Measuring the Mediating Impact of Hedonic Consumption on Fashion Involvement and Impulse Buying Behavior

This research has been conducted in order to identify the relationship between impulse buying, hedonic consumption and fashion involvement. For this, primary research has been conducted and data has been collected from 212 students belong to private universities of Karachi. Mediation analysis has been employed in AMOS 21 as a statistical technique in order to identify the relationship between the studied variable. The results suggest that hedonic consumption fully mediates the relationship between fashion involvement and impulse buying as there is no direct significant impact found among variables. The implication drawn state that there is a significant positive impact of fashion involvement on impulse buying through hedonic consumption