Impact of Self-Congruence, Materialism, Fashion Interest and E-Store Atmosphere on E-Impulsive Buying Behaviour with the Mediating Role Of Brand Attachment

Abstract

The objective of this research is to explore the influential impact of self-congruence, materialism, fashion interest, e-store atmosphere, and brand attachment on online impulse buying behaviour. In today’s world website of a brand is considered the extension of the parent brand. It gives an overall view of the online impulse buying behaviour framework and different other aspects regarding behaviour. A total of 393 respondents of data were used to analyse the results of this research. The survey method was used to collect the data from the respondents of different universities of Pakistan. After the collection of enough responses, the data were analyzed by using a statistical package for social sciences software, in which regression, correlation, and process 3.4 were used to test the relationship among the proposed hypothesis. An extensive range of journal articles was overviewed and pertained to review the previous investigations. The critical analysis of the past investigations and the findings of our results concluded that self-congruence, materialism, fashion interest, and e-store atmosphere have a positive influential impact on the e-impulsive buying behaviour and brand attachment has a partial mediating effect between the variables of the construct. The findings of this thesis will provide marketers valuable insights into online impulse buying behaviour. Thesis has combined the previous craved literature regarding impulse buying and its online aspect as well as the relationship of independent variable including the mediator (Brand attachment) on e-Impulse buying behaviour. Furthermore, all the desired data support the hypothesis that was proposed in this research.