MASTER’S DISSERTATION

UNDERSTANDING ONLINE
IMPULSIVE BUYING BEHAVIOR
IN THE FASHION INDUSTRY

AUTHOR: Catarina Alexandra Santos Pinto

SUPERVISOR: Fernando Santos, Ph.D

PORTO’S SCHOOL, JULY, 2021

 UNDERSTANDING ONLINE
IMPULSIVE BUYING BEHAVIOR
IN THE FASHION INDUSTRY

AUTHOR: Catarina Alexandra Santos Pinto

Dissertation presented to IPAM, to fulfill the requirements needed to obtain the

Master’s Degree in Marketing, developed under the scientific supervision of
Professor Fernando Santos, Ph.D.
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ACKNOWLEDGMENTS

This must have been the most challenging journey in my student path. First

of all, I want to say thank you to my parents for being the best listeners and

advisors. Thank you for all the sacrifices and for supporting me in my moments

of hopelessness. Thank you for making me grow day by day. Thank you to my

brother for guiding me, giving me the confidence to continue, and for the advice.

To my supervisor, professor Fernando Santos, for all the patience and

understanding throughout these months. For the accompaniment along the

project, for the incentives, availability, and teachings I take from this experience.

To the friends, I made in IPAM, especially Mariana and Inês, for the help

that was essential for me to reach the end of this project. To my childhood friends

Rita, Mariana, and Inês, and my long-time friends, who were always by my side

in all stages of my life, a big thank you.

To my boyfriend, João, for always trusting in me. Thank you for the

conversations and the support. Thank you for all your patience, love, and care.

Last but not least, thank you to all the people who, in some way, contributed

to this project, namely those who took the time to answer the interviews and

focus groups.

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4
ABSTRACT

The study of impulsive buying has attracted the attention of researchers

for over 70 years. However, there are few studies on the influential elements of

impulsive online buying. Thus, this study seeks to fill this gap and explore the

influence of the COVID-19 pandemic on impulsive online buying, which

marketing stimuli trigger impulsive online buying, and, finally, the impact of

product characteristics on consumers' impulsive behavior.

A qualitative approach was used to reach the study objective, conducted

through 16 individual interviews and four focus groups. The results obtained

revealed that the COVID-19 pandemic, marketing stimuli, and product

characteristics are determinant elements in prompt online impulsive purchases.

That is, they all have a significant impact and make the consumer buy

impulsively.

This study contributes to the existing literature on impulsive online

buying, resulting in essential knowledge for marketing regarding developing

more appropriate and effective stimuli that can influence online impulsive

buying behavior.

Keywords: Impulsive buying; Consumer behavior; Online shopping;

Fashion industry

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RESUMO

O estudo das compras por impulso tem atraído a atenção de

investigadores há mais de 70 anos. A oportunidade de entender os elementos

influenciadores da compra impulsiva online é essencial para as empresas.

Assim, este estudo procura colmatar esta lacuna e investigar que influência a

pandemia da COVID-19 tem nas compras por impulso, quais os estímulos de

marketing que desencadeiam comportamentos impulsivos e, o impacto das

características dos produtos no comportamento impulsivo.

Para alcançar o objetivo proposto foi utilizada uma abordagem

qualitativa, realizada através de 16 entrevistas individuais e de 4 grupos focais.

Os resultados obtidos revelaram que a pandemia COVID-19, os estímulos de

marketing e as características dos produtos são elementos que têm um impacto

significativo e fazem com que o consumidor compre impulsivamente.

Este estudo vem enriquecer a literatura existente sobre compras online

por impulso, resultando em conlhecimentos para o marketing no que diz

respeito ao desenvolvimento de estímulos mais adequados e eficazes que podem

influenciar o comportamento de compras impulsivas online.

Palavras-Chave: Compra impulsiva; Comportamento do consumidor;

Compras online; Indústria da moda

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8
INDEX

Acknowledgments 3

Abstract 5

Resumo 7

Index 9

List of Figures 11

List of Tables 11

List of Graphs 12

List of Appendices 12

List of Abbreviations 12

Introduction 13

1. Literature Review 21

1.1. Impulsive Buying Behavior 21

1.2. Online Impulsive Buying 25

1.2.1. Online Impulsive Buying Stimuli 30

1.2.1.1 Crisis Situation: COVID-19 38

1.2.1.2 Marketing Stimuli 40

1.2.1.3 Product Characteristics 49

1.3. Online Fashion Industry 50

2. Methodology 53

2.1. Research Setting 53

2.2. Purpose and Research Questions 54

2.3. Research Approach 55

2.4. Data Collection 56

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 2.4.1. Questionnaire Characterization 58

2.4.2. Interviews 60

2.4.3. Focus Group 63

2.5. Data Analysis 65

3. Findings 67

3.1 COVID-19 pandemic situation 67

3.2 Marketing Stimuli 71

3.3 Product Characteristics 79

4. Discussion 87

5. Conclusion 103

6. Limitations and Future Research 109

References 111

Appendices 129

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LIST OF FIGURES

Figure 1: Impulsive buying classifications .................................................................. 24

Figure 2: Three situations that self-control can fail................................................. 33
Figure 3: Online impulsive buying stimuli .................................................................. 38
Figure 4: Benefit matrix of sales promotion strategies .......................................... 41
Figure 5: Characteristics of website quality ............................................................... 48
Figure 6: Systematization of data collection techniques ....................................... 58
Figure 7: Structure of questionnaire ............................................................................. 59
Figure 8: Focus Group Respondents Characterization ........................................... 64
Figure 9: Benefit matrix of sales promotions strategies - Discussion .............. 96

LIST OF T ABLES

Table 1: Internal online impulsive buying stimuli ................................................... 35

Table 2: External online impulsive buying stimuli .................................................. 36
Table 3: Main authors - Interviews and focus group questions .......................... 61
Table 4: Impact of COVID-19 on online impulsive buying behavior ................. 69
Table 5: Impact of sales promotion on online impulsive buying behavior .... 74
Table 6: Impact of website stimuli on online impulsive buying behavior ...... 78
Table 7: Impact of product category on online impulsive buying behavior... 81
Table 8: Impact of product price on online impulsive buying behavior .......... 84
Table 9: General and specific motivations that influence online impulsive
buying .............................................................................................................................................. 90

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LIST OF G RAPHS

Graph 1: Interviews Respondents Characterization - Age ....................................62

Graph 2: Interviews Respondents Characterization - Available Income .........63
Graph 3: Interviews Respondents Characterization – Gender ............................63
Graph 4: Sales Promotions Strategies – Results from FG.......................................72

LIST OF APPENDICES

Appendix A: Questionnaire For Consumers Collection ....................................... 130

Appendix B: Interview Script ......................................................................................... 132
Appendix C: Focus Group Script ................................................................................... 136

LIST OF ABBREVIATIONS

FG – Focus Group

I – Interviews

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INTRODUCTION

Online shopping has become an alternative way of purchasing a product

or service (Gunawan & Iskandar, 2020). Online shopping, also known as e-

commerce, symbolizes a fundamental transformation in how companies interact

with their suppliers and customers (Jimenez, Valdes, & Salinas, 2019). There are

several advantages of online shopping to companies: new distribution channels,

access to global customers, enhanced competitiveness, new business

opportunities, and expansion to new markets (Jimenez et al., 2019). On the other

hand, for consumers, there are advantages too: it allows them to buy wherever

they are (Jimenez et al., 2019). With just a few steps and clicks, they find

everything they need. People are increasingly busy with their lifestyles, so they

are looking for a quick and easy way to shop (Jimenez et al., 2019).

Over the years, with the continuous growth in Internet usage, online

shopping has become an essential part of the worldwide retail structure (Statista

Research Department, 2020a). The amount of digital users continues to grow

year after year (Statista Research Department, 2020a). Statista Research

Department (2020c) forecasted retail e-commerce sales worldwide from 2020

to 2023. In 2020, it was registered 4.20 trillion US dollars. Estimates suggest that

revenues will remain to grow until 2023, getting to 6.54 trillion US dollars.

Therefore, Portugal is no exception to this growth. Statista Research Department

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(2020a) estimated, based on previous years, revenue in the e-commerce market

from 2020 to 2023. This revenue, in 2021, Portugal, is projected to reach €3,806

million.

Consequently, the growing advance of digital technologies has produced

relevant changes in consumers’ purchasing habits (Bellini, Cardinali, & Grandi,

2017). Nowadays, customers can choose from various online platforms to

browse, buy, and compare the products or services they want more easily and

quickly (Statista Research Department, 2020a). Consumers are increasingly

faced with a growing choice due to the enormous diversity of products, brands,

distribution channels, and information about products, prices, and promotions

(Mehta & Dixit, 2016).

This thesis addresses online impulsive buying behavior in the fashion

industry and the influence that some elements have on this consumer behavior.

Impulsive buying behavior occurs when consumers do not consciously think

about obtaining a specific product or service before shopping (Gunawan &

Iskandar, 2020). Consequently, impulsive consumer buying behavior is often

considered in a company’s marketing strategies (Lin, Shih, Huang, & Huang,

2009). Studies on impulsive buying have been trying to explain the reasons

behind this behavior since responding to impulsive needs can be a way to

increase the profit of organizations (Lin et al., 2009). Existing studies show that

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almost 60% of online buyers are impulsive, and this behavior usually occurs in

about 40% of all online purchases (Dolliver, 2009; Verhagen & Van Dolen, 2011).

The first studies about the elements of impulsive online buying

considered only the product instead of also considering consumers’ motivations

(Hausman, 2000). However, in recent years several elements influencing

impulsive buying have been discovered and considered, such as emotional states

(Machleit & Eroglu, 2000; Rook, 1987), impulsiveness as a personality trait

(Kacen, Hess, & Walker, 2012; Rook & Fisher, 1995), self-control (Baumeister,

2002; Vohs & Faber, 2007), hedonic needs (Hausman, 2000), store environment

(Mohan, Sivakumaran, & Sharma, 2013; Stern, 1962; Tendai & Crispen, 2009),

product price and price promotions (Hosseini, Zadeh, Shafiee, & Hajipour, 2020),

as well as socio-demographic elements: age, gender, and income (Akram, Hui,

Khan, Hashim, & Rasheed, 2016; Nadeem, Akmal, Omar, & Mumtaz, 2016).

Nevertheless, few studies have investigated these elements of impulsive

buying in an online context, so several studies advise future research on this

topic (Badgaiyan & Verma, 2014, 2015; Park, Kim, & Forney, 2006; Putra, Said, &

Hasan, 2017). Badgaiyan and Verma (2014, 2015) recommend that future

research could study the impact of intrinsic and situational elements, like sales

promotion and store environment, on impulsive buying behavior in the online

context. Putra, Said, and Hasan (2017) studied how consumer and product

characteristics influenced consumers’ impulsive behavior in a physical context,

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and they recommend exploring those elements in the online shopping context.

Furthermore, in a specific industry, the fashion industry, Park, Kim, and Forney

(2006, p. 443) suggest future research to “investigate online shopping and

emphasize impulse buying of specific brands.”

Therefore, this thesis focuses on three major elements: impulsive buying

in emergency and crisis situations, such as COVID-19, marketing stimuli, and

product characteristics. Harahap, Ferine, Irawati, Nurlaila, and Amaah (2021),

Naeem (2020), and Xiao, Zhang, and Zhang (2020) analyze the impact that some

psychological elements, like stress, anxiety, panic, and fear have on impulsive

buying online behavior. Some researchers have already analyzed the two last

elements in an offline context (Akram et al., 2016; Bhakat & Muruganantham,

2013; Kalla & Arora, 2011; Karbasivar & Yarahmadi, 2011). Furthermore, given

the need for more research in an online context, this study will address

marketing stimuli and product characteristics in an online context.

Impulsive buying has become a relevant research topic among

researchers in consumer behavior due to its complexity and prevalence in the

most diverse product categories – food, clothing, and household (Kacen et al.,

2012; Rook, 1987; Vohs & Faber, 2007). Nowadays, the fashion industry is

considered the largest industry in the online market, even when in early 2020,

millions of people stayed home to stop the COVID-19 pandemic spread (Statista

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Research Department, 2020a). Consequently, and although the sales of the

fashion industry dropped in 2020, the online channel gained a considerable

boost in this market (Bain, 2020). COVID-19 has positively impacted e-

commerce, as it has experienced five to ten years of growth in just six months

(Orendorff, 2020).

With trends constantly changing, the fashion industry has an eye for the

future (Forbes, 2020). That is, this industry's future is taking place online

(Forbes, 2020). This industry will see significant changes in innovation in the

coming years, from the introduction of new technologies to the diverse demands

of consumers (Forbes, 2020). The future of fashion is occurring online, and

brands will have to modify how they produce, sell and advertise clothing to make

it work in a digital world (Forbes, 2020). In Portugal, the apparel segment is the

largest segment of the Fashion market. This segment includes Clothing, Shoes,

Bags, and Accessories (Statista Market Forecast, 2020).

Research Purpose and Questions

Given online sales growth, this study’s research aims to understand the

fashion industry's impulsive online buying behavior.

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 This research seeks to answer the following research questions in the

context of the online fashion industry:

1. What influence the COVID-19 pandemic had on consumer online

impulsive buying behavior?

2. What are the main marketing stimuli that drive consumers to

impulsive buying behavior?

3. What characteristics of a product trigger impulsive buying

behavior in consumers?

Given the research questions, it can be seen that this is an exploratory

study, which aims to explore deeper and analyze new consumer behavior

trends and understand new phenomena. Thus, a qualitative methodology is

the most suitable methodology. To collect primary data, this study used

individual interviews and focus groups with consumers who make impulsive

online purchases in the world of fashion.

This dissertation is divided into six distinct chapters. The first chapter -

literature review - gathers relevant information about the online impulsive

buying phenomenon, emphasizing this practice’s appropriate topics. The second

chapter is where the selected research methodology is presented. The third

presents the findings extracted from the interviews and focus groups conducted

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online on Portuguese consumers. The fourth presents the discussion. The fifth

shows the conclusion of this study, and the last chapter, the sixth, presents the

limitations and suggestions for possible future research.

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1. LITERATURE REVIEW

This literature review is divided into sub-chapters starting with the

definition of impulsive buying behavior and e-commerce. Moreover, are

described the elements and the impact on online impulsive buying behavior.

1.1. I MPULSIVE BUYING BEHAVIOR

Before defining impulsive buying, it is essential to know what impulsivity

is. According to Arce and Santisteban (2006), studied from different

perspectives, this concept addresses three distinct perceptions: cognitive,

behavioral, and characterological. Cognitive impulsivity is considered the

incapacity to perceive the consequences of immediate and future actions

(Bechara, Damasia, Damasio, & Anderson, 1994). From a behavioral perspective,

impulsiveness concerns spontaneous actions and without a previous reflection

on them. Sometimes they can be risky or unacceptable for the situation, leading

to unwanted results (Evenden, 1999). Finally, characterological impulsivity is

associated with risk-taking, the absence of planning, and quick decision-making

(Eysenck, 1993).

Early definitions of impulsive buying described the phenomenon as

commonly synonymous with unplanned buying: any purchase that the consumer

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makes that has not been prepared in advance (Stern, 1962). Moreover, in some

studies, the elements of impulsive buying focused only on the product,

completely excluding the consumer and their characteristics as an influencing

element (Rook, 1987). In this last decade, research on the impulsive buying

phenomenon concludes that describing an impulsive purchase as unplanned is

not sufficient (Kalla & Arora, 2011). Consequently, researchers started to target

emotional impulsivity and investigating the various behavioral aspects of

impulsive buying (Bhakat & Muruganantham, 2013).

Engel, Miniard, and Blackwell (1982) define impulsive buying as an action

carried out without a formally recognized problem or a purchase intention

established before entering the shop. Rook (1987) completed the definition,

saying that this behavior can occur in any space (Lee & Kacen, 2018). It is when

a customer has an unexpected and persistent desire that makes him/her buy

something instantaneously (Lee & Kacen, 2018).

The classification of purchase as planned or impulsive started with Stern’s

(1962) study, where he categorized a purchase behavior as planned, unplanned,

or impulsive buying. Planned purchases are rational decision buying that

requires a search for information. Unplanned buying refers to all buying

decisions made without any previous planning. Finally, Stern (1962) classifies

impulsive buying as a quick, strong, tempting urge to buy, but this concept differs

from unplanned buying in fast decision-making. In his study, he defines

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impulsive buying, classifying, and dividing the term into four classifications

(Figure 1):

- Pure Impulse Buying: it is an impulsive purchase that breaks with

normal buying behaviors. It is usually motivated by novelty or escape buying, as

there was no intention to purchase before entering the store (Stern, 1962).

- Reminder Impulse Buying: when entering the store, the consumer

remembers a product, desire, need, or a purchase decision that was once

forgotten. The memory occurs, therefore, inside the store (Stern, 1962).

- Suggestion Impulse Buying: the consumer sees a product for the

first time and feels the need to buy it. Unlike Reminder Impulse Buying, this type

has no previous product knowledge (Stern, 1962).

- Planned Impulse Buying: occurs when the customer, in addition to

the products he already intends to buy, also expects to acquire others that

depend on elements such as prices, promotions, and offers (Stern, 1962).

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 Figure 1: Impulsive buying classifications

Source: Based on Stern (1962)

Vohs and Faber (2007) add that impulsive buying is an act that happens

when people feel the need to purchase a product without a prior understanding

of why they will buy and why they need it. However, they concluded that affective

practices control impulsive buying rather than cognitive ones (Vohs & Faber,

2007). This behavior is justified because individuals feel an irresistible, and

sometimes out of control, desire to purchase products (Vohs & Faber, 2007).

Years ago, consumers would see an attractive product advertised on

television or even in a magazine (Vohs & Faber, 2007). However, if they were

tempted to buy, they would have to wait until the next day to act on that desire

(Vohs & Faber, 2007). With technological developments, it is possible to fulfill

desires when we feel them, using online platforms, such as social media and a

store’s website (Vohs & Faber, 2007).

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 In the 1980s, impulsive buying studies focused on “who” engages in this

behavior, which directed many researchers to categorize people as impulsive or

non-impulsive (Vohs & Faber, 2007). More recently, researchers have begun to

ask questions of “when” and “why” impulsive buying occurs (Vohs & Faber,

2007). Having that said, the impulsive buying behavior in the physical context

has already been studied by several authors, leaving the online context a little

aside (Husnain, Rehman, Syed, & Akhtar, 2019; Parsad, Prashar, Vijay, & Kumar,

2018). Moreover, with the increase of electronic commerce (Jimenez et al., 2019)

and since coronavirus emerged, online sales increased (Bhatti et al., 2020).

1.2. ONLINE IMPULSIVE BUYING

E-commerce

Firstly, it is important to know more about the definition of e-commerce

and its evolution over the years. E-commerce is related to all the movements to

acquire and sell a product or service through the Internet (Nurdiansyah,

Wijayanto, & Firdaus, 2018). Moreover, there was an evolution from the concept

of electronic commerce to electronic business. E-business, a broader term for e-

commerce, refers to all categories of online business. It is not merely about

purchasing and selling products but also about taking care of customer service

and business collaborations (Nurdiansyah et al., 2018).

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 Moreover, since the coronavirus (COVID-19) disease emerged at the end

of 2019 in the Chinese town of Wuhan, it has quickly spread globally (World

Health Organization, 2020). Due to this pandemic, the trend of online shopping

has been strengthened (Cramer-Flood, 2020; PwC, 2020). Specifically, COVID-19

greatly impacted e-commerce and consumer behavior online (Bhatti et al.,

2020). During this period, digital channels became the most common alternative

to imposed travel restrictions, closed or crowded stores, and personal purchases

(Bhatti et al., 2020; Cramer-Flood, 2020; PwC, 2020).

Several developments are revolutionizing the behavior of how consumers

shops (Jimenez et al., 2019). Firstly, the access to the Internet by a large amount

of the world’s population; secondly, mobile devices (smartphone, laptop, tablet,

or any smart assistant) make technology easy to use (Jimenez et al., 2019; PwC,

2020). Finally, the third fact is related to the younger generations, in which

technology is already part of their daily lives, and they can understand the

Internet perfectly (Jimenez et al., 2019). They are “technology natives” (Jimenez

et al., 2019, p. 11).

With the popularization of the Internet and digital devices, people

nowadays can complete the shopping process in seconds and with just a few

steps (Chen, Lin, Pan, & Chen, 2020). The variety of services, effectiveness, safety,

and recognition has been developing (Chen et al., 2020). E-commerce makes it

26
more accessible for consumers to research, evaluate prices, and buy in a more

leisurely, simpler, and faster way (Chen et al., 2020).

With the development of online shopping, numerous research studies

were developed to understand how the behavior of offline consumers, those who

make purchases in physical stores, is manifested in the online environment

(Punyatoya, 2018; Wells, Parboteeah, & Valacich, 2011; Widagdo & Roz, 2021).

Madhavaram and Laverie (2004, p. 60) present a definition of impulsive online

buying that includes the stimuli of sensory information from online stores:

“Impulse buying is a result of a purchaser’s immediate reaction to external

stimuli that is often hedonically charged. An impulse buying episode signifies a

change in purchaser’s intention to purchase that particular product before and

after the exposure to stimuli. The stimuli is not limited to just the product and

change in purchaser’s intention does not include a reminder item that is simply out

of stock at home.”

This definition considers non-consciously planned buying that arises

instantly upon the appearance of a specific stimulus (Madhavaram & Laverie,

2004). Also, the concept expands the range of online impulsive buying stimuli

elements by declaring that the stimuli need not be just the product (Madhavaram

& Laverie, 2004). Finally, the definition integrates the hedonic features that

usually are associated with an impulsive buying decision (Madhavaram &

Laverie, 2004).

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 Consumer confidence in online shopping is getting stronger and will

trigger more impulsive purchases than physical stores (Chen et al., 2020).

Consumers are becoming used to shopping online via digital devices (Chen et al.,

2020). In addition, consumers have different preferences when browsing

websites, and these preferences depend on their feelings and necessity in the

online buying process (Chen et al., 2020). These preferences include utilitarian

browsing and hedonistic browsing (Chen et al., 2020). The first one concerns the

usefulness that consumers get when purchasing products. The second one refers

to the enjoyment that consumers take away while shopping (Chen et al., 2020).

However, some online sellers use time pressure to get their clients to order, and

this behavior will certainly lead to impulsive buying online (Chen et al., 2020).

Unlike physical stores, one of the disadvantages of online stores is that

they cannot provide a touch-and-feel experience (Coley & Burgess, 2003;

Steinmann, Kilian, & Brylla, 2014). Online shops depend on sensory information

that influences customers’ intentions to return to a website and purchase

products (Coley & Burgess, 2003; Steinmann et al., 2014). Several studies have

shown that this limitation could be diminished by allowing consumers to

experience products virtually, through sensory information that can be applied

in two different ways (Coley & Burgess, 2003; Steinmann et al., 2014):

- Vividness: it concerns the representative quality of the product

demonstrations, through sensory channels, for example, seeing, hearing (Jiang &

28
Benbasat, 2007). In an online context, a vivid website should comprise effective

sensory content that stimulates the consumer’s feelings to positively impact the

product experience (Steinmann et al., 2014)

- Interactivity: a two-way interaction that occurs when a customer

interacts with a website and immediately gets the result of their behaviors

(Mollen & Wilson, 2010).

Several researches provide more in-depth knowledge of what happens in

shoppers’ minds during shopping (Chan, Cheung, & Lee, 2017; Chen et al., 2020;

Floh & Madlberger, 2013; Widagdo & Roz, 2021). Consumers make their

decisions unexpectedly, and most of them end up buying more than they initially

intended. This impulsiveness is essentially due to the stimuli they face, leading

them to buy impulsively (Floh & Madlberger, 2013). 40% of all purchases that

consumers make online are considered impulsive purchases. This percentage

can be explained by customers having easy access to products, lack of social

pressure, and lack of delivery efforts (Dolliver, 2009; Verhagen & Van Dolen,

2011).

More recent studies conclude that impulsive behavior has registered

more significant results over the years; that is, the number of impulsive online

purchases is growing (Iyer, Blut, Xiao, & Grewal, 2019; Yeboah & Owusu-

Prempeh, 2017). This increase can be attributed to the advance of e-commerce

and information technology activities (Chan et al., 2017). An analysis carried out

29
by SIBS Analytics (2020) in the first half of November 2020 showed a 32%

growth in online shopping concerning the same period of the year before. Taking

into account the European Ecommerce Report, in 2018, e-commerce statistics in

Portugal showed that 50% of Portuguese internet users had made online

purchases and that the European average was 69% (Lone, Favero, Quaglieri, &

Packiaraja, 2019). Therefore, further research has discussed the importance of

internal and external stimuli that lead consumers to impulsive buying (Kalla &

Arora, 2011).

1.2.1. Online Impulsive Buying Stimuli

Initially, it is crucial to know that various elements influence online

impulsive buying. For example, an obstinate, powerful, and unexpected desire

can lead consumers to impulsive online purchases (Akram et al., 2017). Online

buying is also driven by low cognitive control and consumer emotions through

appealing products, influencing them to purchase without considering other

elements such as financial and social ones (Akram et al., 2017; Liu, Li, & Hu,

2013).

Exposure to stimuli can be considered an element that makes consumers

buy impulsively (Liu et al., 2013). These stimuli, together with economic

30
elements, time, location, culture, personality, the mood of the consumer (Stern,

1962), the ease of accessing the credit card, the layout of the store, and

demographic, psychological, and situational elements (Gupta & Taushif, 2013)

can trigger an impulsive buying. Cahyorini and Rusfian (2011) add that

excitement and disregard for the consequences can also influence impulsive

buying, and finally, materialistic values. That is, consumers use shopping as a

way to achieve temporary happiness and satisfaction (Clark, 2012).

Typically, online consumers are more impulsive than offline buyers

(Verhagen & Van Dolen, 2011). This behavior is due to the ease of transactions

and online marketing stimuli that make impulsive buying and allow online

shoppers to be less risk-averse (Verhagen & Van Dolen, 2011). In addition, online

impulsivity is influenced by motivational, emotional, and other elements such as

website stimuli, sales promotion, ease of payment (Akram et al., 2017).

Based on a literature review by Kalla and Arora (2011), many elements

influence impulsive buying. These elements are divided into two categories:

- Internal stimuli: specific stimuli associated with the consumer,

examining their characteristics (Table 1) (Karbasivar & Yarahmadi, 2011).

Hedonic needs, age, personality, mood states, gender, social position, shopping

enjoyment, and consumer welfare (or lack thereof) are examples of internal

31
elements that can affect impulsive buying (Kalla & Arora, 2011; Karbasivar &

Yarahmadi, 2011; Rook, 1987; Stern, 1962). Some consumers cannot control

their shopping desires in online stores and turn them into spending motivations

(Lo, Lin, & Hsu, 2016).

Based on a study developed by Baumeister (2002), consumers are divided

between desires suggested by consumption stimuli and the ability to resist

temptations, that is, self-control. This self-control can fail in three situations

(Figure 1) (Baumeister, 2002). First, when the achievement of satisfaction and

saving money come into conflict (Baumeister, 2002). Second, the consumer does

not have the power to monitor his behavior. When people keep prudent track of

their money and expenses, impulsive purchases are less likely to happen

(Baumeister, 2002).

Finally, self-control depends on a resource that operates as a force or

energy, and the two other situations are useless without this one. When the

consumer’s ability to control himself fails, they show impulsive behaviors, which

generally lead to regret (Baumeister, 2002). Usually, the consumer’s mood is

linked to impulsive buying, whether positive or negative, the state of mind

influences consumers to buy impulsively (Sun & Wu, 2011). When online

impulsively buying a product or service, most customers seek to achieve feelings

32
of emotion, newness, style, status, break the routine, entertainment, and/or

other hedonistic motivations (Wood, 2005).

Figure 2: Three situations that self-control can fail

Source: Adapted from Baumeister (2002)

- External stimuli: specific motivations associated with the purchasing

environment, product characteristics, and marketing stimuli (Table 2) (Bhakat

& Muruganantham, 2013; Karbasivar & Yarahmadi, 2011). Promotions, the

store’s design, social aspects, visual motivations, store atmosphere, ambient

elements, and shopping layout are examples of external elements. Consumers

can feel an urge to buy impulsively when visually confronting signals such as

promotional incentives (Bhakat & Muruganantham, 2013; Dawson & Kim, 2009;

Kalla & Arora, 2011). Online impulsive buying is also often associated with

accelerating sales promotions used in online stores. Therefore, it is popular to

see promotional strategies implemented to advertise, for example, up and cross-

selling through featured products, price discounts, coupons, and other

promotional deals (Dawson & Kim, 2009, 2010).

33
 More recently, the COVID-19 pandemic is also an element that may

influence impulsive online consumer purchases (Deng, Wang, Xie, Chao, & Zhu,

2020; Xiao et al., 2020; Xiong et al., 2020). Furthermore, a systematic review

proved that COVID-19 is genuinely associated with worldwide psychological

distress, such as anxiety and stress (Xiong et al., 2020), which can cause

impulsive buying (Deng et al., 2020; Xiao et al., 2020).

Internal stimuli Author

Obstinate, powerful, and unexpected

Akram et al. (2017)
desire

Akram et al. (2017)

Liu et al. (2013)

Consumer’s mood and emotions
Sun and Wu (2011)

Wood (2005)

Akram et al. (2017)

Lack of self-control Baumeister (2002)

Liu et al. (2013)

Excitement and disregard for the
Cahyorini and Rusfian (2011)
consequences

Cahyorini and Rusfian (2011)

Materialistic values
Clark (2012)

Economic elements Stern (1962)

Gupta and Taushif (2013)

Kalla and Arora (2011)

34
Demographic, psychological, Karbasivar and Yarahmadi (2011)
situational elements (age, location,
Rook (1987)
culture, personality, gender, and
social position) Stern (1962)

Verhagen and Van Dolen (2011)

Wood (2005)

Hedonic needs (emotion, newness, Kalla and Arora (2011)

style, status, break the routine, Karbasivar and Yarahmadi (2011)

entertainment)
Rook (1987)

Stern (1962)
Temporary happiness or/and
Clark (2012)
satisfaction

Table 1: Internal online impulsive buying stimuli

Source: Author

External stimuli Author

Akram et al. (2017)

Ease of accessing the credit card Gupta and Taushif (2013)

Verhagen and Van Dolen (2011)

Bhakat and Muruganantham (2013)

Product characteristics
Karbasivar and Yarahmadi (2011)

Bhakat and Muruganantham (2013)

Marketing stimuli Karbasivar and Yarahmadi (2011)

Verhagen and Van Dolen (2011)

Gupta and Taushif (2013)

35
 Bhakat and Muruganantham (2013)
Atmosphere and layout of the store
Verhagen and Van Dolen (2011)

Karbasivar and Yarahmadi (2011)

Kalla and Arora (2011)

Dawson and Kim (2009)

Akram et al. (2017)

Bhakat and Muruganantham (2013)

Sales promotions (price discounts,
Dawson and Kim (2010)
coupons)
Dawson and Kim (2009)

Kalla and Arora (2011)

Website stimuli Akram et al. (2017)

Deng et al. (2020)

COVID-19 Xiao et al. (2020)

Xiong et al. (2020)

Table 2: External online impulsive buying stimuli

Source: Author

Next, this present study will address three external elements that

influence impulsive buying online. These three elements were chosen because

they have great relevance to impulsive consumer behavior (Bhakat &

Muruganantham, 2013; Deng et al., 2020; Karbasivar & Yarahmadi, 2011; Xiao et

al., 2020). First, studying the influence of the COVID-19 pandemic is essential

because it is affecting the whole world, and there are not many studies

36
addressing this topic (Deng et al., 2020; Xiao et al., 2020). Next, as online

shopping is constantly developing (Bhatti et al., 2020; Cramer-Flood, 2020;

Jimenez et al., 2019), studying marketing stimuli and product characteristics

online is important, not only for businesses but also for consumers (Bhakat &

Muruganantham, 2013; Karbasivar & Yarahmadi, 2011). On the one hand,

companies can create more effective strategies to trigger impulsive behavior. On

the other hand, consumers become more aware of these strategies (Akram et al.,

2018; Lo et al., 2016).

The first element is the COVID-19 pandemic. Secondly is the marketing

stimuli, which includes sales promotions and website stimuli. Regarding the

sales promotion stimuli, this strategy is a crucial antecedent of impulsive online

buying (Lo et al., 2016). Sales promotion aims to stimulate consumer needs and

prompt customers to buy a product immediately (Akram et al., 2018).

Concerning the website stimuli, websites need to have clear and attractive

pictures, detailed and informative descriptions, and ways to interact directly

with the customer (interactive experiences) (Falcon, 2020). Finally, is product

characteristics. This element is divided into two groups: product category and

product price (Chavosh, Halimi, Namdar, Choshalyd, & Abbaspour, 2011; Ling &

Yazdanifard, 2015; Tinne, 2010).

It is important to know that some researchers have already studied

these elements (marketing stimuli and product characteristics) in an offline

37
context: Kacen et al. (2012). Moreover, Harahap et al. (2021), Naeem (2020), and

Xiao et al. (2020) studied the impact that the COVID-19 pandemic had on

consumers' impulsive behavior. Nonetheless, because these elements affect

consumers’ daily lives when buying online, it is essential to study them and

understand their impact on online impulsive buying behavior (Figure 3).

Figure 3: Online impulsive buying stimuli

Source: Author

1.2.1.1 Crisis Situation: COVID-19

In early 2020, a new pandemic - COVID-19 - emerged in Wuhan, China. It

quickly spread worldwide, becoming a global public health emergency (Wang,

Horby, Hayden, & Gao, 2020). COVID-19 is one of the most significant challenges

38
that governments and businesses have faced in the past century (Hall, Prayag,

Fieger, & Dyason, 2020).

Since then, billions of people have stopped traveling to work or school to

avoid spreading the virus (Hall et al., 2020; Wang et al., 2020). As a result of the

pandemic, social distancing and shutdown mandates have totally disrupted

consumers' shopping and buying habits along with their everyday consumption

(Donthu & Gustafsson, 2020). Feelings of loneliness, negativity, and depression

have been, among other things, linked to poorer cognitive performance (Donthu

& Gustafsson, 2020). However, it is possible to see an increase in other positive

behaviors caused by social distancing: people have begun developing new skills

and taking better care of the place where they live. People also carry up on

essentials, panic buying, and escaping to rural areas (Donthu & Gustafsson,

2020). This indicates that what is happening to consumers and their behaviors

is complex (Donthu & Gustafsson, 2020), and it would be interesting to study this

phenomenon in the online context of impulsive buying.

The main consequence of the COVID-19 pandemic is to accelerate the

development of digital platforms. COVID-19 strengthens this online step and

operates as a catalyst for significant change (Harahap et al., 2021). Online

shopping and digital consumption have increased considerably and will continue

to grow at record levels from purchases by consumers who tend to be impulsive

(Harahap et al., 2021).

39
 COVID-19 can create impulsive purchases as they are linked to social

interpretations of perceived risk and fear, such as stay home, wash your hands,

save your loved ones, and save health professionals (Naeem, 2020). These social

understandings of fear appeal to impulsive buying among customers, which was

not the objective (Naeem, 2020). Therefore, one of the objectives of this study is

to explore the development of impulsive online buying behavior among

customers during the ambiguous and terrifying circumstances of the COVID-19

pandemic.

1.2.1.2 Marketing Stimuli

Sales Promotion

Sales promotion is a vital element in marketing campaigns (Kotler &

Keller, 2016). As a collection of various motivational instruments, sales

promotion is designed to encourage consumers to buy more and more often

specific products or services by consumers within short periods (Kempa,

Vebrian, & Bendjeroua, 2020; Kotler & Keller, 2016). Kotler and Keller (2016)

add that while advertising gives a reason to purchase, sales promotion presents

an incentive to buy.

Badgaiyan and Verma (2015) state that sales promotions are among the

oldest techniques for companies to increase their sales and encourage

40
consumers to buy. Sales promotions bring benefits to consumers, which can be

divided into two categories: utilitarian benefits (extrinsic) that provide customer

value by being a means to an end, for example, saving money and convenience;

and in hedonic benefits (intrinsic), they are valued for their own, without further

respect to their practical purposes - entertainment, value, and exploration

(Chandon, Wansink, & Laurent, 2000; Lo et al., 2016).

Therefore, impulsive buying should involve sales promotion stimuli that

can generate maximum efficiency (Lo et al., 2016). In their study, Lo et al. (2016)

gathered the main sales promotion stimuli that online stores commonly apply to

motivate impulsive buying. Then, they grouped them by mentioning the benefit

congruence framework (Figure 4).

Figure 4: Benefit matrix of sales promotion strategies

Source: Adapted from Chandon et al. (2000); Lo et al. (2016)

41
 Promotions for newly launched products: Consumer interest in new

products can be motivated by product launches, even if companies hardly make

price reductions. This sale promotion produces hedonic benefits for consumers,

in this case, exploration. It is classified as high hedonic and low utilitarian

benefits (Chandon et al., 2000; Lo et al., 2016; Verhagen & Van Dolen, 2011).

Unknown products in the domestic market: These products are usually

accessible in the market for a short period and are restricted in quantity. The

hedonic benefits before purchase somewhat easily attract consumers who are

usually early adopters of these products. This type of sales promotion is

considered high hedonic and low utilitarian benefits (Chandon et al., 2000;

Dawson & Kim, 2010; Lo et al., 2016).

Buy one, get one free: These products and services are sold applying a buy

one get one free promotion, or often when buying one product, the second one

gets a 50% discount. This type of sales promotion creates utilitarianism by

accumulating money and creates hedonic benefits in producing value for

consumers. According to the benefit congruence framework, this type of

promotion can trigger impulsive buying and has high utilitarian and hedonic

benefits (Chandon et al., 2000; Lo et al., 2016).

Time-limited sales: Products or services are sold within a specific, short

period. After the deadline is exceeded, the original prices are reestablished. Few

42
consumers are notified about these discounts, and therefore this type of sales

promotion generates both utility (economic savings and quality) and hedonic

benefits (value creation). This method has high utilitarian and hedonic benefits

(Chandon et al., 2000; Lo et al., 2016).

Group-buying promotional strategies: These promotions are similar to

time-limited sales; however, they are limited in the number of products. These

products usually are recently introduced and do not have much visibility in the

marketplace. They create practical benefits through financial savings and

hedonic benefits through value creation and can generate impulsive buying

behavior. It is considered a strategy of high hedonic and utilitarian benefits

(Chandon et al., 2000; Lo et al., 2016).

Limited product quantities for sale: These products are sold at reduced

prices because they exist in limited quantities. Like the other sales promotion

strategies, this can lead the consumer to make impulsive purchases. This type of

sales promotion creates utilitarian benefits through monetary savings and

hedonic benefits through value expression. It is classified as having high hedonic

and utilitarian benefits (Chandon et al., 2000; Lo et al., 2016).

Price reductions: This happens when a product is marketed at the usual

or promoted price. It can create utilitarian benefits for consumers, such as

conserving money. They are considered high utilitarian and low hedonic benefits

(Chandon et al., 2000; Lo et al., 2016; Madhavaram & Laverie, 2004).

43
 Bonus reward: Previously accumulated purchase quantities are

converted into bonus points that can be used on a current buying. This type of

sales promotion generates utilitarian benefits (saving cash) and is classified as

high utilitarian and low hedonic benefits (Chandon et al., 2000; Lo et al., 2016).

Gifts with purchase: When the purchase achieves a specific value,

consumers receive a gift. This sale promotion strategy creates utilitarian benefits

- saving money. It has high utilitarian and low hedonic benefits (Chandon et al.,

2000; Lo et al., 2016).

In conclusion of their study, Lo et al. (2016) stated that the nine sales

promotion stimuli mentioned above are all considered motivating elements. This

is because they produce utilitarian or hedonic benefits that significantly enhance

consumers’ online impulsive buying (Lo et al., 2016). Sales promotions with high

utilitarian benefits were also more likely to induce impulsive buying online than

strategies with high hedonic benefits (Lo et al., 2016).

Several researches have confirmed that consumers are more likely to be

impulsive when they see promotions on products for sale; that is, this stimulus

increases the probability that consumers will buy impulsively (Akram et al.,

2018; Badgaiyan & Verma, 2015; Kempa et al., 2020; Liao, Shen, & Chu, 2009).

Nevertheless, research analyzing the impact of sales promotion on impulsive

online buying has been limited (Akram et al., 2018). Consequently, the current

44
study expands the literature by exploring the impact of sales promotion in online

impulsive behavior in the fashion industry.

Website Stimuli

Shopping behavior in a physical shop can be stimulated through the five

human senses: vision, hearing, touch, smell, and taste (Lo et al., 2016). In

contrast, only two senses can be stimulated in an online shopping context, vision

and hearing (Lo et al., 2016). Website navigation, visual appeal, ease to use, and

transaction security are all elements that can immediately influence the

possibility that consumers will suffer impulsive buying (Akram et al., 2017; Lo et

al., 2016). The online store’s design must be appealing since only vision and

hearing are captured among consumers’ five senses (Lo et al., 2016). It is vital to

have online stores with easy-to-use website features, clear and understandable

navigation guides, attractive layouts, and spaces where consumers can share

their opinions (Liang & Lai, 2002; Lo et al., 2016).

Over the years, fashion store websites started to implement innovations

that bring a completely new experience to their customers (Falcon, 2020).

Websites need to have explicit photos, helpful descriptions, close-up shots, and

more recently, some stores have begun implementing 360-degree product

visions (Falcon, 2020). In addition to many other advantages, the 360-degree

product view improves customer satisfaction and presents a better product

image, down to the details, and fewer product returns (Wasson, 2020).

45
 These are decisive elements in evoking online shopping on impulse due

to the preponderance and influence of the stimuli assumed (Liang & Lai, 2002).

When users access a website to explore products or services, their experiences

of the website’s quality of service may promote or discourage online shopping

(Wu & Hsu, 2014).

In an online context, Childers, Carr, Peck, and Carson (2001) proposed the

term “webmospherics,” which is described to aggregate a set of web page design

attributes that contribute to generate impulsive online buying. Among these

attributes can be mention frames, pop-up windows, text, the configuration of

search menus, graphics, and dimensions of the site layout, such as organization

and predefined grouping of products/services (Childers et al., 2001).

Regarding the characteristics of websites, several elements can influence

impulsive buying behavior (Wells et al., 2011). Visual appeal, layout, transaction

security, navigation, and personalized performance are decisive elements in

evoking impulsive online shopping (Ling & Yazdanifard, 2015; Moez & Gharbi,

2013; Verhagen & Van Dolen, 2011; Wells et al., 2011). The online environment

is divided into high task-relevant and low task-relevant, corresponding to

distinct objectives (Ling & Yazdanifard, 2015). High task-relevant attributes

focus on simplifying consumer’s shopping goals which involve transaction

security and navigability (Ling & Yazdanifard, 2015). On the other hand, low

task-relevant characteristics concentrate on making consumers’ shopping

46
experience enjoyable, consisting of visual appeal or website satisfaction, that is,

the attractiveness of the online store (Ling & Yazdanifard, 2015).

The elements mentioned above are essential to serving consumer

satisfaction, trust, and loyalty (Hsu, Wang, & Chih, 2013; Moez & Gharbi, 2013).

This way, it increasingly affects consumers’ commitment to the website and,

therefore, their impulsive purchasing (Hsu et al., 2013; Moez & Gharbi, 2013). In

this research, navigability, ease to use, transaction security, and the website

design are the main characteristics of the website stimuli study to understand

the relation with online impulsive buying behavior (Figure 5).

The navigability of a website performs a significant role in online

information processing (Wojdynski & Kalyanaraman, 2016). It impacts

consumers’ capacity to find and process content. Moreover, the concept of

navigability is the simplicity with which the user finds the information needed

on the website (Wojdynski & Kalyanaraman, 2016). This definition is often

linked to other concepts, such as usability or ease of use, but navigability focuses

mainly on locating information (Wojdynski & Kalyanaraman, 2016).

Concerning transaction security, once the product is decided, the

customer must give ordering, payment, and shipping data (Liang & Lai, 2002; Lo

et al., 2016). The tasks provided by online stores include the following: (1) Easy

registration process: Many websites require customers to be members before

ordering, so registration is required. Easy registration procedures can prevent

47
consumers’ impulsive purchases (Liang & Lai, 2002); (2) Home delivery: It

makes consumers much more comfortable because they can receive the product

at home (Liang & Lai, 2002); (3) Free shipping: It makes the purchase more

fluid, and consumers do not have the big worry of shipping costs (Dawson & Kim,

2010); (4) Payment methods: Nowadays, there is a wide variety of payment

methods - credit cards, payment and delivery of products in stores or payment

on delivery (Liang & Lai, 2002). 

An effective website design engages and attracts consumers online (Cyr,

2013; Cyr & Bonanni, 2005). In short, the concept of website design is related to

the consumer's perception of the website's overall appearance (layout) (Cyr,

2013; Cyr & Bonanni, 2005). Nowadays, the design of a website goes beyond

aesthetics (Cyr, 2013; Cyr & Bonanni, 2005). It involves planning,

conceptualizing, and organizing online content, from graphic design and

structure to images, to colors, layout, fonts, and user experience design (Cyr,

2013; Cyr & Bonanni, 2005).

Figure 5: Characteristics of website quality

Source: Author

48
1.2.1.3 Product Characteristics

Certain products are purchased more impulsively than others (Ling &

Yazdanifard, 2015). Impulsive purchases are responsible for numerous sales in

the most varied product categories (Hausman, 2000). In a traditional and online

context, consumer preferences generally differ in products’ characteristics and

importance (Levin, Levin, & Weller, 2005). Nevertheless, product characteristics

can affect consumer enthusiasm to shop online (Dai, Forsythe, & Know, 2014;

Mallapragada, Chandukala, & Liu, 2016).

The probability of a product being obtained on impulse also depends on

its characteristics (Chavosh et al., 2011; Ling & Yazdanifard, 2015; Tinne, 2010).

The product characteristics can be divided into two groups:

- Product Category: Several studies propose two categories of

products: hedonic and functional (Chavosh et al., 2011; Ling & Yazdanifard,

2015; Tinne, 2010). Hedonic goods are mainly consumed for their hedonic

benefits, that is obtained from the use and enjoyment of the product (Chavosh et

al., 2011; Ling & Yazdanifard, 2015; Tinne, 2010). In contrast, functional

products are consumed for practical benefits (Chavosh et al., 2011; Ling &

Yazdanifard, 2015; Tinne, 2010). Impulsive buying has been discovered to occur

more in hedonic products because of the figurative meaning they deliver.

Consumers more impulsively purchase hedonic luxuries (for example, candy)

than utilitarian essentials – rice (Ling & Yazdanifard, 2015). Consumers who

49
tend to be impulsive in their purchases and decide for hedonic products are more

likely to pay a higher price compared to functional products (Angst &

Kuruzovich, 2008; Ling & Yazdanifard, 2015).

- Product price: This is an essential element of impulsive buying

(Karbasivar & Yarahmadi, 2011; Ling & Yazdanifard, 2015). The price of a

product is considered one of the central functionalities that direct people to buy

impulsively, either online or in physical stores (Karbasivar & Yarahmadi, 2011).

Usually, products that are purchased on impulse are low-priced (Tinne, 2010).

Numerous studies determined that product characteristics (product

categories and product price) have a strong and significant effect on consumers’

impulsive buying behavior, both in an online and offline context (Chavosh et al.,

2011; Ling & Yazdanifard, 2015; Tinne, 2010).

1.3. ONLINE FASHION INDUSTRY

In 2020, everything changed in the fashion industry (Brydges, Retamal, &

Hanlon, 2020). With the coronavirus pandemic’s appearance, this industry

suffered its worst year since it experienced a significant impact as sales

decreased (Brydges et al., 2020). While there has been growth in online sales,

these have not been enough to cover the losses caused by the shutting of physical

50
stores (Brydges et al., 2020). The pandemic will and is changing not only the daily

lives of both consumers and businesses but also consumption patterns (Brydges

et al., 2020).

The significance of fashion in consumers’ daily lives, especially in young

consumers, is increasing and is gradually seen as a materialistic feeling (Wadera

& Sharma, 2019). Online fashion apparel purchases are perceived as more

impulsive than purchases made in a physical context (Wadera & Sharma, 2019),

this is due to the fact that fashion is identified as a typical commodity under the

influence of spontaneous emotions and desires (Dawson & Kim, 2009; Kim,

Ferrin, & Rao, 2008; Phau & Lo, 2004). Nevertheless, researchers have studied

this phenomenon to see how it applies to fashion clothing retailers online

(Wadera & Sharma, 2019). This behavior also makes companies interested in

how the impulsive buying customer acts (Dawson & Kim, 2009).

There are two classifications of shoppers in the fashion industry: slow and

fast fashion consumers (Watson & Yan, 2013). Customers with rational and

planned buying behavior are usually slow fashion consumers (Watson & Yan,

2013). Slow fashion is changing consumers’ mindset as it promotes people to buy

in less quantity and frequency, but products with more quality (Watson & Yan,

2013). On the other hand, fast fashion is considered for consumers with a

tendency to buy on impulse, impatient and irrational (Watson & Yan, 2013). Fast

fashion consumers feel satisfaction during and after the acquisition. However,

51
they feel unhappiness after consumption because the products have a short life

cycle (Binet et al., 2018).

The fashion segment is a dynamic industry in constant change (Sarah, Goi,

Chieng, & Taufique, 2020). One of the most considerable changes is the

quickening adoption of e-commerce; that is, more people are shopping online

and ordering goods online (Bhatti et al., 2020). Overall, the Fashion category

appears to have the highest online shopping penetration (Sarah et al., 2020).

Within the fashion market, apparel has become a dominant product category

purchased online in many emerging markets, and it is considered the market’s

largest segment (Sarah, Goi, Chieng, and Taufique, 2020).

For the fashion industry, a great consumer spends much money on

products, if possible, more products than they initially intended to buy when

they entered the website (Kukar-Kinney, Scheinbaum, & Schaefers, 2016;

Lidholm, Radon, Sundström, & Balkow, 2017). This consumer is seen as an

impulsive buyer and believed to be influenced by desires and uncontrolled

emotions (Kukar-Kinney et al., 2016; Lidholm et al., 2017). In this industry, an

impulsive customer is seen as someone who benefits the business. Therefore,

many studies have been done to identify how the impulsive buying customer can

be persuaded to buy (Kukar-Kinney et al., 2016).

52
2. METHODOLOGY

This chapter is divided into five sections: (1) research setting; (2)

research objectives and research question; (3) presentation and justification of

the research methodology used; (4) data collection techniques, and (5) data

analysis.

2.1. R ESEARCH SETTING

The literature review highlighted the constant prevalence and growth of

impulsive online purchases and the relevance that certain external and internal

aspects assume in realizing those purchases.

As previously mentioned, fashion is the largest segment of the B2C e-

commerce market in Portugal (Statista Market Forecast, 2020). According to

DataReportal (2020), fashion & beauty was the category that Portuguese

consumers bought most online in 2019, registering $976.0 million of the total

amount spent. In 2019, compared with the previous year, the fashion & beauty

category was the group with the highest growth of the total amount spent in

consumer e-commerce categories (DataReportal, 2020).

53
 This research proposes to study the Portuguese population, between 20

and 59 years, who made purchases of clothing (apparel, footwear, and bags &

accessories) in the last year.

2.2. P URPOSE AND R ESEARCH QUESTIONS

Purpose

This study’s research purpose is to understand the impulsive online

buying behavior in the fashion industry.

Research Questions

This research seeks to answer the following research questions in the

context of the online fashion industry:

1. What influence the COVID-19 pandemic had on consumer online

impulsive buying behavior?

2. What are the main marketing stimuli that drive consumers to

impulsive buying behavior?

3. What characteristics of a product trigger impulsive buying

behavior in consumers?

54
2.3. R ESEARCH APPROACH

A researcher defines his study methodology based on the objectives,

considering what he wants to achieve when conducting the research

(Schoonenboom, 2018). Considering the main objective and the research

questions mentioned above, it is possible to see that this is an exploratory

research that seeks to deepen and analyze unexplored online consumer behavior

trends, know opinions, and interpret new phenomena. Thus, a qualitative

methodology is the most appropriate and will be used in his research.

This approach allows for in-depth knowledge of the participants’

perspectives (Gelo, Braakmann, & Benetka, 2008). It also allows for a better view

and conception of the problem and obtaining answers concerning why certain

phenomena occur as a way to understand the general (Gelo et al., 2008; Jason &

Glenwick, 2016). This approach is used to understand how people see and

experience their surroundings (Gelo et al., 2008; Jason & Glenwick, 2016). Jason

and Glenwick (2016) believe that qualitative methodology can create socially

relevant understandings.

This research methodology is a data-driven approach that starts from

studying phenomena to build up concepts about the topic under the study (Gelo

et al., 2008; Håkansson, 2013; Malhotra & Dash, 2016). It is subjective, inductive,

and descriptive (Gelo et al., 2008; Håkansson, 2013; Malhotra & Dash, 2016).

Thus, the use of qualitative methodology is justified. In order to answer the

55
objectives, methods were used to collect the data for the analysis from individual

interviews and focus groups.

2.4. D ATA C OLLECTION

This research was conducted through the application of interviews and

focus groups in order to meet the objectives. The interviews conducted within

this research were semi-structured, concentrating on the phenomena under

study and following a script of logical and appropriately organized questions,

which suited the phenomena under study. Semi-structured interviews are

characterized by predefined questions and topics (Adhabi & Anozie, 2017; Peters

& Halcomb, 2015). Although there is a set of guiding lines, the researcher has the

flexibility to create more enhanced questions than the initially planned ones that

provide insights into the participants’ experiences, perceptions, or opinions

(Adhabi & Anozie, 2017; Peters & Halcomb, 2015).

There are several advantages of using the interview as a data collection

technique for this study (Adhabi & Anozie, 2017). Among them: face-to-face

interaction, even though it is through an online platform, there is a live

interaction with the interviewee, making the communication more personal. The

researcher can interfere when necessary; thus, it is possible to guarantee that

56
the interviewee understands the topic or the question under analysis (Adhabi &

Anozie, 2017).

A focus group in this situation and considering the phenomenon under

study is significant because ideas are more likely to arise when people are in a

group than in an individual interview (Malhotra & Dash, 2016). This method

makes it possible to promote new concepts, generate opinions and explore ideas

of a particular phenomenon (Malhotra & Dash, 2016). The principal purpose of

focus groups is to gain insights by listening to the target market group talk about

issues of interest to the researcher (Gelo et al., 2008; Malhotra & Dash, 2016;

Oliveira, Strassburg, & Piffer, 2017).

Like interviews, focus groups also have many advantages (Malhotra &

Dash, 2016). Between others: bringing a group of people together will generate

a broader range of information, insight, and ideas than individual responses

(Malhotra & Dash, 2016). A comment from one person can cause a reaction from

others (Malhotra & Dash, 2016). Participants are not required to answer specific

questions, which creates greater spontaneity (Malhotra & Dash, 2016). In this

way, interviewees provide personal opinions and allow flexibility in the topics

addressed (Malhotra & Dash, 2016). Given the current situation of COVID-19, it

was decided to conduct the interviews and focus groups using the Zoom

platform, as this was considered the most viable alternative to ensure the safety

of the interviewees and the interviewer. Figure 6 represents the objectives for

each of the methods used in the study.

57
 Figure 6: Systematization of data collection techniques

Source: Author

2.4.1. Questionnaire Characterization

To recruit people for interviews, the procedure can be carried out by

telephone, in person, or on the Internet (Jason & Glenwick, 2016). In this case,

the procedure used was the Internet. The objective was to find consumers who

would have impulsive online buying experiences in the fashion industry in the

past 12 months. In order to find these consumers, a short questionnaire

consisting of three questions was developed (Figure 7 and Appendix A). This

58
questionnaire was spread through social networks (LinkedIn and Facebook) and

word of mouth.

Figure 7: Structure of questionnaire

Source: Author

The short questionnaire was launched on 24 April. In the first place, there

was a total of 367 responses. Of these, only 73 people met the requirement of

making impulsive fashion purchases online and were willing to contribute in the

interviews and focus groups.

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2.4.2. Interviews

The semi-structured interviews were prepared considering the literature

review to conduct well-designed interviews. So, 16 (I 1 – I 16) individual

interviews were conducted, via Zoom, with men and women who had made

online purchases in the last year. All interviews were recorded in voice format.

The script, which was previously prepared, had 27 questions. It started

with a brief introduction presenting the phenomenon under study, the purpose

of the research, and providing essential information for the development of the

interview. Then, in the initial phase of the interview, several questions focused

on the following criteria were developed: gender, age, and income to segment

and characterize consumers. In this section, the concept of impulsive buying was

addressed: know if the respondents are aware of the phenomenon and whether

they have ever made impulsive purchases and which frequency it buys. These

questions allowed to draw a profile regarding impulsive buying behavior. In the

next step, the key questions focus on respondents’ perceptions of online

shopping, how they react to website stimulus and what characteristic they value

the most, and the importance of these elements.

Few studies addressing impulsive online buying behavior implement the

qualitative method in the research. However, represented in table 3 are some

60
authors who were essential in developing the questions for the interviews and

focus group.

Theme Author

Impulsive buying in the fashion industry Watson and Yan (2013)

Website stimuli Chan et al. (2017)

Dawson and Kim (2010)

Sales promotions
Iyer et al. (2020)

Product category Chavosh et al. (2011)

Chavosh et al. (2011)

Product price
Iyer et al. (2020)

Table 3: Main authors - Interviews and focus group questions

Source: Author

Interviews Characterization

The characterization of interviews conducted with Portuguese

consumers who have made impulsive online purchases in 2020 consisted of 16

individuals. First, in Graph 1, the age range goes from 22 to 66, with an average

age of 44. The highest response rate is among 22-year-olds (25%, which

corresponds to 4 respondents), followed by 23, 24, and 55-year-olds (12,5%,

which corresponds to 2 respondents).

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 Graph 1: Interviews Respondents Characterization - Age

Source: Author

In Graph 2, the available income of the respondents can be seen. 12.5%

(n= 2) of the consumers comprises persons with no disposable income and

incomes lower than 600 euros. Moreover, the highest response rate (43,8%) is

for incomes above 1500 euros, corresponding to 7 respondents. Finally, the

range from 600 euros to 1500 euros has a response rate of 31,3%, corresponding

to 5 respondents. Graph 2, represents the gender characterization, that

comprises 56% females (n=9) and 44% males (n=7).

62
 Graph 3: Interviews Respondents Graph 2: Interviews Respondents
Characterization – Gender Characterization - Available Income

Source: Author

2.4.3. Focus Group

The four focus groups’ selection was based on consumers' ages, gender,

and shopping behaviors to understand their distinct perspectives and interests

in discussing impulsive online buying. None of the participants knew each other.

Like in the interviews, the focus group started with more general

questions and specific questions about impulsive buying. In this way, a script

with 29 questions was prepared for the focus groups. After introducing the

concept of impulsive buying, the key questions focused on respondents’

perceptions of online shopping. First, some website stimuli were addressed to

63
understand the characteristics that consumers value the most when purchasing

a fashion product. Second, the questions focused on sales promotion. In this way,

it will be possible to analyze how consumers react to those sales promotion

strategies. Finally, the importance of product characteristics was discussed.

Focus Group Characterization

In order to codify the participants, the letters FG followed by numbers

were assigned (Figure 7). The group of women under 44 years of age, FG 1 to FG

7, the group of women over 45 years of age, FG 8 to FG 12. As for the male group

under 44 years old, FG 13 to FG 20, and men over 45 years old, FG 21 to FG 24.

Figure 8: Focus Group Respondents Characterization

Source: Author

64
 The focus group conducted with Portuguese consumers who have made

impulsive online purchases last year consisted of 24 individuals, divided into

four groups by age and gender. Initially, consumers were divided into groups

according to age and gender because the aim was to study the influence of

consumer characteristics (age, gender, and available income) on online impulse

buying. However, as the data was insufficient given these elements, another

element mentioned in the interviews and focus group - COVID-19 pandemic -

was adopted.

2.5. D ATA A NALYSIS

Throughout the data collection process, it was considered the pursuit of

the objectives and the explanation of meticulous work planning to answer the

research questions. After finishing the focus groups and individual semi-

structured interviews conducted with 40 (16 interviews and 24 people in focus

group) online shopping consumers, all the data collected was transcribed. Before

the final analysis, there was a pre-analysis so that it was possible to understand

if the data collected was sufficient for the research.

Then, the interviews and focus groups were analyzed in detail to gather

pertinent information and draw conclusions. The processing of the data

extracted from the interviews and focus groups led to the preparation of an

analysis table. In this table, the data were divided into categories and

65
subcategories. In this way, it was possible to organize and synthesize all the data

so that it was feasible to understand the interviewees' opinions and find possible

meanings for their speeches.

After all stages of the data organization, a content analysis was prepared

to explore the interviews and focus group data. Before moving forward, it is

necessary to understand the concept of content analysis. According to Bardin

(2011), content analysis is a research methodology used to explain and

understand the content collected from qualitative methods, such as interviews,

documents, observations, and focus groups.

66
3. FINDINGS

After collecting the data obtained from the individual interviews and

focus groups, this chapter presents the findings.

3.1 COVID-19 pandemic situation

The first research question focuses on the current situation that the world

is facing, the COVID-19 pandemic. It is intended to understand the impact that

COVID-19 had on impulsive online buying behavior in the fashion industry. Table

4, regarding the COVID-19 pandemic, describes the main themes mentioned in

the interviews and focus group, supported with consumer transcripts.

The impact of COVID-19 pandemic on online impulsive buying behavior

Themes Empirical Excerpts

“In general, being isolated at home made me more anxious
and stressed. My emotional state affected my purchases and
Consumers felt
decisions at this time of the pandemic. (...) When I feel more
more stress
stressed, I buy more impulsively; it is a way to escape my
responsibilities.” (I 9)
Consumers "The fact that with the beginning of the pandemic I did not
have more have as much expense, the money dedicated to online
available shopping turns out to be greater." (I 14)
income

67
 "The pandemic, on the one hand, also had good things (...) I
saved some money because I did not spend it on secondary
goods [meals out and fuel]. However, I ended up spending
more money on other delights like online shopping" (FG 23)
“I can say that I have discovered a new world in the
pandemic, the world of online shopping and how easy it is.
What keeps me attached to the screen and wanting to do
more and more shopping (...) is the fact that we do not have
to wait days and days to receive the product we bought, and
the exchanges are also easy.” (I 16)
The changing “During the pandemic, I think the quality of online shopping
perception of has grown greatly. (...) The delivery time is shorter, and I
consumers believe this encourages consumers to buy more in a certain
regarding quick way. It is always a novelty to receive a box at home, even if
delivery you already know what is in it (...) and to receive it the next
day is a plus.” (FG 5)
“In my opinion, the delivery time has become shorter. I think
brands want consumers to have a better experience so they
will buy again. When we receive a purchase in 2-3 working
days, we are already thinking about the next purchase.” (FG
13)
“With the pandemic, I definitely started spending more
Consumers
money on online shopping. I use to spend my free time
have more free
browsing fashion websites and always ended up making
time
purchases that I had not previously intended.” (I 15)
Consumer "It is getting easier and easier, and it is very convenient since
perceptions you do not have to move to the store. (…) Now with the
have changed pandemic, everything has become faster and simpler. I think

68
 towards online people, little by little, will start online shopping a lot more."
shopping (I 8)
"During the pandemic, the physical stores were closed, so I
had to adapt and only shop online. The convenience of not
going to the store and not having to try everything (...) and
exchanging the products I do not like; is the best thing about
online shopping. Definitely, being confined has led me to
shop more without thinking." (FG11)
"Being confined is terrible. I think we do a lot more shopping
online because firstly the stores are not open and secondly
because I think it is already an accessible and easy process
for all consumers." (FG 24)

Table 4: Impact of COVID-19 on online impulsive buying behavior

Source: Author

Stress and fear were mentioned many times in the interviews and focus

groups regarding the COVID-19 pandemic. To mitigate these feelings, some

people mentioned that online shopping was an escape from what they were

experiencing with the pandemic. As can be seen in this statement from a

consumer: "Buying fashion products online is always something that makes a

person happy. There is always that feeling of novelty and wanting to try it out

right when we receive the product"(FG 3).

During the difficult times of the pandemic, all the participants in this study

did not lose their jobs, nor were they on lay-off. Consequently, this situation

generated more disposable income because they did not have as many expenses,

69
such as eating out or fuel, and admitted that they dedicated more of their income

to online fashion shopping as an escape from the quarantine.

Consumers' perception of online and the delivery times have also suffered

some changes with the pandemic. Consumers in the study said that they are

becoming much more comfortable with technologies and prefer online over

physical, even after the stores open. Consumers admitted that it is more intuitive

and that not leaving the house is one of the best advantages. One consumer said:

"I now find online shopping much easier, of course, I had to adapt, but I am

beginning to be surrendered to the ease of the online process" (I 13).

Consumers referred that they have noticed differences between before

and during the pandemic regarding delivery times. As we can demonstrate

through these statements from online consumers: "Just as we have had to adapt

to online, companies have also adapted. In a way, they have to meet our needs,

and they started to worry more about delivery times." (I 6); "I do not think it is

just an illusion of reality. I think companies have somehow managed to reduce

delivery times. (…) It is made me buy more products and more regularly" (FG

12).

The pandemic brought many changes, not only to Portuguese consumers

but to consumers all over the world. The COVID-19 pandemic has increasingly

affected the lives of consumers around the world. Online shopping is no

70
exception; in the interviews and focus groups developed, it was frequently

mentioned that quarantine was a driver for making impulsive purchases online

in the fashion industry.

3.2 Marketing Stimuli

The second research question aims to understand which marketing

stimuli affect the consumer's impulsive behavior online. Throughout the

literature, two stimuli were highlighted: sales promotion and website stimuli. It

is possible, from this consumer statement, to conclude that sales promotion is

one element that can trigger impulsive buying: “An impulsive purchase is a

matter of minutes, so when we are faced with discounts and coupons, we think

less about the purchase decision” (I 15).

There are several online sales promotion strategies used by companies

online in the fashion industry. During the focus groups, nine sales promotion

strategies were discussed. The consumers were asked to choose two of nine

strategies that they considered to have the most influence on their spontaneous

online fashion purchases. Graph 4 represents a synthesis of all the responses

given by consumers, taking into account the nine sales promotion strategies

presented.

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 Graph 4: Sales Promotions Strategies – Results from FG

Source: Author

It can be concluded from Graph 4 that the sale promotion that most

influences consumers to make an impulse purchase online is the price reduction.

As we can explain through this statement from online consumers: "Price

reduction is definitely the one that gets me to make spontaneous purchases the

most. I think we are already so used to these reductions that it goes unnoticed,

and we end up going with the flow when we do not even measure all the aspects

involved" (I 4).

As any consumer did not consider the strategy unknown products in the

domestic market as relevant for their impulsive behavior, in Table 5, there are

only eight strategies mentioned by consumers, supported by transcripts of the

interviews and focus group.

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 The impact of sales promotion on online impulsive buying behavior

Themes Empirical Excerpts

“Usually when a new product is released everyone wants to buy it,
Promotions for
and if it is on discount of course people will buy it without much
newly launched
thought. Many times it is because of the status of having that
products
product, but it is a very appealing strategy.” (FG 14)
“It is usually an illusion, we think we are saving money (…), but in
the end, we turn out paying the same. But even so, I think it is a
good opportunity, and I end up being taken in by the attractive
Buy one, get one
price.” (FG 16)
free
“It influences me to buy impulsively because it is a 50% discount.
By thinking like that, I will obviously buy more pieces to get the
second one free.” (FG 24)
“In this kind of strategy, our psychology speaks louder and gets
the better of us. We are almost coerced to buy the product because
in x amount of time it will no longer be available.” (I 11)
“Time-limited sales have a big influence on my purchases (...),
Time-limited especially during sales when we enter a site and it says that it is
sales only available for x more hours because I ended up buying.” (FG
20)
“No doubt we buy products on impulse (...) we eventually give in
to the "pressure" and buy because we do not want to miss that
opportunity.” (FG 21)
“When the sales start, fashion brands usually use this strategy a
lot, and they end up "winning" me over because I can not resist
seeing that there are only five pieces left available and not buying."
Group-buying
(FG 8)
promotional
“In a spontaneous purchase, when a person sees a product and
strategies
likes it and then there are only two pieces available (...) they feel
the pressure of having to buy at the moment because then they
will not have the opportunity.” (FG 3)

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 “For me, it is one of the strategies that make me buy more
impulsively (...) I make the purchase almost unconsciously
because I do not want to miss the opportunity.” (FG 13)
Limited product “By being aware that there are few products and that the last ones
quantities for are on discount, it will stimulate my interest, and I am going to
sale purchase the product.” (FG 19)
"They are widely used in fashion and encourage a person to buy
without needing it and without much thought." (I 12)
"We are confronted with price reductions daily, so of course in
whatever context [fashion, food], it is going to encourage us to buy
Price reductions
impulsively." (FG 12)
"I think it is the most common strategy used in the fashion world.
The fact that it has a discount right away is already attractive in
my eyes." (FG 14)
“When I get bonuses after my purchase, it makes me start
Bonus reward thinking about what I am going to buy next, and obviously that
will encourage my impulsive buying.” (FG 4)
“There are websites where depending on the total amount of
Gifts with your purchase, they give you a gift (…) it is a clever strategy
purchase because it ends up making me buy more products to reach that
amount, just to receive the gift.” (FG 1)

Table 5: Impact of sales promotion on online impulsive buying behavior

Source: Author

Finally, when asked about discounts, promotions, and coupons in online

stores, many people said that they are significantly influenced when it comes to

these strategies and end up triggering impulsive behavior. As it becomes clear in

these responses from consumers: “I think we all like promotions, even if

sometimes the discount is not great, people like the illusion that they are saving

74
money.” (I 3); “Sometimes we buy certain items without being interested, just

because they are on sale” (FG23).

In the online context, only two of the five human senses are captured:

vision and hearing. Therefore, websites must be appealing to influence

consumers to buy on impulse. To better understand the impact that website

stimuli have on Portuguese consumers, table 6 describes the main themes

mentioned in the interviews and focus group, supported by consumers

statements.

The impact of website stimuli on online impulsive buying behavior

Themes Empirical Excerpts

"The more difficult it is to navigate, the sooner I give up buying. We
live in a world where there are too many fashion website offers
Simple
available for the processes to be complicated." (I 11)
navigability
"When I enter a website, I expect everything to be explicit; it is much
easier to make the purchase. The simpler, the better." (FG 15)
"As an online shopper, if I have to go around a lot, go through many
pages and subsections, I give up. I might even have interest in the
product, but it is not worth the time lost in navigation." (I 5)
“When I enter a website, I like that it does not have many barriers.
Quick
The faster, the better, and consequently it stimulates the impulsive
purchase
consumer in me because as the process is fast, there is no time to
process
think about decisions.” (I 16)
"If the purchase is not fast, and I have to enter a lot of data (...) that is,
if they put many restrictions and the navigation is not good, I give up
the purchase." (FG 23)
Free “When there are shipping costs, my purchases are more thought out
shipping so that I can manage not to pay the costs.” (I 13)

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 “Since I do not want to pay the shipping, I buy some more product,
even if I do not need it, to reach the free shipping value.” (FG 7)
"When it comes to fashion, often the problems are "Will the size fit
me?" or " How do I return it?". If a website is well structured to answer
these questions, I am going to feel more comfortable buying products."
Accessible (I 7)
and detailed “Having the necessary information for the user to achieve a good
information experience is a plus in online shopping.” (FG 11)
“One aspect that I find important when shopping online is product
descriptions. Since I cannot try on or touch the product, it is essential
that the product has a complete and detailed description.” (FG 23)
"Given the diversity of websites that exist today, being easy to use and
intuitive is crucial. It will capture my attention, and in a way, I will
make more purchases because I am already engaged in the website."
(I 12)
Intuitive "Even how websites are organized, the more intuitive it is and the
online easier it is to navigate, I end up spending more time browsing and the
process more easily the purchase happens." (FG 7)
"A website needs to be intuitive and simple. These two characteristics
are connected so that the shopping experience is effective and good,
and that leads us to spend more time on a website and consequently
to make purchases that were not initially planned." (FG 13)
"Now, in general, all payment methods are starting to be more secure
and convey more confidence to the user to buy the products. So if I feel
safe on that website, I will spend more time and end up buying more
Secure impulsively." (I 2)
payment "There are few methods that I trust, so it is always quite important for
method me to feel secure when I am purchasing because it will give me the
confidence to continue the process." (I 3)
“There are few methods that I trust, so it is always quite important for
me to feel safe when I am making a purchase. It will give me more

76
 confidence to continue the process and build loyalty with the website.”
(I 7)
"I started late to shop online, precisely because of that (...) I always had
some fear about my personal and bank details being accessed. I think
that nowadays, transactions already have other securities that protect
us and that did not exist before." (I 14)
"Transaction security is, at least for me, a determining factor for
buying online, or at least the perception of security that we have,
which sometimes does not correspond to what is true." (FG 7)
"I will not buy from a website where I do not feel safe. On the other
hand, if I feel safe, I will shop much more comfortably, and possibly I
will make other purchases that were not planned." (FG 19)
“The first impact is significant for the user to have interest in
continuing the purchase. For me, a website has to be simple and well-
organized. From there, how I will feel more relaxed, and it will spark
Well
other interests in me.” (I 1)
organized
"A website to grab me has to be engaging and well organized. I end up
spending more time browsing and consequently end up making
purchases that were not in my plans." (I 16)
“I think the choice of colors is important, (…) the colors that they
Coherence choose for a website have to match the overall brand concept.” (I 9)
between the "I do not know if it is because I have already studied this topic, but for
color palette me, the colors greatly influence my experience on a website and
and the consequently my purchasing decisions." (FG 2)
website “If the website is very 'poor' and not attractive, like with too many
purpose colors and not simple, I am not interested in continuing the purchase.
(FG 14)
“Quality photos are a must when buying clothes online. This way we
can see the product in detail and know what to count on." (I 2)
"For me, it is quite important that the photos are good and that they
Good
capture the actual product. There are stores that have started to
pictures
implement video products or 360° view, and I think that through these
technologies, the brand gives confidence to consumers and makes
them buy more." (I 6)

77
 "I like those websites that allow us to have closer contact with the
piece I want to buy; I think this is the main thing and what all users, in
general, are looking for. And consequently, I will stay longer on the
website, and it will boost my purchases." (FG 16)

Table 6: Impact of website stimuli on online impulsive buying behavior

Source: Author

All themes mentioned in Table 6 will provide the consumer with a better

online shopping experience and consequently trigger impulsive buying behavior.

The security of online shopping transactions is an element that still promotes

much fear and uncertainty in consumers. Although there are several payment

methods nowadays, sometimes the lack of website security and trust makes

consumers give up the purchase. Transaction security was the most mentioned

element in the interviews and focus group, stating that security is a decisive

element in making impulsive purchases. As stated by two consumers: "As much

as I consider the other features very significant, without security, I would not

even consider moving forward." (I 5); "In my opinion, are characteristics are

equally important, (...) but transaction security, because it will decide if I buy or

not from that website" (FG 5).

A good layout is an element that can influence the impulsive purchases of

consumers. There are some elements related to the visual aspect of the website

that are unanimous among consumers. A website to be well designed needs to

be simple, not have too many ads, and the colors need to be consistent with the

78
brand, and product images need to be explicit, as well as and product

descriptions. As we can demonstrate through this consumer statement: "The

website's general appearance is the first impact we have that demonstrates the

brand image. If I do not like it and it does not captivate me visually, it is logical

that I will not continue my purchase on that website because it does not captivate

me to buy anything" (I 4).

All the characteristics mentioned by consumers assume different

importance taking into account their needs and consumption patterns. However,

according to all the consumers, the most important in the purchase decision is

the transaction security. Without this security, consumers assume that the

purchase is at risk of being made.

3.3 Product Characteristics

The third and final research question aims to understand what

characteristics of a fashion product leads consumers to impulsive buying, as well

as to understand the influence that product price has on online shoppers'

impulsive behaviors. Consumer preferences often change according to the

characteristics of each product, both when buying online and when buying in a

physical store. Most of the respondents in the interviews and focus groups

mentioned that product categories and prices are decisive elements in their

79
purchase, significantly influencing their impulsive online behavior in the fashion

industry.

For a better understanding of the influence that product category has on

online impulse buying, in Table 7, are the most mentioned themes in the

interviews and focus group, supported by consumer transcripts.

The impact of product category on online impulsive buying behavior

Themes Empirical Excerpts

“I value the versatility that the product can have. If I do not use it
in one situation, I can always use it in another. I know that my
Product
purchase, although impulsive, was the best one.” (I 9)
Versatility
“It is always a plus to buy clothes that are versatile and that we
will end up wearing in one way or another.” (I 15)
“Quality combined with price is quite important in my purchase.
I may be buying impulsively, but I know I am getting a quality
Quality -
product that will last.” (I 10)
price
“Quality-price is important. There has to be a balance between
relation
the two factors so that I can buy a product that is long-lasting, but
at the same time with quality and at a price I can afford.” (I 13)
“I will buy hedonic products more spontaneously than the
everyday products I am used to seeing because I know that I will
Luxury have other opportunities to buy it.” (I 1)
fashion “I think the tendency for men of my generation is to look for good
products brands with more quality. I think it is easier to make an impulsive
purchase of a more expensive product with quality than a basic
product that we are used to seeing all the time.” (FG 20)

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 “I usually go to the same brands to shop, so I already know the
Brand
pieces that look good on me and the ones that are more risky to
loyalty
buy.” (I 1)
“They end up having a greater utility, and we always need basic
products. (...) Even if it is not a necessity, when I see something
with a low price, and I like it, I will end up buying it because I
Basic think 'it is only €5'.” (I 6)
fashion “Just because a more basic piece gives me the versatility I look for
products on a daily basis.” (I 9)
“When I make impulsive purchases, I do not usually plan
anything, but I end up paying more attention to the money I
spend considering my income.” (FG 4)
“Clothing. It is the category I use the most, and I think that is
general. We always need clothes in our daily lives, so we end up
being more impulsive in buying these products.” (I 6)
“I buy clothing more impulsively. These are the products I use the
most, and the fact that fashion is always changing is a factor for
Fashion
buying more regularly.” (I 16)
product
“I buy more spontaneously accessories (...) for the ease of use, and
category
it is something that can never be too much.” (FG 7)
preferred
“No doubts, bags. It is a category that is easy to choose by
by
technical characteristics (...) product description is also
consumers
fundamental.” (FG 3)
“Accessories. You can always combine it with everything, and
since I find cheap pieces, I am more impulsive in these purchases.
And you cannot go wrong when choosing an accessory.” (FG 15)

Table 7: Impact of product category on online impulsive buying behavior

Source: Author

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 In the present study, opinions were somewhat divided, but people

admitted that they spontaneously buy more basic products, which they are used

to seeing every day (n=24), than hedonic products (n=16). Some consumers

claim that they buy hedonic products more impulsively: "A basic product I do not

buy so spontaneously because I know I will always have good opportunities." (I

3). Basic products are the most chosen for several reasons: more affordable

prices, the versatility of the product, and the quality-price relation. As one

consumer stated, "These are products that are basic in our daily lives, and so we

are more likely to buy them more impulsively." (FG 2)

When it comes to the type of product consumers buy most impulsively,

clothing was the most mentioned. This is because it is a product that people use

every day, so even if consumers do not need clothes, they buy them because they

will use them eventually.

From all the fashion product categories (apparel, footwear, bags, and

accessories), footwear was the least chosen category when it comes to online

impulse purchases. As we can confirm through these two statements, consumers

are still a bit reticent to buy footwear because they have to try them on: "I have

never bought footwear online (...) I do not feel comfortable buying if I do not try

them on first." (I 1); "Footwear I do not buy because I always like to try them on,

to feel how the shoe fits my foot (...) it is always a risky thing and I prefer to play

it safe" (I 14).

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 Price is also one of the elements that can influence consumers' impulsive

purchases. Many consumers in the interviews and focus groups say that they

have been impulsive just because the price was attractive. Taking into account

product price, Table 8 represents the different perspectives of consumers,

organized in themes, and how this element might influence impulse buying

behaviour online.

The impact of product price on online impulsive buying behavior

Themes Empirical Excerpts

“When I buy impulsively, incredibly, I end up buying
products with a higher price. I see them as a good
opportunity, and I end up buying them.” (I 2)
“The price has some weight here. I usually buy cheaper
products, so I will not feel 'guilty' buying an unplanned
product.” (I 9)
“If I spend much money on a single product, I end up
planning and researching more about the product, because I
Products price have to spend more money, and it is risky to buy something
range expensive on impulsive.” (I 13)
“A lower price already makes me feel a perception of a need
for that product, even if it does not correspond to the real
need.” (FG 7)
“In my case, the cheaper products are more appealing and
attractive to me, mainly because afterward there is no regret
if the purchase does not go well.” (FG 24)
“I think it depends a lot on the fashion product. In my case, I
think I am more impulsive in products with a higher price,

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 (...) I see them as an opportunity at that moment, and since I
know I will use the product, I end up investing a little more
money.” (FG 14)
“I am very influenced by promotions, and I end up buying
expensive products that get cheaper. Sometimes they are
just illusions because they only have a discount of 20€, but
on an expensive product, it is always good. I end up
Price discounts combining price and quality.” (I 13)
“I do not care much about price in general. When I like the
product, I buy it. But if I see that the product is on discount
and I do not need it, I will fall into temptation and buy it.”
(FG 11)
“The income gives purchasing power and therefore
influences my behavior concerning impulsive purchases.” (I
4)
“Price is an important factor but coupled with my disposable
income. When I am making an impulsive purchase, I am
Available
aware that it will impact my income, so I have to measure all
Income
the factors.” (I 7)
“Since most people my age do not have their own income, in
a way, they worry more about that when they make a
purchase. Price matters, but I make the purchase based on
my income.” (FG 17)

Table 8: Impact of product price on online impulsive buying behavior

Source: Author

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 When buying fashion products impulsively, consumers choose to buy

products at a lower price compared to high-priced products. There are some

reasons why they tend to buy low-priced products: less risk of purchase and less

regret after the purchase. As can be seen in these declarations from two

consumers: “When the price is lower, the risk in the purchase is lower too, and I

still get a product that I like, with no regrets.” (I 8); "The low price makes me feel

that there is no great risk in the purchase and feeling of 'guilt' after the purchase

is made” (FG 2).

As already mentioned, discounts are a significant driver of impulsive

purchases. Consumers state that it creates an illusion that they need the product

just because it is on promotion, as we can confirm with this consumer statement:

"When a product is on promotion, I buy it and do not weigh other factors" (I 3).

Disposable income is also considered when we talk about the price of

products. Although we are talking about impulsive purchases, consumers must

weigh these two elements: price and disposable income.

85
86
 4. DISCUSSION

Consumer purchasing behavior is a topic that has been gaining

importance, particularly concerning impulsive purchases, and more recently,

impulsive purchases in the online context. Understanding what influences

impulsive buying can be an essential way to create strategies so that consumers

purchase new and different products. However, it can also be important for

protecting consumers from making impulsive purchases. Consumers having

access to information about the practices that companies use to trigger them to

impulsive purchases will be less vulnerable to such strategies, so the consumer

will have sufficient skills to mitigate the adverse consequences of impulsive

buying.

The impulsive buying literature has been widely explored, and there have

been several studies investigating the different elements influencing this type of

purchase. The present study aimed to analyze different elements influencing

impulsive buying online, in the fashion industry, by addressing three research

questions. It was intended to analyze how the COVID-19, the marketing stimuli,

and the product characteristics have an influence on the impulsive online

behavior of consumers.

In Floh & Madlberger's (2013) study, they found that there is an

increasing trend toward more impulsive and unplanned purchases. Although

this is not a new finding, from the interviews and focus groups, we were also able

87
to conclude that consumers in this study have an increasing tendency to buy

products or services that before entering the website were not yet planned.

Consumers state that they have made more than two impulsive purchases in the

last year in the fashion industry. Notwithstanding, some consumers admitted

that the number of impulsive purchases they have made during the past year had

increased significantly, reaching more than 20 impulsive purchases a year.

The online shopping done by consumers in the past 12 months was also

reported by most respondents as impulsive. Most decisions were made during

the online shopping purchase and were therefore not previously planned. These

types of impulsive purchases are classified by Stern (1962) as planned impulsive

purchases. In other words, consumers mentioned that when they enter a

website, they already have a general idea of what they want to buy. However,

besides these products, they end up being influenced by other strategies, such as

prices, promotions, and offers, and end up buying products that they had not

previously planned.

Shopping does not always occur in a planned way. Sometimes the buying

interest is triggered suddenly and mostly associated with a strong desire and

feelings of pleasure and excitement. Furthermore, regarding consumers' impulse

buying tendencies, many reported that they had no intention of shopping

previously. Respondents find it exciting and fun to shop spontaneously and

unplanned because they satisfy a desire they already had without thinking about

88
anything else. Attractive discounts can lead to impulsive buying behavior. Some

researchers believe that promotional campaigns or sales product strategies that

express materialistic or hedonic values are likely to generate impulsive

purchases (Santini, Ladeira, Vieira, Araujo, & Sampaio, 2018). This study agrees

with (Santini et al., 2018) research, the realization of the purchase brings

hedonic benefits, that is, moments of entertainment and increased consumer

self-esteem. In this way, consumers will buy more impulsively in order to achieve

these satisfaction goals.

Trying to understand what influences people to make impulsive

purchases is not easy. Therefore, in Table 9 are represented the general and

specific motivations that influence the impulsive buying consumer. Found 11

specific motivations for impulsive buying behavior, it is possible to identify that

some have greater relevance than others, taking into account the consumers'

opinion.

General motivations Specific motivations

Consumers' perception towards

1. Crisis Situation: COVID-19 online shopping

Consumers are more stressed

Role of emotions in sales

promotion
2. Marketing
Sales Promotion Most influential sales
Stimuli
promotion strategies for
consumers

89
 Functional aspects (navigability
Website
and transaction security)
Characteristics
Visual aspects (website design)
Fashion product categories
Product Category Hedonic and functional
3. Product
products
Characteristics
Low and high price
Product Price
Available income

Table 9: General and specific motivations that influence online impulsive buying

Source: Author

1. Crisis Situation: COVID-19

- Consumers' perception towards online shopping

The Portuguese respondents spend more time online, and their behaviors

and habits have changed, as can be seen by the answers we got from interviews

and focus groups. The pandemic has also brought some advantages, such as the

growth of online shopping. Nowhere else has extraordinary and unexpected

growth in the digital and e-commerce sectors, which have surged during the

COVID-19 crisis, and this development was inevitable (Harahap et al., 2021).

During the pandemic, most respondents now shop online more frequently and

trust more on the Internet to buy services/goods, and consequently, they make

more impulsive purchases.

90
 The COVID-19 pandemic is a wake-up call for Portuguese companies to

make the transition from the offline world to the online world(Harahap et al.,

2021). Companies had to adapt and adjust their marketing strategies by going

online to sell their products (Harahap et al., 2021). In the results obtained in this

study, it can be seen that this shift to digital has triggered much impulsive

behavior. Consumers' perception of online now is better than before the

beginning of the COVID-19 pandemic. Consumers admit that the online process

is more straightforward, accessible, and more intuitive, and, as a result, they have

a better online experience.

Consumers mentioned that the fact that we have access to the Internet

through various digital devices (smartphone, tablet, computer, notebook)

already makes the process faster and more intuitive because it allows us to

purchase from anywhere globally at any time. The ease of purchase is also due

to the diversity of fashion websites that consumers find with just one click, and

it is much easier to shop for prices, products, and brands.

The convenience and practicality of buying and receiving the product at

home is another element that respondents have found during the pandemic.

Some consumers claim delivery times are faster nowadays. Respondents state

that they receive their orders right away and are already thinking about making

more purchases. According to Jeffrey and Hodge (2007), easy access to products,

easy purchase process, and no effort in delivery may increase impulsive

purchases during the online experience.

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 - Consumers are more stressed because of the pandemic

Consumers reported that another element that leads them to buy more

impulsively with the beginning of COVID-19 was stress. Consumers refer that

stress can be caused by various reasons derived from the current world

pandemic situation. The first is because consumers were "obliged" to stay at

home in order to stop the spread of the virus. There has never been a

considerable quarantine of millions of people simultaneously, and this will relate

to a negative side for the mental health strength of consumers (Afonso, 2020).

The second reason is the constant warnings about the dangers at this stage, such

as stay home, wash your hands, save your loved ones, and save health

professionals (Naeem, 2020), which leads them to trigger unusual behaviors.

Although this is not the goal of health organizations, respondents confess that

they tend to buy more impulsively in order to forget other concerns.

These two reasons influence consumers' impulsive to buy. Some

mentioned that to forget a little bit of the "prison" they are in (having to fulfill the

isolation), they take refuge in online shopping to feel happy and satisfied. Many

questions may be raised in this period, and it will definitely take many years to

understand the actual effect of the pandemic on consumers' mental health

(Afonso, 2020). These results found are in line with what many authors have

concluded in their studies (Baumeister, 2002; Evanschitzky et al., 2014; Robbins

& Judge, 2017). Stress influences consumers' impulsive purchases. Consumers

have online shopping as a way to relieve stress and some negative moods, as a

92
way to forget about problems. With the results obtained, we find that online

shopping as a form of stress relief will positively affect impulse buying.

2. Marketing Stimuli

3.1 Sales promotion strategies

- Role of emotions in sales promotion

Looking at the main results, we find a significant influence of sales

promotions on the tendency to buy on impulse. The sales promotion presents an

incentive to buy (Kotler & Keller, 2016). It is noteworthy that in this study, all

consumers interviewed admitted that they had already purchased a product just

because it was a good deal (promotion, sales, or coupons). This behavior occurs

because respondents state that they do not want to miss an opportunity to buy

something at a lower price.

Sales promotions are believed to give the consumer more freedom to

make a purchase (Amara & Kchaou, 2014). This is because it conveys a greater

sense of purchasing power that will bring more economic openness to purchase

a product for a lower price, increasing cost-effectiveness (Amara & Kchaou,

2014). In this study, the discount plays a rational and emotional role in the

purchase since it allows the consumer to rationalize the desire and minimize the

financial and purchase risk, which will trigger impulsive behavior. The results go

along with Amara and Kchaou (2014), that is, the sales promotion or the

perception of a low price can induce an impulsive buying decision.

93
 There is an important role of emotions, especially positive emotions, in

impulsive buying. Consumers confessed that by making an impulsive purchase,

they feel happy and fulfilled. So, impulsive buying is linked with consumers'

emotions and turns out to be more emotional than rational. These results verify

those found by Masouleh et al. (2012) and Mattila and Enz (2002), who stated

that consumers' positive emotions influence impulsive buying of fashion

products.

- Most influential sales promotion strategies for consumers

The sales promotion strategies were identified as motivational elements

to generate impulsive buying online, creating utilitarian or hedonic benefits for

consumers (Lo et al., 2016). Attractive discounts can also prompt impulsive

buying processes. Considering this study and other studies already done

(Chandon et al., 2000; Lo et al., 2016), we state that price reduction, buy one, get

one free, time-limited sales, among other promotional strategies, are likely to

generate impulsive purchases in consumers.

The most frequently mentioned strategy by consumers was price

reductions. This is a sale promotion with low hedonic benefits but high

utilitarian benefits. According to the respondents, this strategy influences

consumers' online impulsive purchases only through monetary savings.  Time-

limited sales, group-buying promotional strategies, and buy one, get on free were

the following most mentioned strategies. These strategies are considered

94
elements of motivation, and consumers are more influenced by them because

they are saving money, and at the same time, the products will give some

entertainment to the consumer. None of the consumers chose the unknown

products in the domestic market strategy. Its effects on consumers' online

impulsive buying were weaker than those of other sales promotion stimuli. This

sale promotion strategy does not bring any monetary benefits. Respondents say

that when they buy a product impulsively, it is because of the discount and the

low price it has, so by buying a product with this strategy, they will do the

opposite. Consumers are not saving money by buying these products, they are

just paying for products’ entertainment.

Although the impacts that sales promotion stimuli have on impulsive

online buying depend on their benefits, they are still categorized as the primary

motivators. From this, we can assume that strategies with high hedonic and

utilitarian benefits can effectively stimulate consumers' online impulsive buying

(Figure 9). In general, it can be concluded that sales promotions significantly

influence the achievement of impulsive buying, which confirms the statements

of several authors about the effect that this element has on increasing impulsive

buying (Chandon et al., 2000; Dawson & Kim, 2010; Lo et al., 2016).

95
 Figure 9: Benefit matrix of sales promotions strategies - Discussion

Source: Adapted from Chandon et al. (2000); Lo et al. (2016)

3.2 Website characteristics

- Functional website aspects

The three website elements (navigability, transaction security, and

design) mentioned in this study are all considered necessary to have an excellent

online experience. As for the website stimuli that consumers like the most, they

seem to be more related to the functional aspects of the online store, highlighting

the fact that websites allow being secure, reliable, easy to access information,

and well organized. This study corroborates with Moez and Gharbi (2013) and

Wu and Hsu (2014) since the online store design and its easy navigation impact

consumer satisfaction and attitudes towards impulsive buying.

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 Consumers consider transaction security, a high task-relevant feature, as

an important element for online stores. It facilitates and simplifies

the consumer's experience with the website, and consequently, consumers are

influenced to make impulsive decisions because they trust the website. This

study is in agreement with Lo et al. (2016) study, the free shipping element is

more likely to trigger impulsive behaviors online at the end of the purchase

process, that is, the transaction stage. However, the element of multiple payment

methods also carries significant weight for consumers when shopping online.

Consumers admit that they are already familiar with specific payment methods

and that if they do not have that option, they will consider not continuing their

purchase.

Consumers also mentioned that buying a product online and paying

online until a few years ago was a process that brought a lot of fear. This is

because respondents are afraid that their personal and banking data will be

hacked and misused. Nowadays, consumers admitted that the online process is

easy and convenient for them. However, in this study, it is possible to confirm

that as payment methods may vary from one place to another, it is still an

element that raises some doubts and mistrust, especially in past generations.

These consumers confessed that they have become loyal to one payment method

(ATM reference was the most mentioned method).

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 - Visual website aspects

As for the visual aspects of the online store, the most appealing to

consumers are quality photos, colors consistent with the brand, and a simple and

attractive layout. Consumers also added that the failure of good visual design

could lead them to dissatisfaction and damage the image of an online store.

The results obtained in this study are in line with those found in Liang and

Lai's (2002) study. Consumers have a better experience with online shopping if

the website is well designed and offers highly desirable features. Respondents

said they feel more engaged if a website, overall, has a good design, such as

quality photos that show the product in detail, videos, and color palette. By

providing all these features, the website will captivate the consumer to spend

more time browsing and consequently make more impulsive e purchases (Liang

& Lai, 2002).

3. Product characteristics

3.1 Product category

- Fashion product categories

Just as many elements can influence online impulsive consumer behavior,

product characteristics are another important element that should be analyzed

(Dai et al., 2014; Levin, Levin, & Weller, 2005; Mallapragada et al., 2016). Product

characteristics and value influence consumers to make spontaneous purchases

98
(Levin et al., 2005). Product characteristics can be divided into product category

and product prices (Chavosh et al., 2011; Ling & Yazdanifard, 2015).

When we talk about the fashion industry, we include apparel, footwear,

and bags & accessories (Statista Research Department, 2020b). Many studies

concluded that apparel was the most purchased fashion category online

(Eurostat, 2019; Marketing Charts, 2018; Sarah et al., 2020). Based on the results

from interviews and focus groups, this study can conclude that the fashion

category that consumers tend to buy most impulsively is apparel. This

is because consumers are more comfortable buying this category.

The respondents mentioned several reasons why clothing is the product

category in the fashion world that consumers buy the most. The first is the

necessity. After all, these are products that respondents use daily and can never

have too much of one piece or another. Therefore, consumers state that they end

up buying apparel even if they do not need it. The second one is the amount of

choice that consumers find online. The third and last reason that consumers

mentioned was the sizes of the products. Since online there is no possibility to

touch and try on, there is always that fear of buying something that does not fit.

However, consumers assumed that they have this concern when buying shoes,

but this concern tends to disappear when buying apparel.

99
 - Hedonic and functional products

In the literature, there are two types of product categories: hedonic and

functional products (Chavosh et al., 2011; Ling & Yazdanifard, 2015; Tinne,

2010). Ling and Yazdanifard's (2015) study concluded that consumers are more

impulsive when purchasing hedonic luxuries because of the symbolic meaning

they deliver.

However, this study found that consumers tend to be more impulsive

when purchasing functional products. Functional products are mainly due to the

price factor because, in general, functional products are cheaper. Consumers say

that when they spontaneously buy a product, they opt for the functional ones

because the purchase risk is lower than buying a hedonic product.

3.2 Product price

- Low and high price products

Product prices are considered one of the external elements that most

influence the impulsive behavior of consumers, whether online or in a physical

store (Karbasivar & Yarahmadi, 2011). Price, according to consumers, is an

important and decisive factor in all fashion categories (clothing, footwear, bags,

and accessories). Consumers state that price is one of the main elements

they consider when making an online purchase. Ling and Yazdanifard (2015)

100
and Tinne (2010) found that consumers often prefer products with a lower price

when buying impulsively. In this present study, the pattern remains the same.

- Available income

One element mentioned several times by respondents, which is linked to

product price, is consumers' disposable income. It is evident that the availability

of financial resources can affect consumers’ impulsive online purchasing (Hu,

Chen, & Davidson, 2019; Leela & Reddy, 2015; Sumetha & Vasanthi, 2016). In

Sumetha and Vasanthi's (2016) study, they conclude that disposable income

traces the consumption patterns of consumers. Considering the interviews and

focus groups, consumers with a regular income give more value to promotions

and new and innovative products. On the other hand, respondents with a higher

disposable income are equally considerate to the price of products but say that

they are not as influenced by these strategies.

The results found in this study corroborate those that Leela and Reddy

(2015) found. There is a significant relationship between consumers' product

price, disposable income, and impulsive buying. Consumers are more sensitive

to price variables, such as low-cost products and discount offers.

101
102
 5. CONCLUSION

Considering that impulsive buying is a frequently occurring phenomenon,

the main objective outlined for this research was to analyze the influence of some

elements on impulsive online buying. After analyzing the data, it is possible to

conclude that online shopping is increasingly growing. It is also possible to

conclude that respondents buy more impulsively fashion products. Several

reasons lead consumers to buy impulsively. This study focuses on three external

stimuli: COVID-19 pandemic, marketing stimuli, and product characteristics.

Additionally, based on the data analyzed, the fact that the shopping process is

easier and more intuitive for consumers and the fact that they do not have to

leave their homes are elements that influence consumers to buy more

impulsively.

The elements studied of impulsive online buying are influential and have

substantial power in the consumers' moment of purchase. Given the results

found, it can be concluded that the COVID-19 pandemic influences consumers'

impulsive online behavior. The fact that the consumer has to be at home and is

deprived of some essentials in daily life, like go to work, or going for a walk,

triggers impulsive behavior. As a result, respondents end up having more free

time and occupy it with online shopping. They also mentioned that it is a solution

to forget a little about the global situation we all go through.

103
 Thus, the existence of marketing stimuli such as promotions and

attributes of online shops were considered by consumers as influential elements

in making an impulsive purchase. Consumers can hardly resist a good sales

promotion, and even if they do not need the product, they end up buying it

because respondents do not want to miss the opportunity. As far as online shop

attributes are concerned, consumers refer that they give more importance to

functional aspects: navigability and transaction security, than visual aspects. The

website element that most influences consumers when buying online is

transaction security.

Finally, it can also be concluded that product characteristics influence

consumers' impulsive behavior. As far as the product category is concerned,

although there were several doubts and divergent opinions, respondents buy

functional fashion products more impulsively due to their characteristics and

functionalities. They also add that they buy more spontaneously hedonic

products but in the technology industry and not in the fashion world.

Concerning product price, consumers claim that it is one of the main

elements that most influence impulsive purchases. Before all the other elements,

respondents pay attention to the price. When buying impulsively, they prefer

products with a lower price because the risk of purchase is lower, and if

something goes wrong with the purchase, the regret is not so significant. In

104
addition, consumers say that when they buy higher-priced products, they always

previously plan, as expensive products require a greater investment.

The findings of this research have greater relevance for fashion retailers

since it is one of the most impulsive-purchased product categories. Finally, it is

expected that marketing professionals will find in the results and conclusions of

this study a set of references that will allow them to define new commercials,

advertisements, and strategies.

Research contributions

The overall purpose of this dissertation was to better understand

impulsive buying behavior to have practical contributions at the management

level, namely at the marketing level. Understanding the elements of impulsive

online buying is crucial for companies to achieve their goals.

This research deepens the knowledge about COVID-19, marketing stimuli,

and product characteristics as preponderant online impulsive buying behavior

elements. Regarding elements, it is now possible to analyze which specific ones

have the most significant influence on impulsive online buying. As far as COVID-

19 is concerned, there are strategies for an easy purchasing process and home

delivery. Regarding marketing stimuli, sales promotions are one of the elements

that most influence consumers to buy impulsively, so management should focus

on these strategies. About website stimuli, functional features, such as

transaction security and navigability, are the most influential, so companies

105
should address them together or with interspersed actions. Finally, regarding

product characteristics, functional products are the most chosen by consumers

when making an impulsive purchase, and these are usually of a lower price.

In the study, the influence of some stimuli on purchase was verified, and

it was found that there is a general tendency to make impulse purchases online.

This general trend is essential for companies, as it allows them to confirm the

acceptance of their current strategies for purchase stimuli while also acting as an

input for the development of new stimuli.

The development of different stimuli represents different investments, so

it is important to ensure the most effective strategies and stimuli. In this sense,

the study's findings will be helpful to companies seeking to develop more

appropriate and effective stimuli and that, consequently, will generate higher

levels of impulsive buying, particularly in the online context.

Through the results obtained, the present research brings contributions

both at the academic level and at the business level, more precisely for

marketing. As for the academic contribution, this research sought to broaden the

spectrum of the impulsive buying discussion by including a recent influencing

factor - COVID-19 in the online context. It was found that individuals who find

stress relief a huge purchase motivation because of what it provides them are

more likely to buy impulsively. At the business level, there are several

106
contributions that this research provides, particularly at the marketing level,

since it allowed a better understanding of consumer behavior in the context in

which we live.

Finally, another practical contribution of this research is related to the

relationship between sales promotions and impulsive buying. Marketers'

strategies that seek or have the main objective to induce consumers to incur

impulsive purchases must motivate them. To this end, it can be done a bet on

advertising campaigns that highlight new products and new trends.

107
108
 6. LIMITATIONS AND FUTURE RESEARCH

This chapter sets out the limitations faced while conducting this study and

suggestions for future research on the topic under study.

Study Limitations

Conducting this research, like any other, there are some limitations to its

development. Having said this, the following are the study's limitations in several

areas, and they are likely to generate opportunities for further research.

This study's first and main limitation was due to public health reasons

unrelated to the research. Consequently, the COVID-19 pandemic prohibited the

interviews and focus group from being conducted in person and ended up being

conducted through an online platform – Zoom.

This research aims to study online impulsive buying behavior in the

fashion industry in depth. Moreover, for this, a qualitative methodology was

chosen. Despite the potential of this approach and the fact that it is possible to

obtain more exploratory information through it, there are some limitations, such

as the generalization of the results of the characteristics of the potential

consumer's profile. Nevertheless, in this research, it is favored depth over

generalizability.

109
 Future Research

Since several dimensions have already been identified regarding

impulsive consumer buying, future research suggests performing a quantitative

approach from questionnaire surveys in order to obtain the correct data to

describe the research population. Quantitative methods, in general, can provide

more information, for example, about the existence of different types of

impulsive online buying and the importance of different elements of impulsive

online buying.

Some of the consumers interviewed did not have easy access to the

Internet in their teenage years, and some started shopping online a few years

ago. Although some of these consumers have a relatively extensive and long

experience of online shopping, they cannot be compared to the following

generations, who have been engaged in the online world since childhood.

Consequently, it is suggested as future research to target younger generations of

consumers.

It would also be interesting to analyze impulsive online buying, but from

the company's perspective, analyzing the strategies that they use to generate

impulsive buying behavior. Another future research would be to study online

impulsive buying in other industries.

110
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APPENDICES

Appendix List

Appendix A: Questionnaire for consumers collection

Appendix B: Interview Script

Appendix C: Focus Group Script

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 Appendix A: Questionnaire For Consumers Collection

This questionnaire is part of an investigation within the scope of a

Master's dissertation in Global Marketing carried out at the Instituto Politécnico

de Administração and Marketing do Porto (IPAM).

The purpose of this short questionnaire, consisting of only three

questions, is to find people eligible to participate in an interview on the subject

of impulsive buying on the Internet.

There are no correct or incorrect answers. Answer truthfully. If you have

any questions, do not hesitate to contact: catarinapintoo1307@gmail.com.

Question 1: In the last year (12 months), have you bought something

online?

Yes

No - Thank you for your collaboration. For the study, we are looking for

consumers who have made online purchases in the last year.

Question 2: Have you ever purchase fashion products (clothes,

accessories, bags, and shoes) online without prior planning?

Yes

No - Thank you for your collaboration. We are looking for consumers who

have made spontaneous online purchases in the last year for the study.

130
 Question 3: Would you like to participate in an interview where the main

focus will be on online consumer buying behavior?

Yes – Thank you for getting this far. Please fill in the information below to be

able to take part in this study. The e-mail will only serve to contact you in order

to schedule the interview.

Thank you very much for answering. Your collaboration will be very

important for the success of this research.

No - Thank you for your collaboration.

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 Appendix B: Interview Script

In this interview, I will ask you continually to describe in detail different

buying situations. Situations in which you have had experiences with buying

fashion products online and buying fashion products online without prior

planning.

INTRODUCTION

Tell me more about yourself, giving a brief description of your

demographics - age, gender, and disposable income (no income; 1€-599€; 600€-

1500€; more than 1500€; I prefer not to say ).

It has been argued that buying online is easy. What do you think? For you,

is it easy?

In the last year (12 months), how many times have you bought fashion

products online?

Do you often plan your shopping purchases before entering an online

website?

Have you ever felt that you bought fashion products online just by

impulse, without thinking too much?

During the past year (12 months), you bought any product from an online

shopping website without any prior planning to shop? Could you please tell me

about that situation?

- If yes, why do you think this happened?

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 - If not, you bought only what was on the list.

AVAILABLE INCOME

What percentage, on average, of your monthly disposable income is

dedicated to online fashion shopping?

Now familiar with the concept of spontaneous buying, do you think

disposable income influences this behavior? How?

WEBSITE STIMULI

Is the simplicity with which the user finds the information needed on the

website influence your online purchase? How?

On how easy is a website for consumers to search influence your online

purchase?

How does transaction security influence your online purchase?

- Which of the existing online payment methods do you consider to

be the most secure? Why?

- If this payment method is not available, would you consider

making further purchases from that website? Or even continue the purchase you

were making?

How does the design website's overall appearance influence your online

purchase?

- What do you think an online fashion website should have in order

to be visually attractive?

- How do these characteristics lead you to buy spontaneously?

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 - What do you visually dislike when you visit an online fashion

website? Why?

Which one of those characteristics do you think is more important to you

when entering a fashion website (navigability, ease to use, transaction security,

website design)? In what sense?

When you buy clothes or shoes online, you cannot touch them. How does

this affect your decision when buying online?

Show various websites and then give me their opinion (Mango, Zaful,

Zalando, Light in the Box)

In what kind of fashion store website could you imagine making

purchases spontaneously? Why?

In what kind of fashion store website could you never imagine yourself

making purchases without prior planning? Why?

PRODUCT CHARACTERISTICS (product category and product price)

Product Category

What are the main characteristics of a fashion product that can lead you

to make a spontaneous purchase? Why?

- How will these characteristics influence your spontaneous

purchase?

In marketing, hedonic goods are obtained from the use and enjoyment of

the product (for example, lace lingerie). In contrast, functional products are

134
consumed for their practical benefits (for example, basic underwear). Being that

said, which product category do you purchase more impulsively (hedonic

products or functional products)?

When you make an unplanned online purchase, which category of fashion

products do you prefer (bags, accessories, apparel, shoes)? Why?

Product Price

Price is an important element when I spontaneously purchase fashion

products on the Internet. Do you agree with this sentence? Why?

When you make purchases without any prior planning, you usually buy

high-priced products or low-priced products? Why?

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 Appendix C: Focus Group Script

INTRODUCTION

Tell me more about yourself, giving a brief description of your

demographics - age, gender, and disposable income (no income; 1€-599€; 600€-

1500€; more than 1500€; I prefer not to say ).

It has been argued that buying online is easy. What do you think? For you,

is it easy?

In the last year (12 months), how many times have you bought fashion

products online?

Do you often plan your shopping purchases before entering an online

website?

Have you ever felt that you bought fashion products online just by

impulse, without thinking too much?

During the past year (12 months), you bought any product from an online

shopping website without any prior planning to shop? Could you please tell me

about that situation?

- If yes, why do you think this happened?

- If not, you bought only what was on the list.

WEBSITE STIMULI

Is the simplicity with which the user finds the information needed on the

website influence your online purchase? How?

136
 On how easy is a website for consumers to search influence your online

purchase?

How does transaction security influence your online purchase?

- Which of the existing online payment methods do you consider to

be the most secure? Why?

- If this payment method is not available, would you consider

making further purchases from that website? Or even continue the purchase you

were making?

How does the design website's overall appearance influence your online

purchase?

- What do you think an online fashion website should have in order

to be visually attractive?

- How do these characteristics lead you to buy spontaneously?

- What do you visually dislike when you visit an online fashion

website? Why?

Which one of those characteristics do you think is more important to you

when entering a fashion website (navigability, ease to use, transaction security,

website design)? In what sense?

When you buy clothes or shoes online, you cannot touch them. How does

this affect your decision when buying online?

SALES PROMOTION

Do you think that sales promotions encourage consumers to buy more

and more often specific products or services? For you, is it an incentive to buy?

137
 Is it important for you that an online shop has discounts, sales, or

coupons? Why?

Do sales promotions have an increasing effect on your online impulsive

purchasing behavior at fashion stores?

If online shopping has discounts, sales, or coupons, does it change your

intend to purchase?

Have you already purchased something that you did not need only

because it was at a discount or a lower price?

Choose two of these nine sales promotion strategies that you consider

that have more influence when you make an online fashion impulsive purchase.

Why? In what sense? Give me an example if possible.

- Promotions for newly launched products;

- Unknown products in the domestic market;

- Buy one, get one free;

- Time-limited sales;

- Group-buying promotional strategies;

- Limited product quantities for sale;

- Price reductions;

- Bonus reward;

- Gifts with purchase.

138
 PRODUCT CHARACTERISTICS (product category and product price)

Product Category

What are the main characteristics of a fashion product that can lead you

to make a spontaneous purchase? Why?

- How will these characteristics influence your spontaneous

purchase?

In marketing, hedonic goods are obtained from the use and enjoyment of

the product (for example, lace lingerie). In contrast, functional products are

consumed for their practical benefits (for example, basic underwear). Being that

said, which product category do you purchase more impulsively (hedonic

products or functional products)?

When you make an unplanned online purchase, which category of fashion

products do you prefer (bags, accessories, apparel, shoes)? Why?

Product Price

Price is an important element when I spontaneously purchase fashion

products on the Internet. Do you agree with this sentence? Why?

When you make purchases without any prior planning, you usually buy

high-priced products or low-priced products? Why?

139