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Research topic: Impacts of gender perceptions on online impulse purchase in the UK
fashion industry
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Abstract
This research’s aim is to analyze the impact of gender perceptions on online impulse purchase in
the UK fashion industry. In particular, this research’s objectives are as follows: (1) to review the
theories regarding impulse purchase, (2) to analyze the impact of gender on online impulse
purchase in the UK fashion industry and (3) to suggest solutions for managers of online fashion
companies in the UK to increase online impulse purchase of consumers. This research has
chosen a suitable research approach – positivism research approach, a suitable research method –
quantitative research method, and a suitable research strategy – survey strategy. In addition, this
research uses tool of data collection method – questionnaire and method of data analysis
(descriptive analysis method and crosstabs analysis method) from the software of SPSS.
This research explores that there is not the impact of gender on online impulse buying
behaviours in the UK fashion industry. In other words, this research explores that there is not a
significant difference in online impulsive buying behaviour between female customers and male
customers in the UK fashion industry. In addition, this research suggests solutions for managers
of online fashion companies in the UK to increase online impulse purchase of consumers in the
future.
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Contents
Abstract 2
Chapter 1: Introduction to the Research Topic 5
1.1 Introduction 5
1.2 Significance of the Research Area 5
1.3 Problem Statement 5
1.4 Research Aim and Objectives 6
1.5 Research Questions 6
1.6 Project Outline 6
1.7 Conclusion 7
Chapter 2: Literature Review 8
2.1 Introduction 8
2.2 Understanding of impulse purchase 8
2.3 Understanding of online impulse purchase 9
2.4 The relationship between gender perception and online impulse purchase 10
2.5 Conclusion 11
Chapter 3: Conceptual Framework/Model 12
3.1 Introduction 12
3.2 Theoretical development and hypothesis 12
3.3 Proposal conceptual framework/model 13
3.4 Conclusion 13
Chapter 4: Research Methodology 14
4.1 Introduction 14
4.2 Research approach 14
4.2.1 Underlying philosophical assumptions 14
4.2.2 Selecting suitable research approach 14
4.3 Quantitative research method 15
4.4 Research strategy 15
4.5 Empirical research methodology 15
4.5.1 Research design 15
4.5.2 Data collection 16
4.5.3 Data analysis 17
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4.6 Conclusion 17
Chapter 5: Research results 18
5.1 Introduction 18
5.2 Description of demographic information of surveyed customers 18
5.3 Research findings about the relationship between gender and online impulsive
buying behaviour in the UK fashion industry 20
5.4 Conclusion 21
Chapter 6: Analysis and Discussion 22
6.1 Introduction 22
6.2 Discussion of research findings 22
6.3 Conclusion 23
Chapter 7: Conclusion 24
7.1 Introduction 24
7.2 Research overview 24
7.3 Meeting the aim and objectives of this research 25
7.4 Statement of contributions and research novelty 26
7.5 Research implications on theory and practice 26
7.5.1 Research implications on theory 26
7.5.2 Research implications on practice 27
7.6 Research limitations 27
7.7 Recommendations for future research 28
7.8 Conclusion 29
References 30
Appendix: Questionnaire 34
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Chapter 1: Introduction to the Research Topic
1.1 Introduction
This research is about impacts of gender perceptions on online impulse purchase in the UK
fashion industry. The chapter one focuses much on presenting an introduction to the research
topic that indicates significance of the research area, research problem, research aim, research
objectives, research questions, and project outline.
1.2 Significance of the Research Area
This research will increase the literature amount regarding the impact of gender perceptions on
online impulse buying in the UK fashion industry. Indeed, there are few researchers who focus
much on investigating the impact of gender perceptions on online impulse buying in the fashion
industries in developed nations and developing nations (Awan and Zahra, 2014; Awan and
Abbas, 2015). This research will help managers of online fashion companies in developed
nations, especially the United Kingdom (the UK) to know how to increase impulse purchase of
consumers. In addition, this research will help foreign and local investors who want to open
online fashion stores in the UK to know how to motivate consumers to conduct impulse buying.
1.3 Problem Statement
Impulse buying behaviour is regarded as crucial issue regarding consumers’ purchase decision
that is identified by researchers and marketers across the globe. The impulse buying issue is an
important aspect but there are a small number of researches regarding the impact of gender
perceptions on impulse buying issue in developed nations including the United Kingdom (Awan
& Zahra, 2014). According to Thakor and Prajapati (2012), impulse products are considered as
convenience products that are characterized as low-cost and frequently bought products which
require low cognitive efforts from consumers. Impulse buying is decided as immediate and
sudden buying decision without prior intentions to purchase specific products (Shahjehan et al.,
2011). Thus, impulse buying is regarded as a natural phenomenon when incomes of consumers
are high. Moreover, innovation elements of products play a crucial role in creating impulse
buying for consumers because they motivate the consumers to buying innovative products
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(Mohan et al., 2013). The fashion industry has attracted the attention to marketing practitioners
and researchers because of its high profitability and great competition nature (Bashar et al.,
2013). The issue regarding online impulse buying in the fashion industry has been focused by
marketing practitioners. In particular, Awan and Ahson (2015) indicate that consumers make
online impulse buying decisions according to their money pocket and the innovation issue of
fashion products. Sabir et al. (2015) also agree with the viewpoints of Awan and Ahson (2015)
because the researchers indicate that consumers make online impulse buying decisions according
to their money pocket and the innovation issue of fashion products. Then, companies of fashion
products need to pay much attention to factors impacting on consumers’ online impulse buying
decisions.
1.4 Research Aim and Objectives
the UK fashion industry. In particular, this research’s objectives are as follows:
- To review the theories regarding impulse purchase
- To analyze the impact of gender on online impulse purchase in the UK fashion industry
- To suggest solutions for managers of online fashion companies in the UK to increase
online impulse purchase of consumers
1.5 Research Questions
This research’s questions are as follows:
- What are main theories regarding impulse purchase?
- How does gender affect online impulse purchase in the UK fashion industry?
- How can managers of online fashion companies in the UK increase online impulse
purchase of consumers?
1.6 Project Outline
In addition to the chapter one, this research has six additional chapters. Chapter two – Literature
review conceptualizes impulse buying, presents issues regarding online impulse buying, and
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analyzes the impact of gender on online impulse buying. Chapter three – Conceptual
framework/model develops hypothesis and proposes a conceptual framework/model. Chapter
four – Research methodology presents the chosen methodology for gaining the overall research
aim. Chapter five – Results present the relationship between gender perceptions and online
impulse purchase in the UK fashion industry. Chapter six – Analysis and discussion has the aim
of discussing research results. In addition, chapter seven – Conclusion summarizes the research
findings, indicates limitations and contributions and suggests recommendations for relevant
individuals/ organizations. Through the seven chapters, all research objectives will be gained in
the valid ways and all research questions will be answered in the detailed ways.
1.7 Conclusion
This chapter has focused much on presenting an introduction to the research topic. In particular,
this chapter has indicated the significance of the research area, the research problem, the research
aim, the research objectives, the research questions, and the project outline. The next chapter
reviews main theories regarding impulse purchase of consumers.
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Chapter 2: Literature Review
2.1 Introduction
This chapter conceptualizes impulse buying, presents issues regarding online impulse buying,
and analyzes the impact of gender on online impulse buying. Through this chapter, all main
theories regarding research objectives are analyzed in the detailed ways so that the researcher has
basic understandings for conducting the next chapters.
2.2 Understanding of impulse purchase
Because of the importance of impulse buying, there are many researchers defining it. In
particular, Beatty and Ferrell (1998) describe that impulse purchase reflects immediate buying
without any pre-shopping objectives either to buy a particular product type or to fulfil a
particular demand. According to Wakefield et al. (2008), impulse purchase behaviours occur
after a consumer experiences a purchase desire. Impulse buying is regarded as hedonically
complicated, compelling and sudden purchase behaviour that the rapidity of the process of
impulse process prevents deliberate and thoughtful considerations of alternative choices and
information. Hedonic behaviours are marked with the fun and pleasure and they are different
from utilitarian behaviours that consumers seek for economic values and functional benefits in
the process of shopping.
According to Trimzi et al. (2009), impulse purchase is regarded as the purchase of a consumer
for a product with no deliberation or little deliberation after he/ she has a powerful and sudden
urge for this. The classification of an impulse buying into four main types, that is, planned
impulse purchase, pure impulse purchase, fashion-oriented impulse purchase and reminded
impulse purchase. For the planned impulse purchase, it is partially planned but consumers do not
decide particular products. It is determined on the basis of various sales promotion types inside
stores (Verplanken and Sato, 2011). The pure impulse purchase is an escape and novelty
purchase which consumers break the trends of usual shopping (Vishnu and Raheem, 2013). The
fashion-oriented impulse purchase as the buying of new fashion products based on self-
suggestion without any prior experiences. The fashion-oriented impulse purchase may be
affected by consumers’ own positive emotion when conducting their shopping (Mattila and Enz,
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2002). The reminder impulse purchase happens when a consumer is remaindered of the demand
for a product noticing it in a store (Tendai and Crispen, 2009).
2.3 Understanding of online impulse purchase
The internet has become popular in the current context and then, consumers can use the internet
to conduct their online shopping operations. Online shopping volume is increasing substantially
in the recent time (Bikram, 2008). Managers know why consumers purchase impulsively through
online channels is very important because comparison between impulse buying made online with
impulse buying made in-store will create good conditions for the managers to knowledge the
essential elements of consumer behaviours. Impulsive buying tendency is regarded as a
personality trait that is different from individuals and affects the level of actual impulse purchase
behaviours. Online products like clothing, glasses, etc. are products bought impulsively while
functional products are regarded as the products that are not bought according to impulse buying
behaviours (Sharma and Kaur, 2015).
The internet offers much information regarding products such as specifications of products,
functions of products and other relevant information of products and then, consumers are easy to
gain such information through a few clicks (Chen, 2008). Environmental psychology plays a
crucial role in existing online impulse buying study. Consumers are more likely to feel motivated
to purchase online products impulsively when their interactions with the online shopping
environment are pleasant. According to Verhagen and Dolen (2011) suggest that representational
delight and website function convenience have substantial effects on shopping emotions of
consumers which in turn affect online impulse purchase behaviours of the consumers. Wells et
al. (2011) indicate that website quality and consumer impulsiveness substantially influence on
online impulse buying behaviours of consumers. Bressolles et al. (2007) indicate that e-service
quality factors affect customer satisfaction and online impulse buying behaviours of the
customers because the customers always expect that they can gain the high-quality e-service
quality.
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2.4 The relationship between gender perception and online impulse purchase
Dittmar et al. (1995) indicate that gender influences impulse buying. In particular, men have the
trend to conduct impulse purchase of leisure and instrument items while women have the trend to
purchase self-expressive and symbolic goods impulsively which are related to their own
emotional aspects and appearance. For the online impulse purchase, gender influences impulse
buying. Indeed, men tend to buy instrument and leisure items impulsively through online
channels while women tend to impulsively purchase fashion products like clothing, glasses, etc.
through online channels.
Coley (2003) evaluates impulse purchase behaviour regarding a demographic element – gender.
The researcher investigates differences and similarities of impulse purchase between females and
males and indicates the substantial difference amongst females and males in terms of unplanned
impulse buying. Coley (2003) also indicates a significant difference amongst product types like
magazines, books, fashion products, electronics, and sports products. Hodge (2007) explores that
elements which affect online impulse purchase in retailing environment and gender has a high
impact on online impulse buying of consumers in the retailing environment. Hung (2008)
examines elements influencing online impulse purchase of female consumers through gathering
data from quantitative online questionnaire. Factors are investigated including product-related
factors, promotions, environmental stimuli, situational factors, customer impulse purchase
tendency and demographic factors. As a result, all factors, expect for promotions, have impact on
female consumers’ online impulse buying behaviours. Sakkthivel (2010) identifies the effect of
demographic factors on online impulse buying in India and the researcher indicates that gender
has a high impact on online impulse buying in India.
Rana (2012) explores that income, education, and gender have high impacts on online impulse
purchase of consumers in India. Tifferet and Herstein (2012) reflect that gender differences will
lead to different brand commitment, online impulse purchase and hedonic consumption of
consumers. Bashar et al. (2013) reflect that demographic factors like education, age, gender and
income have high impacts on online impulse buying behaviours of consumers. Muruganantham
and Bhakat (2013) indicate that gender and other demographic factors like education, age, and
income have high impacts on impulse buying behaviours of online consumers because female
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consumers and male consumers, high-income consumers and low-income consumers, high-
education consumers and low-education consumers and high-age consumers and low-age
consumers have different online impulse buying behaviours. Liu et al. (2013) indicate that
managers of online stores need to pay much attention to demographic factors, especially gender
of consumers because gender affects on online impulse purchase of the consumers. Indeed,
female consumers prefer to buy fashion products impulsively through online channels but male
consumers seem to not prefer to purchase fashion products impulsively through online channels.
2.5 Conclusion
This chapter has conceptualized impulse buying and has presented issues regarding online
impulse buying. Moreover, this chapter has analyzed the impact of gender on online impulse
buying. This chapter is basic information for the development of hypothesis and for development
of conceptual framework/model. The next chapter develops hypothesis and proposes a
conceptual framework/model for this research.
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Chapter 3: Conceptual Framework/Model
3.1 Introduction
This chapter develops hypothesis and proposes a conceptual framework/model. In particular, this
chapter bases on the theories reviewed in the chapter two to give hypothesis and to propose a
conceptual framework/model for this research. The conceptual framework/model is used to gain
the research objectives.
3.2 Theoretical development and hypothesis
Dittmar et al. (1995) indicate that gender influences impulse buying because men have the trend
to conduct impulse purchase of leisure and instrument items while women have the trend to
purchase self-expressive and symbolic goods impulsively which are related to their own
emotional aspects and appearance. Coley (2003) evaluates gender influences impulse buying.
Hodge (2007) explores that gender has a high impact on online impulse buying of consumers in
the retailing environment. Hung (2008) indicate that product-related factors, environmental
stimuli, situational factors, customer impulse purchase tendency and demographic factors
(income, gender, and educational level) have impact on female consumers’ online impulse
buying behaviours. Sakkthivel (2010) indicates that gender has a high impact on online impulse
buying in India. Rana (2012) explores that income, education, and gender highly affect online
impulse purchase of consumers in India. Tifferet and Herstein (2012) reflect that gender
differences will lead to different brand commitment, online impulse purchase and hedonic
consumption of consumers. Bashar et al. (2013) reflect that demographic factors like education,
age, gender and income have high impacts on online impulse buying behaviours of consumers.
Muruganantham and Bhakat (2013) indicate that gender and other demographic factors like
education, age, and income have high impacts on impulse buying behaviours of online
consumers. In addition, Liu et al. (2013) indicate that managers of online stores need to pay
much attention to demographic factors, especially gender of consumers because gender affects
on online impulse purchase of the consumers. Based on the above theoretical development, this
research proposes a hypothesis for the relationship between gender perception and impulse
buying behaviour in the UK fashion industry as follows:
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Hypothesis: There is not a significant difference in impulsive buying behaviour between
female customers and male customers in the UK fashion industry.
3.3 Proposal conceptual framework/model
Gender
3.4 Conclusion
Impulse buying
behaviour
This chapter has based on the theories reviewed in the chapter two to give hypothesis and to
propose a conceptual framework/model for this research. The next chapter will present the
chosen methodology for gaining the overall research aim and then, the next chapter will choose
the suitable research methodology for this research.
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Chapter 4: Research Methodology
4.1 Introduction
This chapter presents the chosen methodology for gaining the overall research aim. In particular,
this chapter indicates suitable research approach, suitable research method, and suitable research
strategy. In addition, this chapter indicates research design, data collection method and method
of data analysis.
4.2 Research approach
4.2.1 Underlying philosophical assumptions
There are four main underlying philosophical assumptions. Firstly, ontological assumptions
reflect that there are defined, fixed, observable and measurable realities (the nature of realities).
Secondly, epistemological assumptions reflect that genuine knowledge is quantifiable and
objective and the science goal is to expand and test theories. Thirdly, axiological assumptions
mean that subjectivity is misleading and objectivity is effective (the role of values). Finally,
methodological assumptions require objective analyses and measurements to generate valid
knowledge (Saunders et al., 2012). Through the philosophical assumptions, the researchers can
choose the research philosophies that are suitable with them to gain all research objectives.
4.2.2 Selecting suitable research approach
There are three main research philosophies that researchers can pursue to gain their own study
goals. Interpretivism philosophy is related to use subjective ideas to analyze study items
(Biggam, 2008). Positivism philosophy is to gather reliable and objective evidence to analyze
study items (Saunders et al., 2012). Pragmatism philosophy is to collect objective evidence and
use subjective viewpoints to analyze study items (Creswell, 2013). For this research, with the
epistemological assumptions, positivism research approach is chosen because this research
collects reliable evidence to explore research phenomenon and the research findings of this
research will become reliable like the research findings of scientific and physical researches
(Bajpai, 2011). Thus, with the reliable research findings, this research can be regarded as reliable
reference source for companies in the UK fashion industry.
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4.3 Quantitative research method
A qualitative research method is suitable with researches focusing much on explaining research
phenomenon in the detailed way while a quantitative research method is suitable with studies
focusing much on measuring and evaluating research phenomenon (Biggam, 2008). For this
research, the quantitative research method is used because this research focuses much on
measuring research phenomenon through numerical data collected from questionnaire-based
survey (Bruce et al., 2008). In addition, the quantitative research method is used because it often
relates to examining the correlation amongst factors (Saunders et al., 2012). The research has a
research aim about examining the correlation amongst factors. Indeed, this research is about
analyzing the impact of gender on online impulse purchase in the UK fashion industry and then,
the quantitative research method is suitable with this research.
4.4 Research strategy
Researchers can use case study strategy to investigate a single research case like an organization
to have detailed understandings about the single research case (Saunders et al., 2012).
Researchers can use survey strategy to save the research time and the research costs by collecting
data from people representative of the targeted population (Biggam, 2008). This research uses
questionnaire-based survey because this research has a great emphasis on gathering the research
information/ data from the representative individuals in the targeted population. In addition, the
survey strategy is used because it creates a model that explains the correlation amongst factors
(Cohen et al., 2011).
4.5 Empirical research methodology
4.5.1 Research design
This research uses questionnaire to get desired data to gain all research objectives. This research
uses the questionnaire because it helps this research to gain numerical data to examine the impact
of gender on online impulse purchase in the UK fashion industry. With the anonymous feature of
the questionnaire, surveyed individuals will be willing to offer real answers to this research. In
addition, with the well-structured feature of the questionnaire, this research can gain more
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uniform data to gain research objectives (Cargan, 2007). The content of the questionnaire is
based on the theory from chapter two. Table 1 indicates basic structure of the questionnaire.
Table 1: The questionnaire’s basic structure
Information The number of Type of question Linked to references
questions
Demographic 4 questions Closed-ended By the author of this
information of question study
surveyed
individuals
Impulsive 10 questions Likert-scale Hodge (2007) and
buying question Hung (2008)
behaviour
4.5.2 Data collection
This research uses the instrument of data collection, that is, questionnaire. For this research, the
systematic sampling method (random sampling method) is used to choose a suitable a sample for
this research. This research chooses the systematic sampling method because it ensures the
generalization of collected information from participants which leads to the generalization of
research findings (Sharma, 2005). For the sampling size of this research, this research decides to
survey 100 customers including male and female customers in the UK who have bought fashion
products through online systems. The sampling size is 100 customers because the sampling size
should be at least 5 times higher than items in the questionnaire (Thompson, 2013). Indeed, with
10 items in the questionnaire, the sampling size for this research should be 50 customers or
above. In addition, Struwig et al. (2001) indicate that the survey strategy with use of the
questionnaire should have a sample of 100-150 people. Thus, this research decides to collect data
from 100 customers in the online fashion industry in the UK. This research introduces the
research goals to surveyed customers so that the customers have the deep understandings about
the research objectives and they can be voluntary to participate in the survey of this research.
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4.5.3 Data analysis
For this research, the software of SPSS is used and methods of data analysis are chosen: (1)
descriptive analysis method and (2) crosstabs analysis method. For the descriptive analysis
method, this research will describe individual information of surveyed customers such as gender,
age, educational level and marital status. For the crosstabs analysis method, this research
examines whether there is an impact of gender on online impulse purchase in the UK fashion
industry. In other words, the crosstabs analysis method will help this research to evaluate
whether there is a significant difference in impulsive buying behaviour between female
customers and male customers in the UK fashion industry. Through the two methods of data
analysis, all research data that are collected from the questionnaire will be analyzed in the
reliable way and then, the research findings will become reliable to explore the impact of gender
on the online impulse buying behaviours of consumers in the UK fashion industry.
4.6 Conclusion
This chapter has presented the chosen methodology for gaining the overall research aim. In
particular, this chapter has indicated reasons for suitable research approach – positivism research
approach, suitable research method – quantitative research method, and suitable research strategy
– survey strategy. In addition, this chapter indicates research design, data collection method
(questionnaire) and method of data analysis (descriptive analysis method and crosstabs analysis
method). The next chapter will present the research findings about the relationship between
gender perceptions and online impulse purchase in the UK fashion industry.
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Chapter 5: Research results
5.1 Introduction
This chapter presents the relationship between gender perceptions and online impulse purchase
in the UK fashion industry. In particular, this chapter presents the demographic information of
surveyed customers in the UK fashion industry and analyzes whether there is an impact of
gender on online impulse purchase in the UK fashion industry or evaluates whether there is a
customers in the UK fashion industry.
5.2 Description of demographic information of surveyed customers
This research offered the 100 questionnaires to 100 customers in the online fashion industry in
the UK. However, after examining all these questionnaires, there were 3 questionnaires that were
not totally answered by customers in the online fashion industry in the UK. Hence, the
information of 97 remaining questionnaires is applied for answer the study hypothesis. The
demographics information of the 97 customers is indicated in table 2.
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Table 2: Demographics information of surveyed individuals in the online fashion industry
in the UK
Surveyed customer’s demographics Frequency Percentage (%)
information
Gender Male 46 47.4%
Female 51 52.6%
Age Under 30 years old 25 25.8%
30 years old – 34 years 17 17.5%
old
old
old
45 years old and over 19 19.6%
Marital status Married 60 61.9%
Single 37 38.1%
Education level Bachelor degree 31 32%
Master degree 39 40.2%
PhD degree 27 27.8%
In terms of the table 2, there are 47.4% of male customers in the online fashion industry in the
UK participating in the survey and there are 52.6% of female customers in this industry joining
the survey. The majority of surveyed customers are young individuals aged 39 and under,
accounting for 62.9% of the total surveyed customers in the online fashion industry in the UK
and there are 37.1% of surveyed customers aged 40 and over. There are 61.9% of married
customers in the online fashion industry in the UK participating in the survey while there are
38.1% of single customers in this industry joining the survey. In addition, surveyed customers
are people with the high educational level (PhD degree and Master degree), accounting for 68%
of the total surveyed customers in the online fashion industry in the UK and there are 32% of
surveyed customers with the Bachelor degree. Through this part, this research has had a detailed
description of demographics information of surveyed customers in the online fashion industry in
the UK.
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5.3 Research findings about the relationship between gender and online impulsive buying
behaviour in the UK fashion industry
In order to assess the correlation amongst gender and online impulse buying behaviour of
customers in the UK fashion industry, this study uses the method of crosstabs analysis.
Narayannan (2015) and Cleophas and Zwinderman (2011) indicate that a key standard for the
correlation amongst two factors in the method of crosstabs analysis is that Pearson Chi-Square
must be smaller than 0.05. Hence, this research follows the key standard in the method of
crosstabs analysis. The results of crosstabs analysis about the correlation amongst gender and
online impulse buying behaviour of customers are indicated in table 3 and table 4.
Table 3: Crosstabulation result of the correlation amongst online impulse buying
behaviour of customers and their gender in the UK fashion industry
Gender of customer
Female Male Total
Online Strong Count 5 0 5
impulse disagree
buying % within Gender 9.8% 0% 5.2%
behaviour Disagree Count 3 3 6
(OIBB)
% within Gender 5.9% 6.5% 6.2%
Neutral Count 24 25 49
% within Gender 47.1% 54.3% 50.5%
Agree Count 9 8 17
% within Gender 17.6% 17.4% 17.5%
Strongly agree Count 10 10 20
% within Gender 19.6% 21.7% 20.6%
Total Count 51 46 97
% within Gender 100% 100% 100%
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Table 4: Result of Chi-Square test of the correlation amongst online impulse buying
behaviour of customers and their gender in the UK fashion industry
Value Df Asymp. Sig.
(2-sided)
Pearson Chi-Square 4.834 4 0.305
Likelihood Ratio 6.753 4 0.150
Linear-by-Linear Association 1.160 1 0.281
N of Valid Cases 97
Based on the table 3, male and female customers in the online fashion industry in the UK are
much interested in online buying of fashion products. Moreover, based on the table 4, the finding
of Chi-Square test reflects that sig. (p-value) of 0.305 is greater than 0.05. It means that gender
of customers does not have any impact on their online impulse buying behaviour in the UK
fashion industry. In other words, there is not a significant difference in impulsive buying
behaviour between female customers and male customers in the UK fashion industry. Hence, the
hypothesis of this research is not confirmed.
5.4 Conclusion
This chapter has presented the relationship between gender perceptions and online impulse
purchase in the UK fashion industry. In particular, this chapter has presented the demographic
information of surveyed customers in the UK fashion industry and has analyzed the correlation
amongst gender and online impulse purchase in the UK fashion industry. This research explores
that there is not the impact of gender on online impulse buying behaviours in the UK fashion
industry. In other words, this research explores that there is not a significant difference in online
impulsive buying behaviour between female customers and male customers in the UK fashion
industry. The next chapter will present the discussions of the research findings about the
relationship between gender perceptions and online impulse purchase in the UK fashion industry.
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Chapter 6: Analysis and Discussion
6.1 Introduction
This chapter has the aim of discussing research results. In particular, this chapter will discuss
whether the research findings of this research are similar with the research results of earlier
studies. Through this chapter, the researcher can evaluate the meaningfulness of the research
findings of this research.
6.2 Discussion of research findings
This research has explored that there is not the impact of gender on online impulse purchase in
the UK fashion industry. In other words, this research explores that there is not a significant
difference in online impulsive buying behaviour between female customers and male customers
in the UK fashion industry. The research findings are not similar with the research findings of
earlier studies including Dittmar et al. (1995), Coley (2003), Hodge (2007), Sakkthivel (2010),
Rana (2012), Tifferet and Herstein (2012), Bashar et al. (2013), Muruganantham and Bhakat
(2013) and Liu et al. (2013) because the earlier studies indicate that there is the impact of gender
on online impulse purchase in the fashion industry. In particular, the earlier studies indicate that
gender influences impulse buying behaviour of customers in the fashion industry. Indeed, men
do not have the trend to conduct impulse purchase of online fashion products while women have
the trend to conduct impulse purchase of online fashion products. The earlier studies reflect that
there are different impulse purchase behaviours between female customers and male customers.
Female consumers prefer to buy fashion products impulsively through online channels but male
consumers seem to not prefer to purchase fashion products impulsively through online channels.
For the online fashion industry in the UK, male and female customers in the online fashion
industry in the UK are much interested in online buying of fashion products. Gender of
customers does not have any impact on their online impulse buying behaviour in the UK fashion
industry. There is not a significant difference in impulsive buying behaviour between female
customers and male customers in the UK fashion industry because both male customers and
female customers have similar impulse buying behaviours toward online fashion products.
Indeed, in the UK, both male customers and female customers pay much attention to their own
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fashion styles and they often make unplanned purchases of online fashion products. Both male
customers and female customers often buy online fashion products spontaneously and they have
the positive thoughts about online fashion products. Both male customers and female customers
introduce online fashion products to their relatives and friends and they consider online purchase
of fashion products as their hobby. They are willing to purchase online fashion products with the
high price levels when they like the quality of the online fashion products. They are willing to
purchase online products with the high prices levels when they like the fashion styles of the
online fashion products. In short, both male customers and female customers in the fashion
industry in the UK have the high online impulse purchase behaviours.
6.3 Conclusion
This chapter has discussed the research findings of this research and this research has explored
that the research findings of this research are similar with the research results of earlier studies.
Through this chapter, the researcher has evaluated the meaningfulness of the research findings of
this research. The next chapter will summarize the research findings, indicates limitations and
contributions and suggests recommendations for relevant individuals/ organizations.
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Chapter 7: Conclusion
7.1 Introduction
This chapter summarizes the research findings, indicates limitations and contributions and
suggests recommendations for relevant individuals/ organizations. Through this chapter, this
research can help managers of online fashion companies in the UK to know the approach to
increase online impulse purchase of consumers in the future.
7.2 Research overview
The three research objectives described in the chapter one of this research are to review the
theories regarding impulse purchase, to analyze the impact of gender on online impulse purchase
in the UK fashion industry and to suggest solutions for managers of online fashion companies in
the UK to increase online impulse purchase of consumers. The researcher has seriously obeyed
the following study processes to gain the research objectives:
The first stage of the study processes is to complete the first study objective by conceptualizing
impulse buying, presenting issues regarding online impulse buying, and analyzing the impact of
gender on online impulse buying. Then, this research suggests the hypothesis for this research
and the conceptual model for this research. Through the first stage, all main theories regarding
research objectives are analyzed in the detailed ways so that the researcher has basic
understandings for conducting this research.
The second stage of the study processes is to choose the study methodology for this research.
This research is performed through the philosophy of positivism, quantitative research method,
and questionnaire-based surveys strategy, systematic sampling method and sampling size of 100
customers in the online fashion industry in the UK and the tool of SPSS software.
The final stage of the study processes is to gain two remaining study objectives of this research.
The questionnaire is offered to 100 customers in the online fashion industry in the UK. However,
the information of 97 questionnaires is appropriate with the process of data analysis because the
information in the 3 questionnaire is not completed by the surveyed customers. In the chapter 5
24

of this research, the research data are analyzed by the tool of SPSS software, and in the chapter 6
of this research, the study results are analyzed and discussed.
7.3 Meeting the aim and objectives of this research
the UK fashion industry. In particular, this research’s objectives are as follows: (1) to review the
theories regarding impulse purchase, (2) to analyze the impact of gender on online impulse
purchase in the UK fashion industry and (3) to suggest solutions for managers of online fashion
companies in the UK to increase online impulse purchase of consumers. The aim and objectives
of this research have been completed by this research and the following research conclusions
prove the achievement of the aim and objectives of this research:
Firstly, this research has completed the first study objective because the chapter two has
conceptualized impulse buying, has presented issues regarding online impulse buying, and
analyzed the impact of gender on online impulse buying behaviours. In addition, in the chapter
three, this research suggests the hypothesis for this research and the conceptual model for this
research.
Secondly, this research has completed the second study objective because this research explores
that there is not the impact of gender on online impulse buying behaviours in the UK fashion
industry. In other words, this research explores that there is not a significant difference in online
impulsive buying behaviour between female customers and male customers in the UK fashion
industry.
Finally, this research completes the last study objective because the chapter seven of this
research suggests solutions for managers of online fashion companies in the UK to increase
online impulse purchase of consumers in the future. Through this chapter, managers of managers
of online fashion companies in the UK will know how to increase online impulse purchase of
consumers in the future. The achievement of all the research objectives means that this research
has achieved the overall research aim.
25

7.4 Statement of contributions and research novelty
This research has three main contributions as follows:
Firstly, this research can help managers of online fashion companies to know what the online
impulse buying behaviours of customers are and how gender of customers affects the online
impulse buying behaviours. This is the first contribution of this research. Secondly, this research
can increase the number of the literature investigating the impact of gender on the online impulse
buying behaviours of customers in the context of the UK fashion industry. Then, other studies
can use this research to have deep understandings about how gender of customers affects the
online impulse buying behaviours in the UK fashion industry. This is the second contribution of
this research. Thirdly, this research can help investors who want to open online fashion
companies in the UK to know what the online impulse buying behaviours of customers are and
how gender of customers affects the online impulse buying behaviours. This is the last
contribution of this research.
7.5 Research implications on theory and practice
7.5.1 Research implications on theory
This research has explored that there is not the impact of gender on online impulse purchase in
the UK fashion industry. In other words, this research explores that there is not a significant
difference in online impulsive buying behaviour between female customers and male customers
in the UK fashion industry. Thus, the research findings are not similar with the research findings
of earlier studies. This research has explored the new research findings that can be suitable with
the current context in the UK fashion industry. In the past time, the earlier studies indicate that
there is the impact of gender on online impulse purchase in the fashion industry. In particular, the
earlier studies indicate that gender influences impulse buying behaviour of customers in the
fashion industry. Indeed, men do not have the trend to conduct impulse purchase of online
fashion products while women have the trend to conduct impulse purchase of online fashion
products. However, for the online fashion industry in the UK, male and female customers in the
online fashion industry in the UK are much interested in online buying of fashion products.
Gender of customers does not have any impact on their online impulse buying behaviour in the
26

UK fashion industry. There is not a significant difference in impulsive buying behaviour between
female customers and male customers in the UK fashion industry because both male customers
and female customers have similar impulse buying behaviours toward online fashion products.
7.5.2 Research implications on practice
This research has explored that there is not a significant difference in online impulsive buying
behaviour between female customers and male customers in the UK fashion industry. Hence, the
managers of online fashion companies need to pay much attention to this. Indeed, in the UK,
both male customers and female customers pay much attention to their own fashion styles and
they often make unplanned purchases of online fashion products. They are willing to purchase
online fashion products with the high price levels when they like the quality of the online fashion
products and they like the fashion styles of the online fashion products. In short, both male
customers and female customers in the fashion industry in the UK have the high online impulse
purchase behaviours. Then, the managers of online fashion companies need to produce more
high-quality fashion products to increase online impulsive buying behaviours of both female
customers and male customers.
7.6 Research limitations
There are four main limitations that the further studies should improve them to increase the
validity and the reliability of research findings. The main limitations are presented as follows:
Firstly, this research only emphasizes the research scope regarding the impact of gender
perceptions on online impulse purchase in the UK fashion industry. Hence, the future study
needs to ensure the expansion of the study scope by investigating the impact of gender
perceptions on online impulse purchase in other industries in the UK such as electronics
industry, retailing industries, etc.
Secondly, this research only investigates the impact of gender perceptions on online impulse
purchase in the UK fashion industry. Thus, the future study should investigate the impact of
gender perceptions on online impulse purchase in the global fashion industry so that the future
study has the generalization of research findings.
27

Thirdly, this research only investigates the impact of gender perceptions on online impulse
purchase in the UK fashion industry. Hence, the future study should investigate the impact of
gender and other demographics information like educational level, income, age, etc. on the
online impulse purchase in the UK fashion industry.
Finally, this research only collects data from 100 customers in the online fashion industry in the
UK and the information from the 97 customers is valid. Hence, the future study should have the
expansion of the sampling size so that the future study can increase the generalization of research
findings.
7.7 Recommendations for future research
Based on the research findings, the researcher suggests solutions for managers of online fashion
companies in the UK to increase online impulse purchase of consumers in the future:
Firstly, managers of online fashion companies in the UK should understand that there is not a
customers in the UK fashion industry. Then, the online fashion companies in the UK need to
have marketing strategies that focus much on increasing positive perceptions of both male
customers and female customers. They need to introduce their fashion products to both male
customers and female customers and then, their revenues and profits for their fashion products
will be increased significantly.
Secondly, managers of online fashion companies in the UK should design their websites with the
attractive features that both female customers and male customers are easy to find the necessary
information regarding the fashion products and feel attractive to buy the fashion products
provided on the websites. The information regarding the fashion products provided on the
websites must be reliable and valid and they must deliver the online fashion products to
consumers in the UK in the reliable and valid ways. The quality of online fashion products
delivered to consumers must be suitable with the information provided on the websites. As a
result, consumers in the UK can believe the websites and are willing to buy the online fashion
products from the online fashion companies in the UK.
28

Thirdly, managers of online fashion companies in the UK should use social media sites to
introduce their fashion products to consumers in the UK. Indeed, more and more consumers,
especially young consumers have focused much on using sites of social media to find the
information regarding fashion products and to share the information regarding the fashion
products with their relatives and friends. Thus, the online fashion companies in the UK can
increase the positive perceptions of consumers in the UK by introducing their fashion products
through sites of social media. In addition, marketing approaches from sites of social media are
money-saving approaches and then, it takes a small amount of money for the online fashion
companies to conduct their marketing operations.
Finally, managers of online fashion companies in the UK should offer high-quality and
fashionable products to both female customers and male customers because both male customers
and female customers are willing to purchase online fashion products with the high price levels
when they like the quality of the online fashion products. In addition, they are willing to
purchase online products with the high prices levels when they like the fashion styles of the
online fashion products. In short, both male customers and female customers in the fashion
industry in the UK have the high online impulse purchase behaviours. The managers of online
fashion companies in the UK should have continuous researches about the needs and
expectations of consumers in the UK to create innovative fashion products to satisfy the needs
and the expectations of the UK consumers.
7.8 Conclusion
This chapter has summarized the research findings, has indicated limitations and contributions
and has suggested recommendations for relevant individuals/ organizations. Through this
chapter, this research can help managers of online fashion companies in the UK to know the
approach to increase online impulse purchase of consumers in the future. However, the online
impulse buying behaviours of customers in the fashion industry in the UK change over time and
then, it is important for other studies to investigate the online impulse buying behaviours of
customers in the fashion industry in the UK in the next two years.
29

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Appendix: Questionnaire
Dear Sir/ Madam,
I am performing a dissertation about impact of gender on online impulse purchase in the UK
fashion industry. You are a UK customer who buys fashion products through online systems and
then, your answers are very valid for me to complete this dissertation. This questionnaire
includes two parts:
Part A: Demographic information
34

Part B: The impact of gender on online impulse purchase in the UK fashion industry
Please indicate your assessment about the following statement by ticking one of the five answers
as follows:
No. Content 1 2 3 4 5
Online impulse purchase behaviour
1 You often make unplanned purchases of online fashion
1 2 3 4 5
products
2 You often buy online fashion products spontaneously 1 2 3 4 5
3 You always base on the list of online shops to conduct
1 2 3 4 5
buying of online fashion products
4 You have the positive thoughts about online fashion
1 2 3 4 5
products
5 You are an avid online fashion fan 1 2 3 4 5
6 You introduce online fashion products to your relatives
1 2 3 4 5
and friends
7 You consider online purchase of fashion products as your
1 2 3 4 5
hobby
8 You are willing to buy online fashion products with the
1 2 3 4 5
high price levels when you like their quality
9 You are willing to buy online fashion products with the
1 2 3 4 5
high price levels when you like their fashion style
10 You have the high online impulse purchase behaviour 1 2 3 4 5
35

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