The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry

Impulse buying is a key marketing strategy to boost online sales in fast fashion, as many items in this sector are purchased impulsively, often driven by hedonic motivations. The study aims to determine the influence of hedonic shopping motivation on online impulse purchase behavior in the fashion i...

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Bibliographic Details

Published in:	Innovative Marketing
Main Authors:	Lerato S. Mashilo, Riané C. Dalziel, Ephrem Habtemichael Redda
Format:	Article
Language:	English
Published:	LLC "CPC "Business Perspectives" 2025-03-01
Subjects:	fashion hedonic motivation impulse buying online shopping
Online Access:	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21709/IM_2025_01_Mashilo.pdf