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The purpose of this research is to investigate the e-compulsive buying habits and the relationship between materialism, fashion interest and Internet addiction among Mumbai consumers of apparel. Currently, the younger generation is becoming more fashionable, tech-savvy and highly ambitious in acquiring new things in life. There is an irresistible urge to purchase different fashion products, despite adverse consequences for their personal, social and occupational lives, including financial debt. Although recent research studies have shed some light on factors influencing compulsive buying, less is known about e-compulsive buying. To address this empirical gap, a sample of 275 people aged between 15 and 40 years across Mumbai city were assessed. The present research confirms that fashion interest, materialism and Internet addiction have an impact on the e-compulsive buying behaviour of apparel. Furthermore, the moderating effect of gender is seen in the influence of fashion interest and materialism on e-compulsive buying behaviour. The results have notable implications for e-tailers seeking to sustain their presence in the online market and also on e-compulsive shopaholics in regulating their buying behaviour.
Vinita Bhatia (Wed,) studied this question.