Consumer Behavior

Too Many Choices? Consumer Behavior in Fast Fashion Stores

  • Joohye Hwang (University of Missouri)
  • Tracie Tung (California State University, Northridge)
  • Hira Cho (California State University, Northridge, CA, USA)


This study examined the impact of product overload and store surroundings on retail shoppers' confusion and their avoidance shopping behavior during-store shopping at fast fashion stores based on the SOR framework. An online survey was performed using Qualtrics panels, and SEM was conducted to test the hypotheses. The findings confirmed that both cues from the store surrounding and the information rate are significantly related to shoppers' confusion and avoidance behavior. The dominant dimensions, efficiency, and helplessness, of retail shopper confusion in the context of fast fashion, indicated that their confusion tends to come from the utilitarian shopping value. Thus, retailers need to develop strategies that assist consumers in navigating in-store more efficiently and easing their information processing by improving product assortment planning and in-store display. Further research is required to understand what substantial strategies can reduce choice overload in fast fashion stores.

Keywords: Fast fashion, Retail shopper confusion, Avoidance behavior, Product overload, Choice overload, Fast fashion store environment

How to Cite:

Hwang, J., Tung, T. & Cho, H., (2020) “Too Many Choices? Consumer Behavior in Fast Fashion Stores”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi:



Published on
28 Dec 2020
Peer Reviewed