THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND PERCEIVED EASE OF USE ON IMPULSIVE BUYING OF FASHION PRODUCT IN E-COMMERCE: THE MODERATING ROLE OF SELF CONTROL

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.