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JBR-07176; No of Pages 7 Journal of Business Research xxx (2011) xxx–xxx Contents lists available at ScienceDirect 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, Willia...

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Apparel product attributes, web browsing, and e-impulse buying on shopping websites Venessa Funches, William Foxx Journal of Business Research

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JBR-07176; No of Pages 7 Journal of Business Research xxx (2011) xxx–xxx

Contents lists available at ScienceDirect

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 xxxx 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 DongA 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.

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

0148-2963/$ – see front matter © 2011 Elsevier Inc. All rights reserved. doi:10.1016/j.jbusres.2011.02.043

Please cite this article as: Park EJ, et al, Apparel product attributes, web browsing, and e-impulse buying on shopping websites, J Bus Res (2011), doi:10.1016/j.jbusres.2011.02.043

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E.J. Park et al. / Journal of Business Research xxx (2011) xxx–xxx

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

Please cite this article as: Park EJ, et al, Apparel product attributes, web browsing, and e-impulse buying on shopping websites, J Bus Res (2011), doi:10.1016/j.jbusres.2011.02.043

E.J. Park et al. / Journal of Business Research xxx (2011) xxx–xxx

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 ext...