Impulzivno potrošniško vedenje v prodaji oblačil

This study investigates the impact of store atmosphere and situational factors on impulse buying behaviour among apparel consumers, with a particular focus on the mediating role of situational factors. A quantitative research approach was employed, utilising partial least squares structural equation modelling (PLS-SEM) to provide comprehensive insights. Data were collected through convenience sampling from 501 apparel consumers in India. The research examines the influence of store atmospheric elements, including store ambiance, design, social factors and clothing touch, together with situational factors such as promotional offers, time availability, money availability, mood and the presence of others. The findings reveal a complex interaction between store atmosphere, situational factors and impulse buying behaviour. Specifically, store ambiance, design and key situational factors emerge as significant drivers of impulsive purchases. By incorporating situational factors as mediators, this study offers a nuanced research framework tailored to the apparel retail sector. The insights gained provide valuable implications for retailers, who can strategically enhance store atmosphere and situational conditions to effectively stimulate impulse buying behaviour among apparel consumers.