The Influence of Website Characteristics on Online Impulse Buying Toward Fashion Product

Abstract

One of the issues that become concern in marketing department is online impulse buying. This research aimed at examining the empirical mode of website characteristics that influence customers‘ cognitive and affective response in online impulse buying especially for fashion products in Yogyakarta. This research was conducted in Yogyakarta with 290 respondents from people who have an experience of buying fashion products through website in the age range of 16-30 years old. The data was collected by using questionnaire enclosed with the statement based on Linkert scale. Data analysis of this research usesStructural Equation Modeling (SEM) Amos. The research findings revealed that perceived usefulness will have positive effecton enjoyment and those will have a positive effect on online impulse buying. Moreover, the characteristics of website both Task Relevant and Mood Relevant cues give positive impact on online buying impulsively.