The influence of hedonic shopping motivation on online impulse buying behavior in the fashion industry
Impulse buying is a key marketing strategy to boost online sales in fast fashion, as many items in this sector are purchased impulsively, often driven by hedonic motivations. The study aims to determine the influence of hedonic shopping motivation on online impulse purchase behavior in the fashion i...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2025-03-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21709/IM_2025_01_Mashilo.pdf |
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