Impulsive purchase behavior in online fashion retail: The role of quality, emotions and consciousness

Online fashion retail refers to sales of fashion products over the internet. This retail model has become more popular compared to traditional stores for service providers who offer a wide range of products to residences, such as ease of use and accessibility. Along with the couples of this trend, fashion brands are investing in online platforms and expanding their online sales channels. In this context, analyzing consumers' online impulse buying behavior will provide retailers with a competitive advantage. Therefore, in this study, impulsive buying behavior in online fashion retailing is examined in terms of quality, emotions and fashion-price awareness. The aim of this study is to examine whether the emotions created by the information, system and service quality affect the impulsive buying behavior of online fashion retailers. Another aim of this study is to examine the moderating effect of fashion and price awareness on impulsive buying in online fashion shopping. For this purpose, hypotheses were developed and a research model was created based on the SOR model (Stimulus - Organism - Response) and PAD paradigm (Pleasure - Arousal - Dominance). The online survey method was used as the research method and a survey was conducted with 348 participants. Analysis of the research data was carried out with SPSS and SmartPLS 4 programs. As a result of the research, it has been determined that the information quality of the online fashion retailer does not affect the feeling of dominance, the service quality does not affect the feeling of arousal and dominance, and the feeling of dominance does not affect the impulsive fashion shopping. In addition, it has been determined that high fashion awareness negatively affects online impulsive buying in fashion retail. Besides, it has been determined that there is a negative relationship between online impulsive buying with high price awareness and pleasure-dominance feelings. Finally, it has been determined that there is not a moderating effect on the relationship between price awareness, arousal and impulsive online fashion shopping.