Situational Impulsive and Compulsive Online Purchase of Fashion Products in Generation Z

Abstract

This study investigates the situational factors influencing impulsive and compulsive online purchases of fashion products among Generation Z. The findings indicate that financial management has a negative and significant effect on impulsive buying, meaning that better financial management reduces the likelihood of impulsive purchases. On the other hand, materialism and socioeconomic status positively and significantly affect impulsive buying, showing that stronger materialistic traits and higher socioeconomic status increase unplanned purchasing behavior.