Purpose – The purpose of this paper is to integrate consumer personality to fashion involvement, fashion-oriented impulse buying behavior, consumer emotions and hedonic consumption in the Indian context. Design/methodology/approach – Based on a literature review of personality, fashion involvement, emotions, fashion-oriented impulse buying behavior and hedonic consumption, the authors formulated a conceptual model and subsequent hypotheses. Previously valid and reliable scales were used in the study. The data were collected through mall intercept survey with the sample consisting of respondents in the age group 20-45. Factor analysis and structural equation modeling were used as data analysis tools. Findings – Major findings indicate a positive and significant effect of personality on positive emotions. The findings also confirm a significant and positive relationship between fashion involvement and hedonic consumption and hedonic consumption and fashion-related impulse buying behavior. Interestingly, pos...

中文翻译：

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个性与时尚消费：印度语境下的概念框架

目的——本文的目的是将消费者个性与印度背景下的时尚参与、时尚导向的冲动购买行为、消费者情感和享乐消费相结合。设计/方法/方法——基于对个性、时尚参与、情感、时尚冲动购买行为和享乐消费的文献回顾，作者制定了一个概念模型和随后的假设。研究中使用了以前有效和可靠的量表。数据是通过商场拦截调查收集的，样本由 20-45 岁年龄段的受访者组成。因子分析和结构方程建模被用作数据分析工具。调查结果——主要调查结果表明个性对积极情绪有积极和显着的影响。研究结果还证实了时尚参与与享乐消费以及享乐消费与时尚相关的冲动购买行为之间存在显着的正相关关系。有趣的是，邮政...