Evaluation of Antecedents and Consequences of Low Involvement Buying Behaviour of Fashion and Apparel in Online shopping

Abstract

This executive summary gives an overview of a master's thesis project on consumer behaviour in the fashion and apparel industries, notably impulse buying and variety seeking shopping. By identifying the antecedents and implications of these behaviours, the study hopes to address a research gap. The project started with identifying a business problem connected to online buying and product returns caused by low engagement purchase behaviour. The research topics were impulse buying and variety-seeking shopping. The study's findings show that antecedent variables have a considerable impact on hedonic shopping motivation, leading to impulse purchases and variety-seeking purchases. However, the optimal level of distinctiveness has no effect on the relationship between hedonic shopping drive and variety-seeking purchasing. All three repercussions are present in both impulsive and variety-seeking purchases, but only product dissonance is substantial. The study's findings offer significant insights and recommendations to academics and practitioners in the fashion and clothing industries, allowing them to design ways to improve consumer satisfaction and reduce product returns. Overall, this thesis study fills a research need and provides useful insights into the fashion and clothing industries' impulse buying and variety-seeking purchase behaviour.