“One Tap Shopping”: Impulsive Fashion and Apparel Buying Behaviour
Roopa KV1, Sanjeev Kumar K.M2

1Roopa K.V, Research Scholar, Karnataka State Akkamahadevi Women’s University, Vijapura, Karnataka, India.
2Dr. Sanjeev Kumar K.M, Professor, Department of MBA, Karnataka State Akkamahadevi Women’s University, Vijapura, Karnataka, India.

Manuscript received on August 01, 2020. | Revised Manuscript received on August 05, 2020. | Manuscript published on September 30, 2020. | PP: 236-242 | Volume-9 Issue-3, September 2020. | Retrieval Number: 100.1/ijrte.C4368099320 | DOI: 10.35940/ijrte.C4368.099320
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Digitalization has transformed brick and motor fashion-oriented business to one tap convenient business through smart phones via mobile applications. The digital age is more inclined towards fashion and apparel due to ample exposure of current trends in fashion industry through internet, social media, travelling, cultural exchange and others. The study emphasized on discovering the online fashion and apparel buying behavior, satisfaction level, and exploring the most influential factors towards the digital consumers for online fashion and apparel shopping by analyzing 256 respondents through convenient and judgmental sampling. Data is analyzed through Factor analysis and multiple regression. The study reveals that Price sensitivity factors has significant weightage towards online fashion and apparel shopping like flash sales, loyalty programs and points, spike sales- exciting offers on all categories for limited period, cashback offers, Discounts and offers.
Keywords: Spike sales, “YAMI”- young – aspirational- mobile native – impulsive action, social engagement, website artistry.