IMPACT OF HEDONIC VALUE AND E-WOM ON IMPULSE BUYING: AN ANALYSIS OF APPAREL INDUSTRY IN PAKISTAN

Abstract

The study impact of hedonic value and E-WOM on impulse buying: an analysis of apparel industry” is focused to analyze the apparel industry in Pakistan which has gone through various challenges and changes from the tailor to readymade trends. Online and technological advancements brought a lot of changes during the entire phase and the apparel industry has been revolutionized. Electronic Impulse Purchasing has brought a change and left an impact on the buying behaviors and buying patterns. The foremost objective of this research was to determine the Impact of Hedonic value and E-WOM on Impulse Buying: Mediating role of Emotional Arousal and Moderating role of Perceived risk and Customer income. A Case from Apparel Industry of Pakistan. Target population was the female customers who are buying apparel from markets of Pakistan, from four major cities (Lahore, Karachi, Islamabad, Multan) whereas, 461 respondents were selected as sample of this study. Research data was collected through standardized questionnaires. The study addressed the key considerations in a well manner and all the hypotheses approved for the study in hand