The Influence of Product Presentation on Impulsive Buying Behaviour: Evidence from Online Apparel Shoppers in Kerala

The rapid expansion of e-commerce has increased the importance of product presentation in shaping consumers' online purchasing decisions. This study examines the influence of product presentation on impulsive buying behaviour among online apparel shoppers in Kerala and further explores its relationship with post-purchase problems and repurchase intention. A quantitative research design was adopted, and primary data were collected from 120 respondents using a structured questionnaire. The data were analysed using descriptive statistics and multiple regression analysis. The findings reveal that product presentation significantly influences impulsive buying behaviour, with product images and promotional messages emerging as the strongest positive predictors. At the same time, social information exerts a significant negative influence. The study also found that impulsive buying behaviour significantly contributes to post-purchase problems. In contrast, favourable post-purchase experiences positively influence repurchase intention through purchase continuity, platform loyalty, and recommendation behaviour. The findings contribute to the literature on online consumer behaviour and provide practical insights for online apparel retailers to enhance product presentation, improve customer satisfaction, and strengthen long-term customer relationships.

Product presentation; Impulsive buying behaviour; Online apparel shopping; Post-purchase experience; Repurchase intention; Consumer behaviour

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