Online Shoppers’ Impulse Buying Behavior for Athleisure Products

This study aimed to explore factors influencing consumers’ perceived value and how these perceptions drive online impulse purchases. The research focused on how elements such as product presentation, recommendations, fashion involvement, and perceived hedonic and utilitarian value influence online impulse buying behavior specifically for athleisure items. A web-based survey was conducted, yielding 506 valid responses that were utilized for data analysis. Regression analyses indicated that both product presentation and fashion involvement significantly influenced consumers’ hedonic and utilitarian values. Moreover, fashion involvement exerted a greater impact on impulse buying than product presentation. Among all the variables, hedonic value emerged as the strongest predictor of online impulse buying. The findings offer valuable understanding of the purchasing behavior of online consumers in the athleisure market and provide guidance for e-commerce retailers on how to refine their digital marketing strategies.