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Inpulsive Buying Behaviour: The Role of Feelings When Shopping for Online Fashion
University of Borås, School of Business and IT. (Swedish Institute for Innovative Retailing)
University of Borås, School of Business and IT. (Swedish Institute for Innovative Retailing)
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2013 (English)Conference paper (Refereed)
Abstract [en]

This paper presents an in-depth study of young Swedish consumers and their impulsive online buying behaviour for clothing. The aim of the study is to develop the understanding of what factors affect impulse buying of clothing online and what feelings emerge when buying online. The study carried out was exploratory in nature, aiming to develop an understanding of impulse buying behaviour online before, under and after the actual purchase. The empirical data was collected through personal interviews. In the study, a pattern of the consumers recurrent feelings are identified through the impulse buying process; escapism, pleasure, reward, scarcity, security and anticipation. The escapism is particularly occurring since the study revealed that the consumers often carried out impulse purchases when they initially were bored, as opposed to previous studies.

Place, publisher, year, edition, pages
Keyword [en]
impulse buying behaviour, e-commerce, shopping online, Handel och IT
National Category
Business Administration
Research subject
Bussiness and IT
URN: urn:nbn:se:hb:diva-7082Local ID: 2320/13004OAI: diva2:887789
17th The European Association for Education and Research in Commercial Distribution


Svensk Distanshandel AB, Happyland Holding AB

Available from: 2015-12-22 Created: 2015-12-22

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fulltext(82 kB)439 downloads
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Sundström, MalinBalkow, Jenny
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