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Happiness in Fashion

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Advances in Human Factors, Business Management and Society (AHFE 2018)

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Abstract

Fashion marketing tactics often fall short due to unpredictable emotional consumer behavior. As a result, positive emotion elicitation towards products is well researched. However, temporary emotional states may have negative implications. Happiness is a stable emotional state, the impact of which as a pre-disposition on purchasing intentions has yet to be thoroughly investigated. In addition, fashion involvement has a known positive impact on purchasing. In this study, the mediating role of happiness as a pre-disposition on the relationship between fashion involvement and purchase intentions is evaluated. A model supported by empirical evidence is presented. Predicated on data gleaned from 849 respondents, Confirmatory Factor Analysis (CFA) followed by Structural Equation Modeling (SEM) were employed. Results confirm that happiness constructs exhibit a multiple mediation effect on the relationship between fashion involvement and purchase intentions. While pursuit of pleasure and pursuit of engagement positively affect fashion involvement, pursuit of meaning negatively affects it.

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  1. Ariel University, 40700, Ariel, Israel

    Eyal Eckhaus

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  1. Eyal Eckhaus
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Editors and Affiliations

  1. School of Technology and Innovations, University of Vaasa, Vaasa, Finland

    Jussi Ilari Kantola

  2. Institute of Maritime Operations, University College of Southeast Norway, Borre, Norway

    Salman Nazir

  3. Hungarian-Netherlands School of Educational Management, University of Szeged, Szeged, Hungary

    Tibor Barath

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Eckhaus, E. (2019). Happiness in Fashion. In: Kantola, J.I., Nazir, S., Barath, T. (eds) Advances in Human Factors, Business Management and Society. AHFE 2018. Advances in Intelligent Systems and Computing, vol 783. Springer, Cham. https://doi.org/10.1007/978-3-319-94709-9_2

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