A REVIEW ON THE FACTORS INFLUENCING E-IMPULSE BUYING BEHAVIOR WITH REFERENCE TO ONLINE APPAREL PRODUCTS

The Aim of this study is to identify the critical factors influencing E-impulse buying behavior with reference to online apparel products. Literature survey has been carried out from the scholarly journals and relevant factors have been identified which influences the E-impulse buying behavior. Author suggested to build a conceptual framework based on the factors such as Consumer Characteristics, Social Media Interaction, Spending Behavior, Product Characteristics. In addition, the independent variables have been identified through literature gap and the new conceptual framework has been developed hypothetically to test the factor which influences the E-impulse buying behavior with reference to online apparel products. Since the study is limited to critical literature review, the author has gone ahead with the study for the development of new conceptual framework.