FACTORS INFLUENCING E-IMPULSIVE PURCHASING BEHAVIORS: A STUDY ON FASHION WEBSITES

As the number of web-savvy consumers is increasing, e-marketers are urged to design promotional tactics intended to alter web-viewers/browsers/first-time visitors into webcustomers. The general objective of the research is to identify and test various factors that may influence and induce e-impulse purchasing on fashion-related shopping websites. The analysis of the research was conducted using multiple regression analysis. Multiple regression analysis method finds the influence of product attributes consisting of variety of selection, price and sensory attributes, and the role of hedonic and utilitarian web browsing behaviors on e-impulsive purchasing. The questionnaire was distributed online to 220 respondents. The results of the analysis showed that hedonic web browsing behavior has positive influence to the formation of e-impulsive purchasing. While on the contrary, utilitarian web browsing behavior has negative influence to the formation of e-impulsive purchasing. Meanwhile, the product attributes that are considered as important for consumers with hedonic web browsing behavior are variety of selection and sensory attributes such as color, size and style