Purpose

The study aims to examine fast fashion consumers' negative in-store experiences focusing on the effect of the two store environment factors, product overload and store ambiance, on their confusion and consequent shopping avoidance behavior.

Design/methodology/approach

A research model of fast fashion consumers' confusion and store avoidance behavior is proposed using the Stimulus–Organism–Response framework. A pretest and the main online survey with 281 samples are analyzed, and the structural equation modeling (SEM) is conducted to test the proposed model.

Findings

The SEM results support the proposed paths statistically. Consumers' confusion, measured with the two dimensions, inefficiency and helplessness, is significantly influenced by their perceived product overload and negative perception of store ambiance in the fast fashion shopping environment. Subsequently, fast fashion consumers' confusion results in less time spent in the store.

Originality/value

The study sheds light on utilitarian shopping value in the fast fashion shopping environment by focusing on the fast fashion consumers' confusion in association with overloaded information caused by too many products and store ambiance.

Research limitations/implications

The study implies that improving fast fashion stores' inherent issues with too many products and store ambiance might help consumers mitigate their confusion and prevent customer attrition. However, the study includes only two factors. Future studies may include other various fast fashion store factors. Additionally, one of the dimensions of confusion, irritation, did not emerge in this study. More work is needed to investigate fast fashion consumers' confusion, such as using a multigroup analysis by age.

中文翻译：

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消费者为何离开快时尚店？购物者困惑的作用

目的

该研究旨在研究快时尚消费者的负面店内体验，重点关注产品超载和商店氛围这两个商店环境因素对他们的困惑和随之而来的购物回避行为的影响。

设计/方法论/途径

使用刺激-有机体-反应框架提出了快时尚消费者困惑和回避行为的研究模型。对281个样本的预测试和主要在线调查进行了分析，并进行了结构方程建模（SEM）来测试所提出的模型。

发现

SEM 结果在统计上支持所提出的路径。消费者的困惑，从低效率和无助这两个维度来衡量，很大程度上受到他们在快时尚购物环境中感知到的产品超载和对商店氛围的负面感知的影响。随后，快时尚消费者的困惑导致他们在商店停留的时间减少。

原创性/价值

该研究通过关注快时尚消费者因过多的产品和商店氛围而导致的超载信息的困惑，揭示了快时尚购物环境中的功利购物价值。

研究局限性/影响

该研究表明，改善快时尚店产品过多和店内氛围的固有问题可能有助于消费者减轻困惑并防止客户流失。然而，该研究仅包括两个因素。未来的研究可能包括其他各种快时尚店因素。此外，这项研究中并没有出现困惑的维度之一——刺激。需要做更多的工作来调查快时尚消费者的困惑，例如使用按年龄进行的多组分析。