Title: The triggers on compulsive online shopping of jeans

Authors: D. Manimegalai; S. Senthilkumar

Addresses: Department of Management Studies, SRM Arts and Science College, Kattankulathur, Chengalpattu, Tamilnadu – 603203, India ' College of Management, SRM Institute of Science and Technology, Kattankulathur, Chengalpattu, Tamilnadu – 603203, India

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.

DOI: 10.1504/IJNVO.2024.137541

International Journal of Networking and Virtual Organisations, 2024 Vol.30 No.2, pp.206 - 219

Received: 18 Nov 2022
Accepted: 16 Feb 2023
Published online: 25 Mar 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article