Fast Fashion and In-Store Hoarding: The Drivers, Moderator, and Consequences

摘要

In-store hoarding refers to the practice of taking possession of an item and keeping it for themselves while shopping although they are not sure whether to buy or not. We examined theoretical links among in-store behavior, hedonic shopping value, and repatronage intention and a moderating role of fashion innovativeness in the impacts of the three fast fashion factors (perceived perishability, scarcity, and low price) on in-store hoarding. The model was tested using female shoppers from two leading fast fashion retailers in the U.S. We found that while perceived perishability was a stronger driver of in-store hoarding for the high innovativeness group, perceived scarcity was a stronger driver of this act for the low innovativeness group. In-store hoarding and perceived perishability tend to produce positive retail outcomes by increasing hodonic shopping value and repatronage intentions. We discussed theoretical and pratical implications for marketers or retailers in the fashion industry.