Purpose: This paper aims to test the relationships between shopping enjoyment, economic motivation, apparel shopping self-confidence, perceived informativeness, perceived irritation and buying intention, using Uses and Gratification (U&G) theory, in a mediated model using virtual dressing room...

Purpose – The purpose of this paper is to examine certain aspects of the relationship between impulse buying and resulting cognitive dissonance in the context of spring break student shopping. Design/methodology/approach – The paper employs exploratory analysis utilizing a quantitative...