Search

A Study on the Relationship between Consumer Emotions and Purchasing Behavior of Fashion Brands-Taking Supreme as an Example

Author(s)

Wang Rui

Affiliation(s)

Beijing Normal-Hong Kong Baptist University, Zhuhai, Guangdong, China

Abstract

In the recent years, with the rapid development of fashion culture, the influence of emotions on consumer purchase behavior has been increasingly concerned. This paper focuses on the fashion brand Supreme, and explores the influence of different emotions (such as excitement, anxiety, guilt, envy, etc.) on impulse buying, herd buying, symbolic consumption and compensatory buying behaviors. The study adopts a qualitative method combining in-depth interviews and social media content analysis to construct a role model of “emotion-community identity/perceived scarcity-purchase behavior”. It is found that community identity and perceived scarcity play a moderating or mediating effect, and multi-dimensional emotions have a significant impact on multi-dimensional purchasing behaviors. This paper provides new perspectives and theoretical references for trendy brand marketing practice and emotion-behavior mechanism research.

Keywords

Consumer Emotions; Purchase Behavior; Fashion Brand; Community Identity; Qualitative Research

References

[1] Aljukhadar, M., Trifts, V., & Senecal, S. (2017). Consumer self-construal and trust as determinants of the reactance to a recommender advice.Psychology & Marketing,34(7), 708–719. [2] Holbrook, M. B., & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research,9(2), 132–140. [3] Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology and Marketing,8(1), 43–57. [4] Liu, Yang, Li, Q. & Yin, M.. (2020). Research on the influence of webcast shopping features on consumer purchasing behavior. Soft Science,34(06),108-114. [5] Lin Nan. (2021). A study on the correlation between consumers' expected regrets and impulsive online purchases in the context of “e-commerce festival” normalization. Research on Business Economics, (16), 73-76. [6] Muñiz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research,27(4), 412–432. [7] Pallant, J. I., Pallant, J. L., Sands, S. J., Ferraro, C. R., & Afifi, E. (2022). When and how consumers are willing to exchange data with retailers: An exploratory segmentation. Journal of Retailing and Consumer Services,64, 102774. [8] Richins, MarshaL. (1997). Measuring Emotions in the Consumption Experience. Journal of Consumer Research, 24(2), 127–146. [9] Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research,14(2), 189–199. [10] Schouten, J. W., & McAlexander, J. H. (1995). Subcultures of Consumption: an Ethnography of the New Bikers. Journal of Consumer Research,22(1), 43–61.