Antecedents of Online Impulse Buying Behaviour- A Study of the Apparel Industry

Authors

DOI:

https://doi.org/10.53983/ijmds.v14n11.005

Keywords:

online impulse buying, apparel industry, convenience, ease of payment, social media influencers, online advertisements, 24×7 availability, product requirement

Abstract

Online impulse buying has emerged as a dominant phenomenon governing modern consumer behaviour with the rapid expansion of e-commerce and digital marketing. This study examines the antecedents of online impulse buying behaviour in the apparel industry, considering six factors: convenience, ease of payment, online advertisements, social media influencers, 24×7 availability, and product requirement. Data will be collected through a structured questionnaire from active online apparel shoppers and analysed using SPSS to identify the relative impact of each factor. The expected contribution of the research is that it would provide theoretical insights into the impulsive buying drivers in digital environments, along with managerial implications for apparels e-retailers while designing strategies to ethically enhance consumer engagement and purchase likelihood.

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Author Biographies

Mr. Kuldeep Singh, Assistant Professor, Maharaja Agrasen University Baddi Himachal Pradesh

Mr. Kuldeep Singh working as Assistant Professor, Department of Commerce, Maharaja Agrasen University, Baddi, Himachal Pradesh. He received his Bachelor of Commerce and Master of Commerce from Himachal Pradesh University - Shimla. Mr. Singh completed his PhD degree in Marketing from Maharaja Agrasen University, Baddi, Himachal Pradesh. With a strong background in Marketing, he has contributed to various academic and professional platforms through research, teaching, and publications. His research interests include Digital Content Marketing and the Indian Knowledge System. Kuldeep Singh has presented papers at national and international conferences and has published in peer-reviewed journals. He is committed to advancing knowledge and practical insights in Digital Marketing through evidence-based research and collaborative initiatives.

Dr. Dipi Talwar, Assistant Professor, Maharaja Agrasen University Baddi Himachal Pradesh

Dr Dipi Talwar is an Assistant Professor at Maharaja Agrasen University, Baddi. She has a PhD in Human Resources and is UGC-NET qualified in management. Her research areas are human resource management, economics, operations research, and consumer behaviour.

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Published

16-11-2025

How to Cite

Singh, K., and D. Talwar. “Antecedents of Online Impulse Buying Behaviour- A Study of the Apparel Industry”. International Journal of Management and Development Studies, vol. 14, no. 11, Nov. 2025, pp. 44-53, doi:10.53983/ijmds.v14n11.005.

Issue

Vol. 14 No. 11 (2025): International Journal of Management and Development Studies

Section

Articles