Impulsively intended buying behavior: A new horizon of shopping behavior in the online era

The development of electronic commerce and availability of social media platforms has turbocharged the impulse buying behavior among the consumers. The online retail world is pioneering strategies to enhance the consumer shopping experience during online shopping and paving the way for impulse buying behavior. This research aims to explore the factors affecting the customer shopping experience and impulse buying behavior in fashion apparel. Based on previous literature, there are two different components: functional components and psychological components that enhance the consumer’s online shopping experience, inducing shoppers to buy products impulsively. A survey was conducted with a structured questionnaire among 403 online shoppers selected through purposive sampling. Structural equation modeling (SEM) was employed to test the proposed model, and the results indicate that both functional and psychological components are found to significantly influence the impulse buying behavior of consumers. The implications for marketers are provided based on the study’s results.