Factors Affecting Arousal and Impulse Buying: The Moderating Effect of Online Campaigns in the Clothing Industry

Abstract

Drawing on the Stimulus Organism Response model, this research investigates the primary factors affecting the impulse purchasing of clothing among the Generation Z in the clothing shops across Pakistan. Primary data was collected from 255 respondents and analysed using Partial Least Squares Structural Equation Modelling to thoroughly evaluate the measurement and the structural models. The results reveal that time limitations and quantity limitations have considerable knowledge effect on the emotional arousal of consumers. On the other hand, the product recommendation has a negative and reinforcing statistically significant effect on the excitation. Furthermore, arousal is one of the key determinants of impulse buying and online campaigns are a perfect tool to moderate this relationship by increasing the role of arousal on the spontaneous buying behavior. Demonstrating good explanatory power, this research gives important theoretical and managerial insights for optimizing digital commerce strategies in emerging markets.