Scroll & shop: Impulse buying of millennials on ready-to-wear women’s clothes on Instagram

In recent years, the online shopping industry has witnessed and undergone a lot of developments – from the way products are presented online to how a shop interacts with their customers. Among these developments is the birth of social commerce, a platform that allows people to use social media to market, compare, curate, and share products and services in online and offline communities (Zhou, Zhang, & Zimmerman, 2013). With how easy and convenient online shopping is, the number of people shopping online has grown over the years. More so, prior research has stated that a significant percentage of sales from online shopping are caused by impulse buying, the act of making an unplanned purchase after being exposed to a stimulus (Vonkeman, Verhagen, & Van Dolen, 2017). This research seeks to identify how marketing cues (comparative pricing, product assortment, visual attribute and e-word of mouth) affect the online impulse buying decision of a consumer when it comes to ready-to-wear women’s clothes. This was chosen as the focus since fashion and beauty items take the lead for the most number of purchases made online in the Philippines. To contribute to existing studies on the said topic, this research determined if online shoppers feel satisfied when they make an impulse purchase and if they would be willing to purchase again from the shop they previously had an impulse purchase with. The study also seek to benefit Instagram businesses and provide recommendations on how they can convert their impulse buyers to loyal customers