THE PSYCHOLOGY OF IMPULSE BUYING IN ONLINE CLOTHING STORES

Abstract

Impulse buying has become a prominent consumer behavior in online clothing stores, driven by the seamless integration of digital interfaces, targeted marketing, and emotional triggers. This study explores the psychological factors that influence impulse buying in online apparel environments, emphasizing the role of instant gratification, hedonic motivation, and cognitive biases. Key elements such as website aesthetics, personalized recommendations, limited-time offers, and social influence significantly heighten consumers’ emotional arousal, reducing rational decision-making and increasing spontaneous purchases. Additionally, the convenience and anonymity of online shopping amplify impulsive tendencies by minimizing perceived purchasing risks. Understanding these psychological mechanisms offers valuable insights for both marketers seeking to enhance consumer engagement and researchers aiming to develop strategies that promote more mindful online shopping behaviors.