Factors influencing consumers impulse online buying on clothing and accessories case study: students of Cosmopoint College of Technology Campus Kota Kinabalu 2 / Marsha Babie A. Mojitoh

The objective of the current study is to identify the factors that motivate consumers to purchase clothing and accessories online on impulse and to study which of these factors lead to consumers' impulse online buying behavior. For this purpose, a set of 90 questionnaires were distributed of which 82 were returned and provide valuable information which very usable for the current research data analysis. Findings results shows that the Cronbach's Alpha value is 0.892 where it is considered as reliable and excellent. The recorded coefficient in the multiple linear regression analysis shows that website characteristic and mood affect is accepted because of its significant value of 0.024 and 0.002 respectively in which these two independent variables has a relationship with the dependent variable.