E-Impulsive Buying in fashion e-Markets: The Role of UI Design

With the advent of 3G to 4G to 5G technology, e-commerce is mushrooming day by day. Increased investment in e-commerce companies as a result of technological advancements has leveled the playing field for new businesses to establish their bases and created innovative patterns to challenge conventional behavior. The increased use of e-commerce platforms, enhanced internet access, and shifting consumer behaviour have all contributed to an increase in eimpulsive buying in India. In this study, SOR Model was adopted where visual attractiveness, model display, perceived ease of use and navigational structure acted as stimulus, positive emotions as organism and e-impulsive buying as response. This study adopted SMART PLS 4.0 software to analyse the data given by 250 respondents. The results indicated positive relationship between visual attractiveness, model display and perceived ease of use with positive emotions and positive emotions increasing the chances of e-impulsive buying.