Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outlets. Issue 2 (22nd January 2021)

• Record Type: Journal Article
• Authors: Jain, Shailesh; Gandhi, Aradhana Vikas
• Is Part Of: International journal of innovation science. Volume 13:Issue 2(2021)
• Page Start: 193
• Page End: 204
• Publication Date: 2021-01-22
• Subjects: India -- Artificial intelligence -- Fashion retail -- Impulse purchase -- Modern technology; Creative thinking -- Periodicals; Creative ability -- Periodicals; Creative ability in business -- Periodicals; Creative ability in technology -- Periodicals; Technological innovations -- Periodicals; 153.35
• DOI: 10.1108/IJIS-10-2020-0181
• Languages: English
• ISSNs: 1757-2223

Abstract

Abstract : Purpose: This paper aims to understand the impact of modern technologies such as artificial intelligence on impulse buying behaviour of Indian shoppers specifically in fashion retail outlets. Design/methodology/approach: The empirical study on the effect of artificial intelligence on impulse purchase decisions was conducted through an e-survey of the Indian shoppers. The data collected was analysed using factor analysis and multiple regression analysis. Findings: The impact of modern technologies which are used by the retailers to enhance sale and consumer engagement was studied. The relationship between use of artificial intelligence parameters such as the purchase duration, recommended products, product information and human interaction and its impact on Impulse Purchase was studied and the results revealed that all these factors except product information had a significant impact on the impulse purchase decision of the buyer. Practical implications: This study will be useful to the fashion retailers to gauge the effect of incorporating artificial intelligence and its impact on driving sales by attracting shoppers to their outlets. Originality/value: This study specifically focusses on the impact of modern technologies on impulse purchase of Indian shoppers in fashion retail outlets. Other research works have focussed on impact of visual merchandising, store layouts, store environment and promotional activities on impulse purchases. This is one of the few studies which deals with the impact of artificial intelligence on impulse buying behaviour of Indian shoppers specifically in the fashion retail segment.