Understanding Impulse Buying Behavior in Online Fashion Apparel Shopping

Harish Kumar singh; Abhiraj Gujar; Hasmukh Panchal

doi:10.36948/ijfmr.2025.v07i02.40593

Understanding Impulse Buying Behavior in Online Fashion Apparel Shopping

Author(s)	Harish Kumar singh, Abhiraj Gujar, Prof. Hasmukh Panchal
Country	India
Abstract	The internet clothing retail market has been growing rapidly during the last decade, changing retail dynamics and molding consumer purchasing behaviors. The sharp uptick in purchasing apparel online is due to several reasons that cover convenience, easier access, and a broad array of product availability. An important driver of this expansion, though, is the existence of impulse buying, a behavior typified by spontaneous, unplanned purchases motivated by an intricate interplay of psychological, marketing, and environmental factors. This study explores the complex dynamics of impulse buying in the context of online fashion clothing, offering a complete analysis of the underlying factors driving this behavior. By taking a multi-dimensional approach that includes a broad literature review, a comprehensive consumer survey, and an analysis of existing industry practice, this research seeks to disentangle the key drivers of impulse buying online. The conclusions provide useful information for online fashion retailers looking to capitalize on the behavior to boost sales and for consumers looking to better navigate the enticing world of online fashion retailing. This research takes a look into the psychological impulses that cause fashion online impulse purchases. It analyses the role undertaken by emotions such as excitement, desire, as well as perhaps a sense of urgency, to drive purchasing behaviour. The study delves into the ways in which such emotional states are likely to be amplified within the online environment, where provocative advertising and good-looking product displays can trigger a heightened feeling of yearning and FOMO (fear of missing out). Furthermore, the study looks at cognitive variables such as ease of online browsing, the availability of recommendations, and perceived shortages of specific products, all of which may contribute to a compromised sense of self-control and greater possibilities of impulsive purchases. The issue of "retail therapy" and its manifestation in the virtual environment is also addressed, examining how consumers may utilize online fashion shopping as a means of emotional regulation, leading to impulse purchasing as a coping strategy. Apart from psychological considerations, this research considers the significant role of marketing techniques in impulse purchases of fashion online. It investigates the different methods used by online stores to induce impulsive purchases, such as the tactical utilization of discounts, promotions, and time-limited offers. The study examines the ability of visual merchandising online, where well-quality product photography, video content, and virtual try-on technologies can provide a persuasive and interactive shopping experience for impulse purchases. In addition to this, the study examines personalization and precision advertising in informing consumer choice and inducing impulsive behavior. It discusses how algorithmic suggestions and data analysis are utilized to forecast consumer requirements and offer them appealing merchandise that matches their previous browsing records and buying behaviors, thus spurring the chances of impulse buys. The effect of user-generated content, including social media endorsements and online reviews, on impulse purchasing is also taken into account, examining how these social signals can induce a sense of social pressure and affect purchasing behavior. It also addresses the environmental cues that affect impulse buying in the online fashion clothing industry. It takes into account how consumer behavior is affected by website design and user interface when shopping online, examining how ease of use, simple product categorization, and a simple checkout process can trigger impulsive behavior. The research examines the social media sites' role in influencing consumer behavior and impulse purchasing, taking into account how bloggers, influencers, and online communities are involved in creating desire and making impulse purchasing the new norm. The research also takes into account the role of social trends and cultural influences on impulse buying, examining how the growing focus on personal style and self-expression drives demand for new fashion products and makes a culture of impulse shopping. The research also examines the impact of mobile commerce on impulse buying, examining how the convenience and simplicity of shopping apps make impulsive purchases more likely. In order to gain firsthand knowledge of the experiences and driving forces of online fashion customers, a consumer survey was undertaken as part of this study. The poll investigates how frequently and what kinds of purchases are made on impulse, looking at the most popular product categories and the variables that influence these purchases. It explores whether customers feel excited, guilty, or regretful after making an impulsive purchase. It also looks at the emotional states linked to impulse buying. Consumer knowledge of marketing strategies and their perceived impact on purchase decisions are also investigated in the study. The poll also looks at how consumers control their impulsive purchasing, including whether they use measures like budgeting, making shopping lists, or avoiding particular websites or applications. The conclusions of this study are useful for both consumers and online shoppers. For marketers, the research indicates the need to learn about psychological stimuli, marketing tactics, and environmental factors that lead to impulse purchases. It suggests ways of developing more efficient marketing campaigns that appeal to consumers and foster impulsive spending while taking into consideration ethical considerations. For consumers, the research seeks to inform them of the causes of impulse purchasing and help them to make more mindful buying decisions. The work presents practical strategies for coping with impulsive behavior and avoiding the pitfalls of overspending and regretful buying. Through an understanding of the dynamics of impulse purchasing, consumers and retailers alike are better equipped to make their way through the world of online fashion, resulting in a more equitable and sustainable shopping experience. This study adds to the expanding knowledge base of consumer behavior in the digital world and provides important insights into the complicated dynamics of forces influencing buying behavior in the online fashion apparel marketplace.
Keywords	Impulse buying behavior, Online fashion shopping, psychological triggers, Emotional influence, Marketing strategies, Retail therapy, Visual merchandising, Personalized advertising, Social media influence, Mobile commerce, Consumer behavior, User interface design, Fear of missing out (FOMO), Online retail environment, Cognitive factors, Environmental cues, Product recommendations, Time-limited offers, Self-control, Consumer decision-making.
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-04-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.40593
Short DOI	https://doi.org/g9dg2m

View / Download PDF File

E-ISSN 2582-2160

doi

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads

Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 2 Cover Page Vol 7 Isu 1 Cover Page Vol 6 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Understanding Impulse Buying Behavior in Online Fashion Apparel Shopping

Share this