EXAMINING FACTORS AFFECTING ONLINE IMPULSE BUYING OF APPARELS AMONG CONSUMERS IN KOTA KINABALU

Abstract

 This research aims to examine the relationship between shopping environment, website quality, promotion, and perceived enjoyment toward online impulse buying of apparel among consumers in Kota Kinabalu. This paper is focused on secondary data sources of references and analyses of publications in selected papers on online impulse buying. This paper highlights past studies on the relationship between the antecedents and the application of S-OR theory in explaining the relationship. The work of the researcher is a genuine reference to published literature and seeks to contribute to the development of knowledge by adapting and testing the mediating effect of perceived enjoyment in the relationship between shopping environment, website quality, and promotion toward online impulse buying.