Cinjarevic, Merima; Tatic, Kasim; Petric, Srdjan - In: Economic Review: Journal of Economics and Business 09 (2011) 1, pp. 3-15
The purpose of this study is to examine the influence of six broad categories of hedonic shopping motivations (adventure,gratification,role, value, social, and idea shopping) and fashion consciousness on consumers’ impulse buying behavior.The online questionnaire was created using LimeSurvey,...