Mid Sweden University

Sales promotion techniques provided by marketing strategies have increased and become an important factor in the fashion industry. In today's society, customers are more knowledgeable and have easier access to online information, especially in the cohort study of this research. Hence, the purpose of this study is to delve deeper into the influence of limited-time promotions on bargain-induced impulsivity in the online purchasing behavior of millennials and post-millennials, specifically within the online fashion industry. The empirical findings of this study were obtained through a qualitative analysis of six semi-structured interviews conducted with millennials (born between 1982 and 1996) and post-millennials (born between 1997 and 2012). These interviews provided rich and in-depth information about participants' behaviors toward online impulsive purchasing. The data collected was analyzed and discussed along with existing literature to determine the influence of factors such as limited time offers, mood and hedonic consumption, on the impulsive buying behaviors of these cohorts. The findings indicate that unplanned online shopping is significantly driven by promotional offers and the emotional state of individuals seeking hedonic pursuits. Consequently, fashion products are often bought impulsively. The study highlights mood, hedonic consumption, and limited-time offers as key factors influencing impulsive buying behaviors.