Abstract:
Purpose
This study intended to examine the factors of information, normative, utilitarian, hedonic, e WOM and browsing on impulse buying behavior ofthe online consumers of apparel industry
ofKarachi, Pakistan.
Methodology & Design
The targeted population of this study was online shopping industry of Karachi, Pakistan.
Therefore, total 400 responses were aimed to collect from sample population. In the current
study, the suitable sampling technique that has been used was convenience sampling
technique. Hence, the study has purposefully used PLS-SEM as data analysis technique.
Findings
The results revealed that hedonic and utilitarian values have positive and significant impact
browsing activities. Further utilitarian value and informational social
influence and normative social influence were found positive and significant impact on
consumers’ urge to buy impulsively. Lastly browsing was also found to have positive and
significant on the consumers’ impulsive buying behavior.
on consumers’
Limitations
Firstly, it is not possible to predict the behavior of consumers on the basis of profession as
there are many kinds of professional persons. Secondly, the outcomes of the study were
restricted to apparel industry only.
Recommendations
With the effective usage of social media and the channels on it, the producers can develop
positive image oftheir products and can spread higher level of information to the customers
so that they would be ready to buy the product impulsively
