Abstract:
This study aims to analyze the influence of electronic word of mouth (e-WOM) and
perceived ease of use on impulsive buying among fashion consumers in e-commerce,
with self control as a moderating variable. Using a quantitative approach, this study
involved 252 respondents who actively shop for fashion products on digital platforms,
the data were analyzed using the SEM-PLS method. The results show that e-WOM and
perceived ease of use have a significant positive effect on impulsive buying, while
selfcontrol has a significant negative effect. In addition, self control strengthens the
influence of e-WOM but weakens the influence of perceived ease of use on impulsive
buying. This indicates that impulsive buying decisions are influenced by the presence of
stimuli from digital social factors, technological convenience, and consumer self control.
These findings are important for e-commerce industry players to consider in designing
efficient and effective marketing strategies.
