Inpulsive Buying Behaviour : The Role of Feelings When Shopping for Online Fashion

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.Sponsorship:Svensk Distanshandel AB, Happyland Holding AB