The triggers on compulsive online shopping of jeans

D. Manimegalai and S. Senthilkumar

International Journal of Networking and Virtual Organisations, 2024, vol. 30, issue 2, 206-219

Abstract: This study investigates the antecedents of compulsive online shopping for jeans and identifies the compulsive shoppers of jeans. This descriptive research collects data through an online survey; the sample size is 205 - purposive sampling design used for gathering the data. The study results are 53.2% of males and 51% of females fall into compulsive shopping for jeans. Model fitness analyses through linear regression the p-value is lesser than 0.05. Therefore, the independent variables show a statistical relationship with the dependent variables and predict the dependent variable. This study helps the marketer frame the marketing strategy based on buzz factors and compulsive triggers; it can increase the online jeans sale in the future period. After the lockdown, consumer prefers online mode shopping.

Keywords: compulsive online shopping; internal and external triggers; online usage; buzz. (search for similar items in EconPapers)
Date: 2024
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