Online shopping and alleviation of boredom
Earlier studies have suggested that consumers engage in physical shopping to alleviate boredom. In a recent study, researchers at University of Borås have now found indications that a similar relationship may exist also regarding online shopping of fashion. Researchers Malin Sundström, Sara Hjelm-Lidholm and Anita Radon, at the Swedish Institute for Innovative Retailing in Borås, Sweden, have found that boredom may trigger impulse shopping of online fashion items. Using a semi structured interview technique, 14 Swedish young consumers in the age of 20-30 years were interviewed. The authors find that the respondents use online shopping of fashion to alleviate boredom. The implications of the study are that when experiencing feelings of boredom, the consumers may be more easily be triggered to engage in online shopping when exposed to marketing stimulus, such as low price, and free delivery. The underlying drivers of the behavior are suggested to be feelings of belonging and identification with a certain group, which are experienced when consuming a piece of fashion. The article, entitled “Clicking the boredom away, Exploring impulse fashion buying behavior online”, is available at Journal of Retailing and Consumer Services (47), 2019, pp. 150-156.