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Clicking the boredom away – Exploring impulse fashion buying behavior online
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing; Handelsgruppen)ORCID iD: 0000-0003-2219-1525
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing; Handelsgruppen)
University of Borås, Faculty of Textiles, Engineering and Business. (Swedish Institute for Innovative Retailing; Handelsgruppen)
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, ISSN 0969-6989, Vol. 47, p. 150-156Article in journal (Refereed) 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.

Place, publisher, year, edition, pages
2019. Vol. 47, p. 150-156
Keywords [en]
Impulse buying behavior Fashion Online shopping Boredom Impulse purchases Negative emotions
National Category
Business Administration
Research subject
Business and IT
Identifiers
URN: urn:nbn:se:hb:diva-15402DOI: 10.1016/j.jretconser.2018.11.006OAI: oai:DiVA.org:hb-15402DiVA, id: diva2:1267493
Projects
Internationell gästprofessor - handelsutvecklingAvailable from: 2018-12-03 Created: 2018-12-03 Last updated: 2018-12-03Bibliographically approved

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Publisher's full texthttps://doi.org/10.1016/j.jretconser.2018.11.006

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Sundström, MalinHjelm Lidholm, SaraRadon, Anita

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