September 30, 2020 Journal article Open Access

Roopa KV; Sanjeev Kumar K.M

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    <subfield code="a">Spike sales, "YAMI"- young – aspirational- mobile native - impulsive action, social engagement, website artistry.</subfield>
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    <subfield code="u">Research Scholar, Karnataka State Akkamahadevi Women's  University, Vijapura, Karnataka, India</subfield>
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    <subfield code="a">One Tap Shopping": Impulsive Fashion and  Apparel Buying Behaviou</subfield>
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    <subfield code="a">&lt;p&gt;Digitalization has transformed brick and motor fashion-oriented business to one tap convenient business through smart phones via mobile applications. The digital age is more inclined towards fashion and apparel due to ample exposure of current trends in fashion industry through internet, social media, travelling, cultural exchange and others. The study emphasized on discovering the online fashion and apparel buying behavior, satisfaction level, and exploring the most influential factors towards the digital consumers for online fashion and apparel shopping by analyzing 256 respondents through convenient and judgmental sampling. Data is analyzed through Factor analysis and multiple regression. The study reveals that Price sensitivity factors has significant weightage towards online fashion and apparel shopping like flash sales, loyalty programs and points, spike sales- exciting offers on all categories for limited period, cashback offers, Discounts and offers.&lt;/p&gt;</subfield>
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