The phenomenon of impulse buying is becoming more and more frequent in the online environment, given that online shopping is becoming more and more popular nowadays. Hence, this thesis aims to answer the question of what factors influence the impulsive buying behavior online within the fashion industry. The purpose of this thesis is to provide a critical review of the literature on the topic of impulsive buying behavior online, focusing in particular on the fashion industry, as well as to present the results of the primary research. In order to answer the main research question, the quantitative research design has been chosen. The online questionnaire was used to obtain primary data on the consumer behavior online in the fashion industry, personality dimensions, and socio-demographic characteristics of respondents. This study identified five factors that can influence impulsive online shopping behavior in the fashion industry. Based on the analysis, only the discount and gender are found to be significant to influence impulsive buying behavior when shopping for fashionable items.*****The phenomenon of impulse buying is becoming more and more frequent in the online environment, given that online shopping is becoming more and more popular nowadays. Hence, this thesis aims to answer the question of what factors influence the impulsive buying behavior online within the fashion industry. The purpose of this thesis is to provide a critical review of the literature on the topic of impulsive buying behavior online, focusing in particular on the fashion industry, as well as to present the results of the primary research. In order to answer the main research question, the quantitative research design has been chosen. The online questionnaire was used to obtain primary data on the consumer behavior online in the fashion industry, personality dimensions, and socio-demographic characteristics of respondents. This study identified five factors that can influence impulsive online

Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help businesses to grow and succeed in this new sphere. Advanced Fashion Technology and Operations Management is a pivotal reference source for the latest development management strategies, fashion marketing, international business, and fashion entrepreneurship. Featuring extensive coverage across a range of relevant perspectives and topics, such as online shopping behavior, digital fashion, and e-commerce, this book is ideally designed for professionals, entrepreneurs, students, and researchers.

Ist es Ihnen jemals passiert, dass Sie ein Kleidungsstück gesehen haben und ein starkes Gefühl über Sie gekommen ist, dass Sie dazu gebracht hat dieses zu kaufen? Wenn die Antwort ja lautet, wurden Sie durch impulsives Kaufen beeinflusst. Das zentrale Thema dieser Masterarbeit ist es, das Thema des impulsiven Kaufens bei jugendlichen in der Fast-Fashion-Branche zu untersuchen. Demzufolge war das Hauptziel der Arbeit die Wechselbeziehungen zwischen zahlreichen In-Store-Faktoren, welche sowohl interne als auch externe sein können, und Impulskäufen zu untersuchen. Die Masterarbeit hat gezeigt, dass interne Faktoren eine zentrale Rolle zwischen Instore-Stimuli und dem Impulskaufverhalten junger Erwachsener hervorweisen. Mit anderen Worten, interne Faktoren erhöhen die Wahrscheinlichkeit, dass ein Impulskauf zustande kommt. Weiters hat diese Studie gezeigt, dass externe Faktoren alleine nicht zu Impulskäufen führen, wenn keine internen Faktoren wie der Spaß am Shoppen von Kleidung vorhanden sind. Ein weiteres Ziel der Arbeit war es den Zusammenhang zwischen Impulskäufen und der Dissonanz nach dem Kauf aufzuklären. Die Forschungsdaten zeigen, dass österreichische Jugendliche tendieren, Impulskäufe im Nachhinein zu bereuen.*****Has it ever occurred to you that you saw a piece of clothing and a strong feeling started to come over you and it compelled you to buy? If the answer is yes, you have been trapped by impulsive buying. The central topic of this masters thesis investigates the topic of in-store impulsive purchasing of adolescent customers in the fast-fashion industry. For that reason, the main objective of the paper was to explore the interrelationship between numerous in-store factors which can be both external and internal and impulse buying. This masters thesis has revealed that internal factors represented a pivotal role in the relationship between in-store stimuli and the impulse buying behavior of young adults. In other words, internal factors considerably enhance the possibility that an impulse transaction will happen. Moreover, this study has also manifested that external factors alone, will not result in impulse shopping unless some internal motivations are present such as ones tendency to enjoy shopping for clothes. In addition, this paper has also aimed to unravel the association between impulse buying and post-purchase dissonance. Accordingly, the research data have shown that amongst Austrian adolescents, impulse purchases tend to lead to feelings of regret.

The make-take-waste paradigm of fast fashion explains much of the producer and consumer behavior patterns towards fast fashion. The evolution from a two-season fashion calendar to fast fashion, characterized by rapid product cycles from retailers and impulse buying by consumers, presents new challenges to the environment, workplace and labour practices. This book provides a comprehensive overview of new insights into consumer behaviour mechanisms in order to shift practices toward sustainable fashion and to minimize the negative impacts of fast fashion on the environment and society. Concepts and techniques are presented that could overcome the formidable economic drivers of fast fashion and lead toward a future of sustainable fashion. While the need for change in the fashion industry post-Rana Plaza could not be more obvious, alternative and more sustainable consumption models have been under-investigated. The paucity of such research extends to highly consumptive consumer behaviours regarding fast fashion (i.e. impulse buying and throwaways) and the related impediments these behaviours pose for sustainable fashion. Written by leading researchers in the field of sustainable fashion and supported by the Textile Institute, this book evaluates fashion trends, what factors have led to new trends and how the factors supporting fast fashion differ from those of the past. It explores the economic drivers of fast fashion and what social, environmental and political factors should be maintained, and business approaches adopted, in order for fast fashion to be a sustainable model. In particular, it provides consumer behaviour concepts that can be utilized at the retail level to support sustainable fashion.

Master's Thesis from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: Pass, , course: MBA - Consumer Behaviour, language: English, abstract: Consumer behaviour is always a very interesting and complex subject for all marketers and retailers. This study is also about a part of this complex subject- Impulse Buying behaviour found among Apparel Buyers and the influence of special prices and other factors on it. The study dealt with a very important topic in the modern fierce competition scenario, because impulse buying tendency spread all over the world and it is no more crazy habits of Americans. The income from impulse purchases phenomenally increasing every year and that’s why the subject getting more and more importance these days. The tendency is more intense as far as apparel purchases are concerned. Here the author did an effort to understand the causes and factors for impulse buying in apparels. Commonly special price is considered to be the most influential factor of impulse purchases. This study was comparative study between the influence of special prices and other variables. The methodology used for primary data collection was a combination of a questionnaire survey and a personal interview after that, with the customers of a leading retailer store for apparels in London. About 60 customers were surveyed. The result was pretty interesting, the variables studied in the research found to be more or less equal influential on customers though special prices top the list with a very little margin. The study concluded that most of the impulse purchases happen due to a combined influence of various factors. The impulse generated when a customer see an in- store display indicating a special price of a product can be taken as an example. So, for marketers, in order to make good results in impulse purchases they should coordinate various variables in an effective way, instead of concentrating only on a particular factor. The small size of sample and uncontrollable condition of current world economic condition could be taken as limitations for this study; otherwise the study was pretty general and standard in nature and was very useful and informative for practical applications.

Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

Background: lmpulsive buys account for a significant amount of purchases, and fashion merchandise proved to be one of the main categories subject to this behaviour. The greatest impact on impulsive buying is represented by the interaction of dispositional factors (i.e. impulsive personality trait) and situational factors (Amos, Holmes, & Keneson, 2014). Regarding impulsivity, this is regarded as a multifaceted construct, originally based on a tourfactor model: urgency, lack of premeditation, lack of perseverance, sensation seeking (Whiteside & Lynam, 2001). In 2007, Cyders and colleagues included a fifth dimension, called positive urgency: this trait referred to the tendency of reacting with an automatic response under strong positive emotions, and it proved not to overlap with elements of behavioural activation system (Gray, 1987), nor with the tour facets of impulsivity defined by Whiteside and Lynam (2001 ). Moreover, positive urgency proved to be a valid predictor of risky behaviours and positive mood-based rash actions. However, the impact of positive urgency had not been studied in detail within the impulsive shopping framework. Purpose: Theretore, the aim of the research was to study the relationship between impulsive buying and the positive urgency trait, activated by a strong positive mood caused by externa! triggers. The goal of the research was to prove the influence of this impulsivity trait on consumer behaviour, filling a specific gap of the theoretical framework related to antecedents of impulsive buying on the one hand, and providing store managers with advices and suggestions on how to promote impulsive purchases on the other. The tocus of the study was the clothing industry, as fashion products were regarded as one of the product categories mostly subject to impulsive purchases. Research question: The impact of the impulsivity trait called "positive urgency" on impulsive shopping behavior: is it a potential predictor? Methodology: Respondents had to fill in an online questionnaire, spread via email or on social networks and based on Lykert-style scales assessing shopping habits, personality traits, reaction to stimuli, and tendency to adopt an impulsive buying behaviour. Subsequently, the data collected were used to create a structural equation model explaining the phenomenon of impulsive buying in relationship with the determined antecedents - negative urgency,