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Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outlets

Shailesh Jain (Department of Marketing, Symbiosis Centre for Management and Human Resource Development, Symbiosis International (Deemed) University, Pune, India)
Aradhana Vikas Gandhi (Department of Marketing, Symbiosis Centre for Management and Human Resource Development, Symbiosis International (Deemed) University, Pune, India)

International Journal of Innovation Science

ISSN: 1757-2223

Publication date: 25 January 2021

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.

Keywords

Citation

Jain, S. and Gandhi, A.V. (2021), "Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outlets", International Journal of Innovation Science, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJIS-10-2020-0181

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Publisher

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Emerald Publishing Limited

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