Citation:

Digjaya Nata Nagara. "Exploring the Influence of Psychological and Cognitive Factors on Impulsive Buying Behavior in Online Apparel Shopping: A Comprehensive Study on Consumer Perceptions, Post-purchase Behavior, and Social Commerce Influence Men's Fashion Products (Study Case: Zalora Indonesia)" International Research Journal of Economics and Management Studies, Vol. 3, No. 9, pp. 104-107, 2024.

Abstract:

The primary objective is to pinpoint and assess effective strategies that can aid online apparel retailers in reducing cognitive dissonance and enhancing post-purchase satisfaction among customers. Moreover, the study aims to analyze how product characteristics, such as price promotions, product reviews, and visual presentation, impact impulse purchases of apparel items on online retail platforms. Additionally, it seeks to scrutinize the methods employed by online clothing retailers in utilizing social commerce platforms to attract consumers who exhibit impulsive purchasing behavior. This research employs a quantitative method and utilizes a data collection method through a questionnaire. The sample size ranges from 300 to 500, and the research is conducted with 334 respondents. Each hypothesis will be explained and calculated using Smart PLS. The results of the hypothesis test are obtained through bootstrapping. The original sample demonstrates a positive value contributing to Impulse Buying Behavior toward Psychological and Cognitive Factors. The values of T-Statistic (4.637), (2.906), (34.923), and (12.906) are all greater than 1.960, and the corresponding P-Values are 0.000. Therefore, the first, second, third, and fourth hypotheses (H1, H2, H3, and H4) are accepted.

References:

[1] Abdelsalam, S., Salim, N., Alias, R.A., Husain, O. Understanding Online Impulse Buying Behavior in Social
[2] Commerce: A Systematic Literature Review (2020)
[3] Chen, W.-K., Chen, C.-W., Lin, Y.-C. Understanding the influence of impulse buying on consumers’ post
[4] purchase dissonance and return intention: an empirical investigation of apparel websites (2023) Journal of Ambient Intelligence and Humanized Computing.
[5] Laudon, Kenneth C; & Laudon, Jane P. 2012. Management Information Systems (Managing The Digital Firm). Twelfth Edition. United States of America: Pearson Education Inc
[6] Xu, H., Zhang, K.Z.K., Zhao, S.J. A dual systems model of online impulse buying (2020) Industrial Management and Data Systems.
[7] Redline, A., Deshpande, S., Jebarajakirthy, C., Surachartkumtonkun, J. Impulse buying: A systematic literature review and future research directions (2023) International Journal of Consumer Studies.

Keywords:

Impulse Buying Behavior Post Purchasing Behavior Psychological and Cognitive Factors toward Consumer Perception.