Abstract
The prevalence of online shopping also gave rise to irrational shopping behavior like impulse buying, which makes up a large share of e-retailer revenue. This study’s objective was to analyze the factors that affect impulse buying (i.e., website quality, sales promotion, and fashion consciousness) within the context of apparel/fashion product purchase. Besides, this study also sought to examine the role of sales promotion in moderating the relationship between website quality and impulse buying. An online survey with a final sample size of 211 respondents was carried out using Google Forms and analyzed with Confirmatory Factor Analysis and multiple regression analysis (using R Statistical Software) to analyze four hypotheses. The result indicated that website quality did not affect impulse buying, while sales promotion and fashion consciousness was found to affect impulse buying positively. However, the role of website quality was still critical, since it still played a role as a hygiene factor. Once website quality interacted with sales promotion, it could positively affect impulse buying. Keywords: fashion consciousness, impulse buying, sales promotion, website quality
Highlights
The pervasive use of the internet has shifted the retailing landscape
The result indicated that website quality did not affect impulse buying, while sales promotion and fashion consciousness was found to affect impulse buying positively
Lo et al (2016) suggested that online shopping reflected rational and irrational behavior, and in particular, irrational behavior made up a large share of e-retailer revenue
Summary
The pervasive use of the internet has shifted the retailing landscape. According to Euromonitor International (2018), Indonesia has experienced fast e-commerce growth that will significantly shift shopping habits. This research would like to analyze how website quality, sales promotion, and fashion consciousness affect impulse buying behavior. Later research by Kim (2008) in Park et al 2012) indicated that impulse buying tendencies tended to dominate online purchase of sensory products such as clothing, accessories, and jewelry. This might happened because apparel represented experiential product with strong symbolic meaning that might be associated with many types of hedonic consumer behavior, like browsing or impulse buying (Park et al, 2012). The study may contribute toward understanding the factors that affect impulse buying behavior toward fashion product in the context of Indonesia’s e-commerce. Adding a country-specific insights to complement existing repository of impulse buying studies that was previously conducted in western countries, as well as India and China (Akram et al 2017; Badgaiyan and Verma, 2015)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
