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Clicking the boredom away – Exploring impulse fashion buying behavior online
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Swedish Institute for Innovative Retailing; Handelsgruppen)ORCID-id: 0000-0003-2219-1525
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Swedish Institute for Innovative Retailing; Handelsgruppen)
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Swedish Institute for Innovative Retailing; Handelsgruppen)
2019 (engelsk)Inngår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, ISSN 0969-6989, Vol. 47, s. 150-156Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This paper presents a Swedish case study focusing on online shopping and impulse purchases of fashion. The paper contributes by bringing new light on the bored-state-of-mind's importance in impulse shopping, and provides insights for further research to examine the topic on a greater scale. Results reveal that young con- sumers’ impulse purchases of fashion items online are often motivated by boredom, and described in two di- mensions: 1) Consumers are often responding to triggers that can break monotony and 2) Boredom occurs in a contextualized totality. When consumers are bored they are easily triggered by stimulus like price, easy access, and free delivery, and it is perceived as easy to click the boredom away. It is suggested that retailers choose a strategy based on customer value and satisfaction, as there is a lot to win by stepping away from price com- petition and instead satisfy customers by providing an opportunity to become less bored.

sted, utgiver, år, opplag, sider
2019. Vol. 47, s. 150-156
Emneord [en]
Impulse buying behavior Fashion Online shopping Boredom Impulse purchases Negative emotions
HSV kategori
Forskningsprogram
Handel och IT
Identifikatorer
URN: urn:nbn:se:hb:diva-15402DOI: 10.1016/j.jretconser.2018.11.006OAI: oai:DiVA.org:hb-15402DiVA, id: diva2:1267493
Prosjekter
Internationell gästprofessor - handelsutvecklingTilgjengelig fra: 2018-12-03 Laget: 2018-12-03 Sist oppdatert: 2018-12-03bibliografisk kontrollert

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Forlagets fullteksthttps://doi.org/10.1016/j.jretconser.2018.11.006

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Sundström, MalinHjelm Lidholm, SaraRadon, Anita

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