INFLUENCE OF ONLINE CONVENIENCE ON GENERATION Z ONLINE IMPULSIVE BUYING BEHAVIOUR IN THE FASHION INDUSTRY IN NIGERIA

Author: Mary Ifeoluwa Otegbade

ABSTRACT

This study examining the influence of online convenience to the impulsive purchasing response of consumers of Generation Z in the fashion industry of Nigeria. Based on the theory of Stimulus-Organism-Response (S-O-R), the experiment centers on the two categories of convenience (five) such as access, search, evaluation, transaction, and relationship convenience. The study adopted a positivist philosophy and deductive research approach. A quantitative survey methodology was employed, targeting a purposive sample of 110 Generation Z respondents aged 18–24. Data were collected through structured online questionnaires and analysed using multiple linear regression in SPSS. Findings revealed that transactional convenience (β = 0.227, p < 0.05) and relationship convenience (β = 0.455, p < 0.05) significantly influenced impulsive buying behaviour, indicating that smooth checkout processes and personalised interactions promote spontaneous fashion purchases. However, access, search, and evaluation convenience showed no significant effect. The study concludes that digital-native consumers are less swayed by general accessibility and more by relational and transactional ease. It recommends that fashion retailers prioritise seamless transactions and customised engagement strategies to stimulate impulse buying. Future research should expand to larger samples and integrate qualitative insights for deeper behavioural understanding.

Keywords: Online Convenience, Impulsive Buying, Generation Z, Fashion, Nigeria, S-O-R Theory.

REFERENCES

  • Adobe (2018). Digital Experience Blog | Adobe Experience Manager 6.4: Defining the Next Wave of Content-Driven Experiences. [online] Digital Experience Blog. Available at: https://blogs.adobe.com/digitaleurope/digital-marketing/adobe-experience-manager-6-4-defining-the-next-wave-of-content-driven-experiences/.
  • Agrawal, D.K., (2022). Determining behavioural differences of Y and Z generational cohorts in online shopping. International Journal of Retail & Distribution Management, 50(7), pp.880-895.https://www.researchgate.net/profile/Durgesh-Agrawal/publication /358857856_Determining_behavioural_differences_of_Y_and_Z_generational_cohorts_in_online_shopping/links /636b3c6f37878b3e879584f7/Determining-behavioural-differences-of-Y-and-Z-generational-cohorts-in-online-shopping.pdf
  • Almahdi, M.H., Radhi, J., Alhawaj, F. & Najeeb, A. (2023). Impulse Buying Behaviours in a Digital World. In Technological Sustainability and Business Competitive Advantage (pp. 199–209). Cham: Springer International Publishing. https://www.researchgate.net/profile/Maryam-Almahdi/publication /37313331 4_ Impulse_Buying_Behaviors_in_a_Digital_World/links/64e663570acf2e2b520d86fa/Impulse-Buying-Behaviors-in-a-Digital-World.pdf
  • Amos, C., Holmes, G.R. and Keneson, W.C., (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), pp.86–97. https://doi.org/10.1016/j.jretconser.2013.11.004
  • Ampadu, S., Jiang, Y., Debrah, E., Antwi, C.O., Amankwa, E., Gyamfi, S.A., & Amoako, R. (2022). Online personalised recommended product quality and e-impulse buying: A conditional mediation analysis—Journal of Retailing and Consumer Services, 64, p.102789. https://doi.org/10.1016/j.jretconser.2021.102789
  • Aslam, H. (2022). A Way Forward through Customer, Situational, and Demographics Determinants affecting Impulsive Buying Behaviour: An Empirical Research. https://unitesi.unive.it/bitstream/20.500.14247/11942/1/882894-1262528.pdf
  • Baber, A., Thurasamy, R., Malik, M.I., Sadiq, B., Islam, S. & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude, and intention-to-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), pp.388–400. https://doi.org/10.1016/j.tele.2015.09.004
  • Balogh, Z. and Mészáros, K., (2020). Consumer perceived risk by online purchasing: the experiences in Hungary. Naše gospodarstvo/Our economy, 66(3), pp.14-21. https://doi.org/10.2478/ngoe-2020-0014
  • Bandyopadhyay, N., Sivakumaran, B., Patro, S. & Kumar, R.S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying? An empirical investigation. Journal of Retailing and Consumer Services, 61, p.102532. https://doi.org/10.1016/j.jretconser.2021.102532
  • Beauchamp, M.B. & Ponder, N. (2010). Perceptions of retail convenience for in-store and online shoppers. The Marketing Management Journal, 20(1), pp.49–65. https://www.mmaglobal.org/_files/ugd/3968ca_8c5c0517898042e990fbdc49c1cd4c44.pdf#page=56
  • Bellini, S. & Aiolfi, S. (2020). Impulse buying behaviour: the mobile revolution. International Journal of Retail & Distribution Management, 48(1), pp.1–17. https://doi.org/10.1108/IJRDM-12-2018-0280
  • Benoit S., Klose S., & Ettinger A. (2017). Linking service convenience to satisfaction: dimensions and key moderators. J. Serv. Mark., 31(6), 527–538 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=8583&context=lkcsb_research
  • Bhatti, A., Saad, S. & Gbadebo, S.M. (2019). Product Risk, Privacy Risk, and Convenience Risk Influence Online Shopping Behaviour in Pakistan. International Journal of Business Management, 4(3), pp.41–52. https://sciarena.com/storage/models/article/aJXDdL0WqIHalv1FCuzQYziBdfMUQDUbVfIOmGexG2XeuMpL
    YUUf68N9oy4x/product-risk-privacy-risk-and-convenience-risk-influence-on-online-shopping-behavior-in-the-contex.pdf
  • Branisso, D.S.P. (2021). From Clicks to Bricks: Effects of Mobile Location (Doctoral dissertation, PUC-Rio).
  • Chang, M.K., Cheung, W. & Lai, V.S. (2005). Literature-derived reference models for the adoption of online shopping. Information & management, 42(4), pp.543–559. https://doi.org/10.1016/j.im.2004.02.006
  • Chen, C.C. & Yao, J.Y. (2018). What drives impulse buying behaviours in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), pp.1249–1262. https://doi.org/10.1016/j.tele.2018.02.007
  • Crisp, C.B., Jarvenpaa, S.L. & Todd, P.A. (1997). Individual differences and internet shopping attitudes and intentions. Graduate School of Business Working Paper, University of Texas. https://informationr.net/ir/12-2/Crisp.html
  • Dhagarra, D., Goswami, M. & Kumar, G. (2020). Impact of trust and privacy concerns on technology acceptance in healthcare: an Indian perspective. International journal of medical informatics, 141, p.104164 https://doi.org/10.1016/j.ijmedinf.2020.104164
  • Dhaigude, S.A. & Mohan, B.C. (2023). Customer experience in social commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(5), pp.1629–1668. https://doi.org/10.1111/ijcs.12954
  • Djafarova, E. & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in the fashion industry—Journal of Retailing and Consumer Services, 59, p.102345. https://doi.org/10.1016/j.jretconser.2020.102345
  • Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in human behaviour, 68, pp.1–7. https://doi.org/10.1016/j.chb.2016.11.009
  • Duarte, P., e Silva, S.C. and Ferreira, M.B., (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, pp.161–169. https://doi.org/10.1016/j.jretconser.2018.06.007
  • Ekambareswarar, N.K., Boomika, D. & Kumar, R.D. (2021). A study about gender differences in impulsive buying decisions among university postgraduate students in Bengaluru, India. International Journal of Business Forecasting and Marketing Intelligence, 7(2), pp.113–123. https://doi.org/10.1504/IJBFMI.2021.120129
  • Emmanuel, Z. (2019). Social and Media Networks – UK – May 2019 – Market Research Report. [online] reports.mintel.com. Available at: https://reports.mintel.com/display/919588/ [Accessed 19 Oct. 2023].
  • Farida, N., (2016). Effects of convenience online shopping and satisfaction on repeat-purchase intention among students of higher institutions in Indonesia. Journal of Internet Banking and Commerce, 21(2), p.1. https://www.researchgate.net/profile/Nur-Yakin-2/publication/308881239_Journal_of_Internet_Banking_and_Commerce_Effects_of_Convenience_Online _Shopping_and_Satisfaction_on_Repeat-Purchase_Intention_among_Students_of_Higher _Institutions_in_ Indonesia/links /57f43a7c08ae8da3ce538590/Journal-of-Internet-Banking-and-Commerce-Effects-of-Convenience-Online-Shopping-
    and-Satisfaction-on-Repeat-Purchase-Intention-among-Students-of-Higher-Institutions-in-Indonesia.pdf
  • Feng, Z., Al Mamun, A., Masukujjaman, M. and Yang, Q., (2023). Modelling the significance of advertising values on online impulse buying behaviour. Humanities and Social Sciences Communications, 10(1), pp.1-17. https://doi.org/10.1057/s41599-023-02231-7
  • Flurry, L.A. & Swimberghe, K. (2016). Consumer ethics of adolescents. Journal of Marketing Theory and Practice, 24(1), pp.91–108. https://doi.org/10.1080/10696679.2016.1089766
  • Francke, A.E. & Carrete, L. (2023). Consumer self-regulation: Looking back to look forward. A systematic literature review. Journal of Business Research, 157, p.113461. https://doi.org/10.1016/j.jbusres.2022.113461
  • Fu, J.R., Lu, I.W., Chen, J.H. & Farn, C.K. (2020). Investigating consumers’ online social shopping intention: An information processing perspective. International Journal of Information Management, 54, p.102189. https://doi.org/10.1016/j.ijinfomgt.2020.102189
  • Gozukara, E., Ozyer, Y. & Kocoglu, I. (2014). The moderating effects of perceived use and perceived risk in online shopping. Journal of Global Strategic Management, 16, pp.67–81. https://isma.info/storage/067-081-the-moderating-effects-of-perceived-use-and-perceived-risk-in-online-shopping-ebru-gozukara-yagmur-ozyer-ipek-kocoglu-1701344699cHC5z.pdf
  • Gulfraz, M.B., Sufyan, M., Mustak, M., Salminen, J. & Srivastava, D.K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, p.103000. https://doi.org/10.1016/j.jretconser.2022.103000
  • Hashmi, H., Attiq, S. & Rasheed, F. (2019). Factors affecting online impulsive buying behaviour: A stimulus-organism response model approach. Market forces, 14(1). https://kiet.edu.pk/marketforces/index.php/marketforces/article/view/392
  • Iyer, G.R., Blut, M., Xiao, S.H. & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48, pp.384–404. https://doi.org/10.1007/s11747-019-00670-w
  • Jahangir, Y., (2022). Key Factors Motivating Online Buying Behaviour: An Empirical Study. Academy of Marketing Studies Journal, 26(S3). https://www.abacademies.org/articles/key-factors-motivating-on-online-buying-behaviouran-empirical-study-14652.html
  • Jebarajakirthy, C. & Shankar, A. (2021). Impact of online convenience on mobile banking adoption intention: A moderated mediation approach. Journal of Retailing and Consumer Services, 58, p.102323. https://doi.org/10.1016/j.jretconser.2020.102323
  • Jiang, L.A., Yang, Z. and Jun, M., (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), pp.191-214. https://doi.org/10.1108/09564231311323962
  • Junaidi, M.H. & Miralam, M.S. (2020). Online buying behaviour among university students: A cross-cultural empirical analysis. Journal of Information Technology Management, 12(2), pp.26–39. https://jitm.ut.ac.ir/article_75789_12fa952daa829400044dc7a0762ba88b.pdf
  • Katakam, B.S., Bhukya, R., Bellamkonda, R.S. & Samala, N. (2021). Longitudinal versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behaviour–Do the store ambience and salesperson interactions matter? Journal of Retailing and Consumer Services, 61, p.102586. https://doi.org/10.1016/j.jretconser.2021.102586
  • Kimiagari, S. & Malafe, N.S.A. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behaviour. Journal of Retailing and Consumer Services, 61, p.102567. https://doi.org/10.1016/j.jretconser.2021.102567
  • Le, N.B.M. & Hoang, T.P.T. (2020). Measuring trust and its effects on consumers’ buying behaviour. Journal of Distribution Science, 18(3), pp.5–14. https://www.researchgate.net/profile/Minh-Le-82/publication/341098643_Measuring_Trusts_And_The_Effects_On_The_Consumers’_Buying_Behavior/links /5ead0029299bf18b958e3cbb/Measuring-Trusts-And-The-Effects-On-The-Consumers-Buying-Behavior.pdf
  • Liu, H. W., Yoganathan, V., & Osburg, V.S. (2021). COVID-19 information overload and Generation Z’s social media discontinuance intention during the pandemic lockdown. Technological forecasting and social change, 166, p.120600. https://doi.org/10.1016/j.techfore.2021.120600
  • Marceda Bach, T., da Silva, W.V., Mendonça Souza, A., Kudlawicz-Franco, C. and da Veiga, C.P., (2020). Online customer behaviour: perceptions of the risks incurred through online purchases. Palgrave Communications, 6(1), pp.1-12. https://doi.org/10.1057/s41599-020-0389-4
  • Mason, M.C., Zamparo, G., Marini, A. & Ameen, N. (2022). Glued to your phone? Generation Z’s smartphone addiction and online compulsive buying. Computers in Human Behaviour, 136, p.107404. https://doi.org/10.1016/j.chb.2022.107404
  • Masoud, E.Y., (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), pp.76-87. https://d1wqtxts1xzle7.cloudfront.net/82474312/4689-6762-1-PB-libre.pdf?1647917 118=&response-content-disposition=inline%3B+filename%3DThe_Effect_of _ Perceived_Risk_on_Online_ S.pdf&Expires= 1755265423&Signature=gJCQuwxfLA-2W4wdXVMgLmhYciC3OBTLQnuIH-HXeS66gouMhLcGl1~ f5ugNn Mjhc9Wt8 w059xRPMwTYMidAeyFmysvod0Ycv0JQ~pAdf6J3DGhYymautRMRp0O-m6GL Rz8EaZHKOVEJhJXFM2qm2ADtULOLH-3afWQ20KSGpkhWBg-gz9b jiH FE bv nY07x5mqyALRV7PdgNzcahA3Hthlo1 Nai39ipS2N9OAah PoRfMJiJgwJIf~d8CroMaU2DPRxmAX8ji6opzSbnVYDu5vf~67yZhDm-5ukFfRPC8Lmh1fWh XJXE Cgg TfcmT0t26uXHwW1p13QpinJaksuZuSLA__&Key-Pair-Id=APKAJLO HF5GG SL RBV4ZA
  • McLean, G. & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behaviour, 101, pp.210–224. https://doi.org/10.1016/j.chb.2019.07.002
  • Mehrabian, A. & Russell, J.A. (1974). A verbal measure of information rate for studies in environmental psychology. Environment and Behaviour, 6(2), p.233. https://www.proquest.com/openview/170d5309da817cb569203863a5cd7bde/1?pq-origsite=gscholar&cbl=1821084
  • Miao, M., Jalees, T., Qabool, S. and Zaman, S.I., (2020). The effects of personality, culture and store stimuli on impulsive buying behaviour: Evidence from the emerging market of Pakistan. Asia Pacific Journal of Marketing and Logistics, 32(1), pp.188-204. https://doi.org/10.1108/APJML-09-2018-0377
  • Miller, L.J. & Lu, W. (2018). Gen Z is set to outnumber millennials within a year. Bloomberg.com, 20. https://www.bloomberg.com/news/articles/2018-08-20/gen-z-to-outnumber-millennials-within-a-year-demographic-trends
  • Moser, C., Schoenebeck, S.Y., & Resnick, P. (2019). Impulse buying: Design practices and consumer needs. In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems (pp. 1–15). https://dl.acm.org/doi/pdf/10.1145/3290605.3300472
  • Okafor, V. (2023). Nigeria’s e-Commerce Spending To Hit $75 75Bn By 2025. [online] Oriental News Nigeria. Available at: https://orientalnewsng.com/nigeria ‘ https://orientalnewsng.com/nigerias-e-commerce-spending-to-hit-75bn-by-2025/ [Accessed 19 Oct. 2023].
  • Olise, C.M., Otika, U.S., Ejiofor, U.H. & Oby, O.B. (2019). Risk Perceptions and Online Shopping Intention among Internet Users in Nigeria. https://d1wqtxts1xzle7.cloudfront.net/87340228/2843-libre.pdf?1654940424= &response-content-disposition=inline%3B+filename%3DRisk_Perceptions_and_ Online_Shopping_Int.pdf&Expires=1755265645&Signature=
    Py5RzplS-Wmy l1cJuM1yb8mXE0dBxkzjOLvUbjG8czdC~J6ppKAlgspEibER QbopMIHLLswy HTMJbFAVLg HO0e 6n0cXYMhzCQ0fAWH8h~wLtGqw~gLnZ0f1a3r1YxA6oUWuvXcZFPcjQPW9YzbZKoR~BbzxLahYAjRFROJtQNYBa TjcO2sfswocXu0mRxtzFRub3QZt2yP-Z1Cpb9j9HDBI7L54owkQfs3nkjQMHYNz4oDYo2V1lGTMApOf3 AWiRARLWPSV6Nu6DRkj0GtxeZnbDhLxmXTazkLVXHpQveevNBvEozE9pjLfu~J13iI4Rel-l3WwOvJ9zczjSDFMW0g
    __&Key-Pair-Id=APKAJLOHF5GGSLRBV 4ZA
  • Passport (2018). Generation Z: The Next Wave of Consumers. [online] Euromonitor. Available at: https://www.euromonitor.com/generation-z-the-next-wave-of-consumers/report [Accessed 19 Oct. 2023].
  • PrakashYadav, G. and Rai, J., (2017). The Generation Z and their social media usage: A review and a research outline. Global Journal of Enterprise Information Systems, 9(2), pp.110–116. http://www.gjeis.com/index.php/GJEIS/article/view/222/215
  • Priporas, C.V., Stylos, N. and Fotiadis, A.K., (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in human behaviour, 77, pp.374–381. https://doi.org/10.1016/j.chb.2017.01.058
  • Rahman, M.A., Islam, M.A., Esha, B.H., Sultana, N. & Chakravorty, S. (2018). Consumer buying behaviour towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 5(1), p.1514940. https://doi.org/10.1080/23311975.2018.1514940
  • Shankar, A. & Rishi, B. (2020). Does convenience matter in mobile banking adoption intention? Australasian Marketing Journal, 28(4), pp.273–285. https://doi.org/10.1016/j.ausmj.2020.06.008
  • Shankar, A. (2021). How does convenience drive consumers’ webrooming intention? International Journal of Bank Marketing, 39(2), pp.312–336. https://doi.org/10.1108/IJBM-03-2020-0143
  • Singh, P., Sharma, B.K., Arora, L. & Bhatt, V. (2023). Measuring social media impact on Impulse Buying behaviour. Cogent Business & Management, 10(3), p.2262371. https://doi.org/10.1080/23311975.2023.2262371
  • Sohn, H.K. & Lee, T.J. (2017). Tourists’ impulse buying behaviour at duty-free shops: The moderating effects of time pressure and shopping involvement. Journal of Travel & Tourism Marketing, 34(3), pp.341–356. https://doi.org/10.1080/10548408.2016.1170650
  • Statista. (2022). Nigeria: number of online shoppers 2017-2019. Statista; Doris Dokua Sasu. https://www.statista.com/statistics/1139883/digital-buyers-in-nigeria/
  • Wai, K., Dastane, D.O., Johari, Z. & Ismail, N.B. (2019). Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business, 6(4), pp.246–260. https://papers.ssrn.com/sol3/Delivery.cfm?abstractid=3498766
  • Wangshu, G. & Guanhua, W. (2020). How influencer marketing motivates consumers’ buying behaviour: A focus group investigation of the impulse buying behaviour via Chinese millennials’ lens. https://www.diva-portal.org/smash/get/diva2:1433912/FULLTEXT01.pdf
  • Wolf, A. (2020). Gen Z & social media influencers: The generation wanting an authentic experience. Honours Senior Capstone Project https://scholarworks.merrimack.edu/cgi/viewcontent.cgi?article=1050&context=honors_capstones
  • Zafar, A.U., Qiu, J., Li, Y., Wang, J. & Shahzad, M. (2021). Social media celebrities’ posts and contextual interactions impact impulse buying in social commerce—computers in human behaviour, 115, p.106178. https://doi.org/10.1016/j.chb.2019.106178
  • Zhang, Q. & Ahmad, W. (2023). Online Impulse Purchase in Social Commerce: Roles of Social Capital and Information Overload. International Journal of Human–Computer Interaction, pp.1–18. https://doi.org/10.1080/10447318.2023.2212862
  • Zhou, Y. & Huang, W. (2023). The influence of network anchor traits on shopping intentions in a live streaming marketing context: The mediating role of value perception and the moderating role of consumer involvement. Economic Analysis and Policy, 78, pp.332–342. https://doi.org/10.1016/j.eap.2023.02.005