Abstract
This article attempts to analyse the changes occurred in the behaviour of the customer for online buying of fashion products. The prime objective of this study is to bridge the gap by contributing to the literature about the impact of pandemic on consumer buying tendencies for fashion industry. This study proposes a model for impulse buying of fashion apparel based on consumers’ shopping behaviour during COVID-19 pandemic. The conceptual model was developed using stimulus organism response (S-O-R) theory using fashion involvement (FI), hedonic shopping value (HSV) and sales promotion (SP) as independent variables, positive emotions (PE) as a mediating variable and impulse buying (IB) as a dependent variable. The data was collected from 569 respondents from central Indian region, the collected data was analysed using PLS-SEM 3 software. The importance performance map analysis (IPMA) was used to understand the accurate performance of variables. The result shows the significant and positive impact of HSV and PE on IB, unlike FI and SP which were not showing significant impact. Moreover, PE is a significant mediator in the relationship of the constructs. This study contributes by providing original insights into the IB literature. The analyses of IPMA will help the fashion industry to rebound after COVID-19.
Highlights
Fashion is defined as the most popular style of clothes or way of life at any given period, and it evolves with time
Because it affects 40% to 80% of purchase decisions, there is a lot of interest in impulse buying (IB) (Amos et al, 2014) Unplanned stimulation provided by businesses through visual merchandising, such as tempting displays, store layouts, pricing, sales promotions, packing and a variety of product categories, is known as impulsive purchases
fashion involvement (FI) was measured from five items which were developed in some previous studies as well, hedonic shopping value (HSV) was measured from five statements; Arnold and Reynolds (2012), sales promotion (SP) was measured by three statements; and positive emotions (PE) was measured by five items developed
Summary
Fashion is defined as the most popular style of clothes or way of life at any given period, and it evolves with time. In 1940, researchers identified or acknowledged impulse purchase behaviour for the first time, which was followed by further research. Because it affects 40% to 80% of purchase decisions, there is a lot of interest in impulse buying (IB) (Amos et al, 2014) Unplanned stimulation provided by businesses through visual merchandising, such as tempting displays, store layouts, pricing, sales promotions, packing and a variety of product categories, is known as impulsive purchases. Impulsive people are more likely to relapse in their need for unplanned, immediate and unexpected purchases, making them with little regard for the consequences (Amos et al, 2014). For this study, we focussed on the affective component, which is followed by emotional desire, which leads to an illogical want to buy
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