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
b
Department of Fashion Design Information, Chungbuk National University, 410 SungBongRo, CheongJu 361-763, Republic of Korea
c
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

a r t i c l e i n f o a b s t r a c t

Article history: This study explores the relationship among product attributes, web browsing, and impulse buying for apparel
Received 1 August 2010 products in the Internet context. University students completed a total of 356 usable questionnaires. Data analysis
Received in revised form 1 January 2011 was conducted using confirmatory factor analysis and structural equation modeling via LISREL 8.8. Findings
Accepted 1 February 2011
confirm that apparel product attributes consist of three factors: variety of selection, price, and sensory attributes.
Available online xxxx
The study confirms that two types of web browsing occur: utilitarian and hedonic. In an estimated structural
Keywords:
model, the variety of selection has a positive effect on utilitarian web browsing, whereas price has a positive effect
Apparel attributes on hedonic web browsing. Additionally, utilitarian web browsing has a negative effect on impulse buying,
E-impulse buying whereas hedonic web browsing has a positive effect on impulse buying for apparel on shopping websites.
Selection In particular, the factors of variety of selection and sensory attributes have direct effects on e-impulse buying for
Web browsing 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 Dong-
A 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: ejpark@dau.ac.kr (E.J. Park), eunykim@cbnu.ac.kr (E.Y. Kim),
vfunches@aum.edu (V.M. Funches), wfoxx1@troy.edu (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 experi-
ential 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 brows-
ing 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
2 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 goal-
direct 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,
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
supplying these cues on the shopping websites may facilitate web
browsing, which affects consumers' decisions to buy online (Lepkowska-
White, 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 shop-
pers 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 promo-
tions (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
 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).
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
3
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
external stimuli (e.g., virtual customization of the product, the extra
discount, and price) not only attracts new customers to a retail website
but also promotes impulse buying (Dawson and Kim, 2009; Youn and
Faber, 2000). Similarly, Madhavaram and Laverie (2004) suggest that
exposure to stimulus is responsible for impulse purchases over the
Internet. Because of the inability to touch apparel products in online
shopping, consumers need product-specific shopping content (e.g.,
color, size, design, and fabric) to substitute for a more sensory
experience (Bei et al., 2004; Kim and Knight, 2007; Peck and Childers,
2003; Smith and Sivakumar, 2004), which can lead to consumer impulse
purchases. The literature underscores the importance of product
attributes in impulsive apparel purchases in an online shopping context.
The final hypothesis follows:
H5. Product attributes on a shopping website are related to e-impulse
buying for apparel products.
3. Method
3.1. Measures
To test the proposed hypotheses, a self-administered questionnaire
was developed using multi-item scales drawn from the literature.
Questions mainly addressed product attribute, web browsing and
e-impulse purchases on online apparel shopping websites. After initial
questionnaire generation, in-depth interviews with university faculty
and graduate students were conducted to refine the instrument. These
interviews enabled the researchers to gauge the clarity of the tasks and
verify that important nuances had not been omitted. Input from the
interviews with respect to wording, instructions, and format were used
to refine the final questionnaire.
For the product attributes on the shopping websites, ten items were
devised by focusing on key apparel attributes drawn from the literature
(Hong and Lee, 2005; Kim et al., 2005). The twelve items adapted from
the literature measure web browsing (Babin et al., 1994; Lee and Lee,
2003) encompassing both utilitarian and hedonic aspects. Seven items
measure e-impulse buying by modifying existing scales (Rook and
Fisher, 1995; Park et al., 2006). Respondents listed a shopping website
they frequently used and assess the questions based on their experience
with that site. A 7-point scale, with anchors of 1 = very unlikely and 7 =
very likely, measured each item. Respondents provided their demo-
graphic characteristics (e.g., gender, age, and monthly allowance) at the
end of the survey. The English version of questions from the literature on
4 E.J. Park et al. / Journal of Business Research xxx (2011) xxx–xxx

Table 1
Measurement model results.

Constructs and indicators Factor loadings Cronbach's α Variance extracted

Variety of selection .83 .62

The shopping website deals with a variety of fashion items. .81
The shopping website has wide assortment of products with different prices. .84
The shopping website deals with a variety of brands. .76
The shopping website sells up-to-date fashion items. .74
Price attribute .89 .78
The shopping website carries products with reasonable prices. .85
Discounted prices are very cheap in the shopping website. .91
The price of products in the shopping website is economical. .88
Sensory attribute .80 .62
The shopping website carries products in various colors. .80
The shopping website provides a variety of sizes. .81
There are a variety of styles or designs in the shopping website. .74
Utilitarian web browsing .93 .78
I browse to buy better items in price or quality. .90
I browse the shopping websites to gather information about products. .96
I look around the shopping websites to comparison shop. .92
I browse the shopping websites in order to get additional value as much as possible. .82
I browse for efficient shopping online. .81
Hedonic web browsing .89 .72
While web browsing I am able to forget my problems and to feel relaxed. .80
During web browsing I am very excited, like playing. .92
I enjoy web browsing enough to forget a time out. .92
I look around at items on the Internet just for fun. .77
E-impulse buying .90 .71
I buy apparel items at a whim on the Internet. .78
During online shopping I buy apparel products without a lot of thinking. .89
I tend to buy things I have no desire to buy during online shopping. .89
I tend to think about it after purchasing. .86
When I find something I like on the Internet I purchase it immediately. .79

Goodness of Fit statistics: χ2 = 631.41 df = 237 p b .001; GFI = .87; AGFI = .84; CFI = .97; RMSEA = .06.

browsing and impulse buying were double back-translated into Korean index (AGFI), comparative fit index (CFI), and root mean square error of
to ensure the equivalence of the two versions of the questionnaire. approximation (RMSEA).

3.2. Sample and data collection 4. Results and discussion

The study sample frame included undergraduate students from the
metropolitan area of southeastern South Korea who had home-based
Internet access and experience with online apparel product purchases.
Data collection was conducted during regularly scheduled classes with
no provided incentive. Participants were informed in writing that
completing the survey was voluntary, anonymous, and no penalty
would be levied for lack of participation. A total of 356 usable
questionnaires were obtained from respondents. The sample consisted
primarily of females (77.2%) ranging from 18 to 36 years old, with an
average age of 21.9. Seven apparel shopping websites frequently visited
by participants included: G Market (www.gmarket.co.kr; 40.9%),
Auction (www.auction.co.kr; 22.2%), Shopping Street 11st (www.11st.
co.kr; 12.0%), Stylenanda (www.stylenanda.com; 9.0%), Qnigirls
(www.qng.co.kr; 6.6%), D&Shop (www.dnshop.com; 6.3%), and
Lotte.Com (www.lotte.com; 3.1%). The majority (83.4%) spent less
than $86 (100,000 Korean won) per month on clothing purchases on the
shopping websites.
3.3. Data analysis
4.1. Measurement model result
With CFA assessing measurement reliability and validity, all
observed indicators were set free by standardizing all exogenous and
endogenous latent variables. CFA revealed the χ2 value was 631.41 with
237 degrees of freedom, which was significant (p b .001). Other fit
indices were within acceptable ranges (GFI = .87; AFGI = .84; CFI= .97;
RMSEA= .06). The measurement model presented in Table 1 shows the
factor loadings for each construct as statistically significant and greater
than .70 (i.e., ranging from .74 to .96, p b .001), and internal consistency
reliability (Cronbach's alpha) ranging from .80 to .94. The variance
extracted by the items exceeded the recommended level of .50 (Hair et
al., 1998), indicating an adequate level of convergent validity (Bagozzi
and Yi, 1988). Therefore, the measurement model was confirmed to be
valid and reliable. Table 2 shows the correlations, means, and standard
deviations for the scales.
The results confirm three factors of apparel product attributes:
variety of selection, price, and sensory attributes. Variety of selection
includes four items associated with variety of fashion items or brands.

Preliminary, confirmatory factor analysis (CFA) was used to verify

the underlying dimensions of product attributes, web browsing, and Table 2
e-impulse buying for apparel on the shopping websites. Next, the Correlation matrix and descriptive statistics.
validity of the measurement was assessed with CFA, and Cronbach's VS PR SA UB HB IB Mean SD
alphas were calculated for the scale items to ensure they exhibited
Variety of selection (VS) 1 5.1 1.04
satisfactory levels of internal consistency. For hypothesis testing, the Price attributes (PR) .43 1 4.9 1.12
study employed structural equation modeling with measurement and Sensory attributes (SA) −.07 .49 1 4.7 1.09
structural models using maximum likelihood (ML) via LISREL 8.80. The Utilitarian web browsing (UB) .48 .24 −.12 1 5.1 1.21
overall fit of the model was assessed with various statistic indexes: Hedonic web browsing (HB) .37 .26 .08 .68 1 4.4 1.31
E-impulse buying (IB) .32 .20 .10 .62 .68 1 4.4 1.30
chi-square (χ2), goodness of fit index (GFI), adjusted goodness of fit

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 5

The three items employed for price attributes focus on consumer value
and economic benefit. Sensory attributes include three items related to
the multisensory aspects of apparel shopping (e.g., color, sizing, and
styling) that consumers experience through their senses. Descriptive
statistics indicate the mean for variety of selection was the highest
(M= 5.1), followed by price (M= 4.9) and sensory attributes (M= 4.7).
Utilitarian web browsing consists of five items focusing on browsing
as a way to improve process efficiency and effectiveness. Hedonic
browsing consists of four items concentrating on shopping as an
entertaining and relaxing process. The mean for utilitarian browsing is
higher (M= 5.1) than that of hedonic browsing (M= 4.4), which
supports the premise that browsing is a dyadic construct encompassing
both utilitarian and hedonic purposes in the context of online apparel
product shopping (Wolfinbarger and Gilly, 2001).
4.2. Structural equation modeling
Once constructs were verified reliable and valid, a single-stage
analysis with simultaneous estimation of both measurement and
structural models was conducted. In the structural equation model,
the three exogenous variables are variety of selection, price attributes,
and sensory attributes (ξ1–ξ3), and the three endogenous constructs are
utilitarian web browsing, hedonic web browsing and e-impulse buying
(η1–η3) (see Fig. 1). The measurement model includes ten indicators
(x variables) for the exogenous variables associated with the attribute
factors and 14 indicators (y variables) for the endogenous variables of
web browsing and e-impulse buying.
A structural equation model assesses the causal relationships
hypothesized among product attributes, web browsing, and e-impulse
buying for apparel on the Internet. In the structural model, χ2 value is
evaluated first. The χ2 value is 440.83 with 233 degrees of freedom,
which is significant (p b .001). Other fit indices indicate an acceptable fit
for the proposed model (GFI= .91; AGFI= .88; CFI = .98; RMR = .05;
RMSEA= .05) based on recommendation level (Hair et al., 1998).
Results for this model appear in Fig. 1 and hypotheses were tested with
the model.
4.3. Hypothesis testing
The structural model illustrated in Fig. 1 shows only significant
standardized path coefficients. The three shopping attribute factors are
significantly related to web browsing (e.g., hedonic and utilitarian
browsing), which significantly affects the e-impulse buying of apparel.
The estimated model accounts for 40% of the total variance in e-impulse
buying.
In H1, variety of selection on the shopping website is proposed to
positively affect both utilitarian web browsing (H1a) and hedonic web
browsing (H1b) for apparel products. As shown in Fig. 1, variety of
selection is positively related to utilitarian web browsing (r11 = .42,
t = 5.13, p b .001) while the relationship of variety of selection to
hedonic web browsing (H1b) is not significant. Thus, H1a is supported.
H2 proposes price attributes positively influence utilitarian web
browsing (H2a) and hedonic web browsing (H2b) for apparel products.
The effect of price is not significant on utilitarian web browsing but is on
hedonic web browsing (r22 = .19, t = 1.99, p b .05). Thus, H2b is
supported, suggesting the importance of hedonic aspects of price
attributes to encourage web browsing activity for apparel products. This
finding indicates that price attributes, such as lower or discount prices,
help visitors enjoy web browsing, supporting the hedonic benefits of
economic price as perceived by consumers (Babin et al., 1994; Kim and
Kim, 2005).
H3 proposes that sensory attributes positively influence both
utilitarian (H3a) and hedonic (H3b) web browsing for apparel products.
The sensory attributes did not significantly influence both types of
browsing, so neither H3a nor H3b are supported. However, the results
support the discussion that the sensory aesthetics of apparel encourage
consumers to be actively involved in extended information processing
(Kim, 2008; Lim and Dubinsky, 2004; Park and Stoel, 2002).
H4 proposes a direct effect of web browsing (e.g., hedonic and
utilitarian) on e-impulse buying. As shown in Table 3, utilitarian web
browsing has a negative effect on the e-impulse buying for apparel
(β31 = −29, t = −4.89, p b .001), whereas hedonic browsing has a
positive effect (β32 = 63, t = 10.05, p b .001). This evidence supports the
hedonic nature of impulsive behavior (Beatty and Ferrell, 1998; Kim,

Variety of -.34***
Selection
.42***
1
Utilitarian
Browsing
1 -.29***
Price E-Impulse
Attribute Buying
3
2
.19*
.63***
Hedonic
Browsing
Sensory 2

Attribute
3

.20**

Goodness of Fit Statistics: 2 =440.83 df=233 p=.00

GFI=.91; AFGI=.88; CFI=.98; RMR=.05; RMSEA=.05
Note: *p<.05 **p<.01 ***p<.001
Fig. 1. A structural model for apparel product attributes, web browsing, and e-impulse buying on shopping websites.

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

Table 3
Partial mediation and full mediation models for impulse buying on the Internet.

Paths Partial mediation Full mediation

Standardized path coefficients t-value Standardized path coefficients t-value

VS → UB .42 5.13⁎⁎⁎ .42 5.18

VS → HB .11 1.26 .08 0.97
PR → UB .08 0.94 .08 0.93
PR → HB .19 1.99⁎ .20 2.10⁎
SA → UB .01 0.07 .01 0.06
SA → HB .00 0.04 .02 0.19
UB → IB −.29 − 4.89⁎⁎⁎ −.35 − 6.48⁎⁎⁎
HB → IB .63 10.05⁎⁎⁎ .65 10.15⁎⁎⁎
VS → IB −.34 − 4.26⁎⁎⁎ – –
PR → IB .12 1.47 – –
SA → IB .20 2.52⁎⁎ – –
Chi-square with df χ2(233) = 440.83 χ2(236) = 463.37
GFI .91 .90
AGFI .88 .88
CFI .98 .98
RMR .05 .06
RMSEA .05 .05

Note: Variety of selection (VS), Price attributes (PR), Sensory attributes (SA), Utilitarian web browsing (UB), Hedonic web browsing (HB), E-impulse buying (IB).
⁎ p b .05.
⁎⁎ p b .01.
⁎⁎⁎ p b .001.

2008; Lee and Lee, 2003; Park et al., 2006) in the context of online
shopping. Therefore, H4a and H4b are both supported.
Finally, H5 posits product attributes relate to e-impulse buying for
apparel products. According to the estimated model, variety of selection
(r31 = −.34, t = − 4.26, p b .01) and sensory attributes (r33 = .20,
t = 2.52, p b .01) have direct effects on e-impulse buying for apparel in
the Internet while price attributes did not, thus partially supporting H5.
This finding is not consistent with a previous finding that browsing fully
mediates the effect of web contents, such as informative and emotional
contents, on buying impulsiveness (Lee and Lee, 2003). As a stimulus,
exposure to product attributes on the shopping site leads to an impulse
purchase of the product.
5. Conclusions and implications
Within a dynamic e-tail environment, web browsing is viewed as an
important part of the shopping experience. This study provides insight
for marketers into developing e-business strategies by understanding
impulse buying behavior in conjunction with browsing the web. The
study focuses on three attributes as perceived by Korean consumers:
variety of selection, price, and sensory attributes. The findings confirm
that product attributes are significantly related to web browsing and
e-impulse buying for apparel, with variety of selection and price
attributes on shopping websites playing an important role in web
browsing and e-impulse buying for apparel products. The results also
reinforce a broadened theory of impulse buying behavior (Baumeister,
2002; Beatty and Ferrell, 1998; Bellenger et al., 1978), which suggests
that web browsing is a key to influence online impulse buying for
apparel purchase from both utilitarian and hedonic perspectives.
In an online shopping context, variety of selection is a significant
driving factor in utilitarian web browsing, eventually discouraging
impulse buying decisions on the Internet. In other words, product
assortment in color, design, or price on the shopping websites
are more likely to increase web browsing for utilitarian purpose
(i.e., gathering information or comparison shopping), so consumers
are less likely to buy apparel on impulse while browsing the site. This
result implies that such goal-directed behavior (Novak et al., 2003)
facilitates better consumer choices through intensive browsing on the
Internet. Also, the variety of selection has a direct and negative effect
on e-impulse apparel buying, emphasizing more of a utilitarian focus
with a greater selection of products online. This finding implies that
variety of selection can be a marketing stimulus for web browsers to
engage in rational informational processing (Moe, 2003) during
online shopping.
In addition, price is critical to the encouragement of hedonic web
browsing, which supports Babin et al.'s (1994) hedonic aspect of
consumers' economic perceptions that consumers enjoy hunting for
bargains or reasonable offerings. Accordingly, e-tailers need to develop
pricing strategies with emotional excitement for web browsers on the
shopping websites (Mazaheri et al., 2010). Unexpectedly, sensory
attributes are not significantly related to web browsing for apparel.
Rather, the sensory attributes in the shopping website have a direct
effect on e-impulse buying behavior for apparel. This finding supports
the notion that sensory aesthetic attributes are a marketing stimulus to
promote impulse buying (Dawson and Kim, 2009; Madhavaram and
Laverie, 2004; Youn and Faber, 2000). Therefore, e-tailers can use
product virtualization technology (Kim and Knight, 2007) to provide the
apparel product information on the website and convert first-time
visitors or web browsers into impulse buyers while shopping online.
With respect to the role of web browsing, this study documents that
utilitarian browsing partially mediates the variety of selection, which
discourages e-impulse buying for apparel, whereas hedonic web
browsing mediates the effect of price attributes on e-impulse buying.
Thus, consumers are likely to make impulse purchases based on price or
special promotional offers during web browsing. These findings provide
several managerial implications for improving the e-tail environment
and converting browsing behavior into purchasing behavior, all of
which may increase online market share for apparel products. Apparel
e-tailers need to focus as much on product information and entertain-
ment as they do on supply factors, such as merchandise selection,
pricing, and sensory experience. Therefore, a successful e-tail strategy
would (a) emphasize utilitarian value of selections, including new
products or brands, (b) introduce hedonic value of sales promotions, or
(c) expand sensory experiences with online atmospherics using
advanced technology (e.g., 3D virtual models), leading to fashion-
oriented impulse buying (Park et al., 2006; Kim, 2008).
This study contains several limitations. The sample of college
students in Korea limits the findings. For online shopping attributes of
apparel products, more reliable scales need to be developed by a
qualitative approach (e.g., focus group interviews). Future studies are
recommended to manipulate the flow of web browsing and estimate
how browsers are converted into purchasers (impulse vs. planned)

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
during online shopping. Such an understanding can allow researchers to
expand their knowledge of the information processing model across
cultures for global marketing.
Acknowledgments
The authors acknowledge the following colleagues for their
assistance in reviewing initial drafts of this research. Thomas A. Dukes,
Troy University Montgomery; Walter Henley, University of North
Alabama; Mary Catherine Colley, Troy University Phoenix City; and.
Sampath Ranganathan, University of Wisconsin-Green Bay.
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