Understanding the Impulsiveness Effect of a Web Design on Online Fashion Stores

Abstract

E-commerce had been a window of consumer-retailer and business-to-business relationship. It had changed supply chain design in last four decades. A Website display, as one of strategic decision of an e-commerce, has been a competitive advantage to win the market. Moreover, impulsive buying had recognized as cognitive natural flaw which had given an advantage for both retailer and consumer. Sometimes, the tremendous increment of the number of internet access on an e-commerce site is not accompanied by increment of buying. Meanwhile, the study about the influences of a web display to impulse buying behaviors had been written so little. In this paper, a preliminary research about the influences of a web display to impulse buying behaviors is conducted. The study is conducted on online fashion stores in Indonesia. This paper depicts the development of sixteen display attributes for accessing impulse buying on online fashion stores. Twenty (20) attributes has been developed from literature survey and interview. Then, a survey has been given to 150 respondents to determine the display’s attributes that influenced to impulsive buying. A factor analysis has been run to fifteen (15) attributes that have significant influence to Impulse Buying and four factors have been developed. Structural Equation Model is performed to understand the impact of each factor and attributes toward impulsive buying respond. Based on the model, Service Factor (0.89) and Supporting Factors are the most influencing factors. Meanwhile, Model Appearance, and Pop Up Voucher are the most influencing attributes toward impulsive buying.