Impulsive Buying Behavior in Online Fashion Apparel Shopping: An Investigation of the Influence of the Internal and External Factors among Indian Shoppers

This research study used the Stimulus-Organism-Response (S-O-R) framework to study the impact of atmospheric variables (content, variety, design, navigation, price and promotion) on the browsing activity of the online shopper and its subsequent impact on the felt urge to buy. The impact of individual characteristic traits (shopping enjoyment, IBT) on the urge to buy was also studied. Data for this study were collected from 122 online shoppers from India in the age bracket of 18-45 years, and fashion apparel was chosen as the product category for this research. Findings revealed those significant factors such as atmospheric variables, browsing activity, and Impulsive Buying Tendency (IBT) which influenced a customer’s urge to buy in the context of online shopping in India.