Effect of demographic factors and apparel product categories on online impulse buying behaviour of apparel consumers

Abstract

The role of demographic factors (age, gender, income, education, and occupation) and various apparel product categories on the online impulse buying behaviour (OIBB) of apparel consumers is investigated in this research. Data was collected using a convenience sampling (non-probability) method. The 404 apparel customers in Delhi (NCR) participated in the survey using a structured questionnaire. Multiple regression, percentage analysis, and chi-square tests were performed for data analysis. The multiple regression results revealed that gender, age, education, and occupation were significantly and inversely associated with the impulse buying behaviour of apparel consumers. Further, the results indicated that income was significant and directly associated with the OIBB for apparel consumers. ANOVA findings indicated that apparel consumers’ demographic factors (age, gender, income, education, and occupation) have a significant simultaneous impact on the OIBB of apparel consumers. It was found that the T-shirt was the most popular online apparel product category for the impulsively purchased item (32.43% out of 11 apparel product categories). The research findings provide recommendations for e-retailers to improve marketing strategies to enhance online buying among apparel consumers.

Muslim fashion dynamics: The mediating role of positive emotion in elucidating impulsive buying behavior

“…Impulse buying is marked by its sudden, immediate nature, devoid of premeditation, and driven by emotions, as emphasized by Smith and Kabamba (2022) and Lo et al (2022). Huo et al (2023) underscore the spontaneous aspect, particularly in online shopping, evident in studies like Rani and Catherine (2023) and Trivedi et al (2023), where ecommerce convenience fuels impulsive tendencies. Beyond transactions, consumer behavior in impulsive buying involves understanding psychological and emotional factors driving spontaneous actions.…”

“…A study by Martaleni et al (2022) on flash sales and online impulse buying introduces the mediation effect of emotions, providing insights into how emotional states mediate impulsive buying behavior in online contexts. Moreover, Trivedi et al (2023) contribute by exploring the effect of demographic factors on online impulse buying behavior, likely integrating demographic theories into impulsive buying research. A study by Tanveer et al (2022) on determinants of impulsive buying for offline beauty products offers a unique perspective, drawing on consumer intention and behavior theories specific to the beauty industry.…”

“…Individual differences, particularly personality traits, contribute to understanding impulsive buying, as seen in Tanveer et al (2022) empirical analysis of consumers' purchase intentions for beauty products. Trivedi et al (2023) examine the effect of demographic factors and apparel product categories on online impulse buying, providing insights into how individual characteristics and product nature contribute to impulsive buying tendencies. Recent studies highlight the importance of emotions, situational elements, personality traits, and demographics in comprehending the complex phenomenon of impulsive buying.…”

“…Muslim fashion customers can experience positive emotions as an influence from fashion involvement (Cameron et al, 2015;Kusumawati et al, 2019;Munjal et al, 2023). However, involvement in the world of fashion has not been able to provide a meaningful influence on decision to buy impulsively (Trivedi et al, 2023). Cultural and religious values such as modesty and responsible spending act as deterrent to impulsive behavior, even when involvement in fashion are high (Razzaq et al, 2018b;Shafee, 2020).…”

“…Impulsive buying, a decision made hastily without prolonged consideration, is influenced by factors like a comfortable shopping environment, trendy products, and appealing store design, leaving a positive impression (Rani & Catherine, 2023). Viewed by some as a stress-relieving activity, impulsive buying involves quick and spontaneous buying decisions (Smith & Kabamba, 2022;Trivedi et al, 2023). It is characterized by unplanned buying, acquiring items not immediately needed, and a limited decision-making timeframe.…”