An Exploratory Study On Understanding The Influence Of Hedonic Motives In Fashion Retail Websites On Emerging Impulse Customer Decisions – A Concept Paper

Abstract

The concept paper proposed here is leading to conduct an exploratory study on “understanding the influence of hedonic motives in fashion retail websites on emerging impulse customer decisions”. This study can be recognised with its novelty as the empirical gap of the related study led to understand the research problem as “there is no a scientific research has been conducted to access the influence of hedonic motives in fashion retail websites influencing impulse customer decision making”. The conceptual framework of the research was developed under the consideration of theoretical gap identified in the literature review. The application of “Technology Acceptance Model (TAM)” highlighting perceived enjoyment (PE), perceived usefulness (PU) and perceived ease of use (PEU) were identified as independent variables to test the dependent variable; “impulse customer decision in fashion retail sector” under exploratory methodology. There will be 20 structured interviews along with 10 live eye-tracking sessions to be conducted in order to collect data and to analyse the collected data in a thematic manner to understand how hedonic motives drive impulse customer decisions in fashion retail sector. This proposed exploratory study will be a gateway to conduct a positivistic, experimental study in the future for more scientific understanding.