modeling with measurement and structural models using maximum likelihood (ML) via LISREL 8.80. The overall fit of the model was assessed with various statistic indexes: chi-square (χ2), goodness of fit index (GFI), adjusted goodness of fit

With CFA assessing measurement reliability and validity, all observed indicators were set free by standardizing all exogenous and endogenous latent variables. CFA revealed the χ2 value was 631.41 with 237 degrees of freedom, which was significant (p b .001). Other fit indices were within acceptable ranges (GFI = .87; AFGI = .84; CFI= .97; RMSEA= .06). The measurement model presented in Table 1 shows the factor loadings for each construct as statistically significant and greater than .70 (i.e., ranging from .74 to .96, p b .001), and internal consistency reliability (Cronbach's alpha) ranging from .80 to .94. The variance extracted by the items exceeded the recommended level of .50 (Hair et al., 1998), indicating an adequate level of convergent validity (Bagozzi and Yi, 1988). Therefore, the measurement model was confirmed to be valid and reliable. Table 2 shows the correlations, means, and standard deviations for the scales. The results confirm three factors of apparel product attributes: variety of selection, price, and sensory attributes. Variety of selection includes four items associated with variety of fashion items or brands.

Table 2 Correlation matrix and descriptive statistics. VS

PR

SA

UB

HB

IB Mean SD

Variety of selection (VS) 1 Price attributes (PR) .43 1 Sensory attributes (SA) −.07 .49 1 Utilitarian web browsing (UB) .48 .24 −.12 1 Hedonic web browsing (HB) .37 .26 .08 .68 1 E-impulse buying (IB) .32 .20 .10 .62 .68 1

5.1 4.9 4.7 5.1 4.4 4.4

1.04 1.12 1.09 1.21 1.31 1.30

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The three items employed for price attributes focus on consumer value and economic benefit. Sensory attributes include three items related to the multisensory aspects of apparel shopping (e.g., color, sizing, and styling) that consumers experience through their senses. Descriptive statistics indicate the mean for variety of selection was the highest (M= 5.1), followed by price (M= 4.9) and sensory attributes (M= 4.7). Utilitarian web browsing consists of five items focusing on browsing as a way to improve process efficiency and effectiveness. Hedonic browsing consists of four items concentrating on shopping as an entertaining and relaxing process. The mean for utilitarian browsing is higher (M= 5.1) than that of hedonic browsing (M= 4.4), which supports the premise that browsing is a dyadic construct encompassing both utilitarian and hedonic purposes in the context of online apparel product shopping (Wolfinbarger and Gilly, 2001).

4.2. Structural equation modeling Once constructs were verified reliable and valid, a single-stage analysis with simultaneous estimation of both measurement and structural models was conducted. In the structural equation model, the three exogenous variables are variety of selection, price attributes, and sensory attributes (ξ1–ξ3), and the three endogenous constructs are utilitarian web browsing, hedonic web browsing and e-impulse buying (η1–η3) (see Fig. 1). The measurement model includes ten indicators (x variables) for the exogenous variables associated with the attribute factors and 14 indicators (y variables) for the endogenous variables of web browsing and e-impulse buying. A structural equation model assesses the causal relationships hypothesized among product attributes, web browsing, and e-impulse buying for apparel on the Internet. In the structural model, χ2 value is evaluated first. The χ2 value is 440.83 with 233 degrees of freedom, which is significant (p b .001). Other fit indices indicate an acceptable fit for the proposed model (GFI= .91; AGFI= .88; CFI = .98; RMR = .05; RMSEA= .05) based on recommendation level (Hair et al., 1998). Results for this model appear in Fig. 1 and hypotheses were tested with the model.

Variety of Selection 1

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4.3. Hypothesis testing The structural model illustrated in Fig. 1 shows only significant standardized path coefficients. The three shopping attribute factors are significantly related to web browsing (e.g., hedonic and utilitarian browsing), which significantly affects the e-impulse buying of apparel. The estimated model accounts for 40% of the total variance in e-impulse buying. In H1, variety of selection on the shopping website is proposed to positively affect both utilitarian web browsing (H1a) and hedonic web browsing (H1b) for apparel products. As shown in Fig. 1, variety of selection is positively related to utilitarian web browsing (r11 = .42, t = 5.13, p b .001) while the relationship of variety of selection to hedonic web browsing (H1b) is not significant. Thus, H1a is supported. H2 proposes price attributes positively influence utilitarian web browsing (H2a) and hedonic web browsing (H2b) for apparel products. The effect of price is not significant on utilitarian web browsing but is on hedonic web browsing (r22 = .19, t = 1.99, p b .05). Thus, H2b is supported, suggesting the importance of hedonic aspects of price attributes to encourage web browsing activity for apparel products. This finding indicates that price attributes, such as lower or discount prices, help visitors enjoy web browsing, supporting the hedonic benefits of economic price as perceived by consumers (Babin et al., 1994; Kim and Kim, 2005). H3 proposes that sensory attributes positively influence both utilitarian (H3a) and hedonic (H3b) web browsing for apparel products. The sensory attributes did not significantly influence both types of browsing, so neither H3a nor H3b are supported. However, the results support the discussion that the sensory aesthetics of apparel encourage consumers to be actively involved in extended information processing (Kim, 2008; Lim and Dubinsky, 2004; Park and Stoel, 2002). H4 proposes a direct effect of web browsing (e.g., hedonic and utilitarian) on e-impulse buying. As shown in Table 3, utilitarian web browsing has a negative effect on the e-impulse buying for apparel (β31 = −29, t = −4.89, p b .001), whereas hedonic browsing has a positive effect (β32 = 63, t = 10.05, p b .001). This evidence supports the hedonic nature of impulsive behavior (Beatty and Ferrell, 1998; Kim,

-.34*** .42*** Utilitarian Browsing -.29***

1

E-Impulse Buying

Price Attribute

3

.19*

2

Hedonic Browsing Sensory Attribute

.63***

2

3

.20** Goodness of Fit Statistics: 2 =440.83 df=233 p=.00 GFI=.91; AFGI=.88; CFI=.98; RMR=.05; RMSEA=.05 Note: *p<.05 **p<.01 ***p<.001 Fig. 1. A structural model for apparel product attributes, web browsing, and e-impulse buying on shopping websites.

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Table 3 Partial mediation and full mediation models for impulse buying on the Internet. Paths

Partial mediation Standardized path coefficients

VS → UB VS → HB PR → UB PR → HB SA → UB SA → HB UB → IB HB → IB VS → IB PR → IB SA → IB Chi-square with df GFI AGFI CFI RMR RMSEA

.42 .11 .08 .19 .01 .00 −.29 .63 −.34 .12 .20 χ2(233) = 440.83 .91 .88 .98 .05 .05

Full mediation t-value 5.13⁎⁎⁎ 1.26 0.94 1.99⁎ 0.07 0.04 − 4.89⁎⁎⁎ 10.05⁎⁎⁎ − 4.26⁎⁎⁎ 1.47 2.52⁎⁎

Standardized path coefficients

t-value

.42 .08 .08 .20 .01 .02 −.35 .65 – – – χ2(236) = 463.37 .90 .88 .98 .06 .05

5.18 0.97 0.93 2.10⁎ 0.06 0.19 − 6.48⁎⁎⁎ 10.15⁎⁎⁎ – – –

Note: Variety of selection (VS), Price attributes (PR), Sensory attributes (SA), Utilitarian web browsing (UB), Hedonic web browsing (HB), E-impulse buying (IB). ⁎ p b .05. ⁎⁎ p b .01. ⁎⁎⁎ p b .001.

2008; Lee and Lee, 2003; Park et al., 2006) in the context of online shopping. Therefore, H4a and H4b are both supported. Finally, H5 posits product attributes relate to e-impulse buying for apparel products. According to the estimated model, variety of selection (r31 = −.34, t = − 4.26, p b .01) and sensory attributes (r33 = .20, t = 2.52, p b .01) have direct effects on e-impulse buying for apparel in the Internet while price attributes did not, thus partially supporting H5. This finding is not consistent with a previous finding that browsing fully mediates the effect of web contents, such as informative and emotional contents, on buying impulsiveness (Lee and Lee, 2003). As a stimulus, exposure to product attributes on the shopping site leads to an impulse purchase of the product. 5. Conclusions and implications Within a dynamic e-tail environment, web browsing is viewed as an important part of the shopping experience. This study provides insight for marketers into developing e-business strategies by understanding impulse buying behavior in conjunction with browsing the web. The study focuses on three attributes as perceived by Korean consumers: variety of selection, price, and sensory attributes. The findings confirm that product attributes are significantly related to web browsing and e-impulse buying for apparel, with variety of selection and price attributes on shopping websites playing an important role in web browsing and e-impulse buying for apparel products. The results also reinforce a broadened theory of impulse buying behavior (Baumeister, 2002; Beatty and Ferrell, 1998; Bellenger et al., 1978), which suggests that web browsing is a key to influence online impulse buying for apparel purchase from both utilitarian and hedonic perspectives. In an online shopping context, variety of selection is a significant driving factor in utilitarian web browsing, eventually discouraging impulse buying decisions on the Internet. In other words, product assortment in color, design, or price on the shopping websites are more likely to increase web browsing for utilitarian purpose (i.e., gathering information or comparison shopping), so consumers are less likely to buy apparel on impulse while browsing the site. This result implies that such goal-directed behavior (Novak et al., 2003) facilitates better consumer choices through intensive browsing on the Internet. Also, the variety of selection has a direct and negative effect on e-impulse apparel buying, emphasizing more of a utilitarian focus with a greater selection of products online. This finding implies that

variety of selection can be a marketing stimulus for web browsers to engage in rational informational processing (Moe, 2003) during online shopping. In addition, price is critical to the encouragement of hedonic web browsing, which supports Babin et al.'s (1994) hedonic aspect of consumers' economic perceptions that consumers enjoy hunting for bargains or reasonable offerings. Accordingly, e-tailers need to develop pricing strategies with emotional excitement for web browsers on the shopping websites (Mazaheri et al., 2010). Unexpectedly, sensory attributes are not significantly related to web browsing for apparel. Rather, the sensory attributes in the shopping website have a direct effect on e-impulse buying behavior for apparel. This finding supports the notion that sensory aesthetic attributes are a marketing stimulus to promote impulse buying (Dawson and Kim, 2009; Madhavaram and Laverie, 2004; Youn and Faber, 2000). Therefore, e-tailers can use product virtualization technology (Kim and Knight, 2007) to provide the apparel product information on the website and convert first-time visitors or web browsers into impulse buyers while shopping online. With respect to the role of web browsing, this study documents that utilitarian browsing partially mediates the variety of selection, which discourages e-impulse buying for apparel, whereas hedonic web browsing mediates the effect of price attributes on e-impulse buying. Thus, consumers are likely to make impulse purchases based on price or special promotional offers during web browsing. These findings provide several managerial implications for improving the e-tail environment and converting browsing behavior into purchasing behavior, all of which may increase online market share for apparel products. Apparel e-tailers need to focus as much on product information and entertainment as they do on supply factors, such as merchandise selection, pricing, and sensory experience. Therefore, a successful e-tail strategy would (a) emphasize utilitarian value of selections, including new products or brands, (b) introduce hedonic value of sales promotions, or (c) expand sensory experiences with online atmospherics using advanced technology (e.g., 3D virtual models), leading to fashionoriented impulse buying (Park et al., 2006; Kim, 2008). This study contains several limitations. The sample of college students in Korea limits the findings. For online shopping attributes of apparel products, more reliable scales need to be developed by a qualitative approach (e.g., focus group interviews). Future studies are recommended to manipulate the flow of web browsing and estimate how browsers are converted into purchasers (impulse vs. planned)

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during online shopping. Such an understanding can allow researchers to expand their knowledge of the information processing model across cultures for global marketing.

Acknowledgments The authors acknowledge the following colleagues for their assistance in reviewing initial drafts of this research. Thomas A. Dukes, Troy University Montgomery; Walter Henley, University of North Alabama; Mary Catherine Colley, Troy University Phoenix City; and. Sampath Ranganathan, University of Wisconsin-Green Bay.

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