Impulse Buying Intentions of Gen Z’s Consumers from Hedonic Shopping Perspective for Apparels

Abstract

Purpose: The purpose of the study is to explain the paths that lead to impulse buying intentions of Gen z’s consumer behaviour for apparels by hedonic shopping perspective. Design/Methodology/Approach: Data were collected using a structured questionnaire from a sample of 257 consumers from north India aged 15 to 27 by using the simple random sampling. For testing the research hypotheses, regression analysis was employed using SPSS. Findings: The results of the study reveal that all the five variables of hedonic shopping value is positive associated with Impulsive buying intentions of Gen z’s for apparels. Research Limitations/Implications: The study assumes immense significance because it presents the insights regarding the behaviour of eastern Uttar Pradesh consumers and would be informative for consumer behaviour researchers, retailers and marketers. The study neglects demographic and socio-psychological factors which are the major factor that affects consumer’s purchase behavior. Originality/Value: This research adds to the understanding of association between hedonic shopping and impulse purchase. In this regard, the study's findings of the study would contribute to scant empirical works of impulse buying behaviour of apparel purchasers which help marketers to improve their business strategy.