Influence of Online Convenience on Generation Z Online Impulsive Buying Behaviour in the Fashion Industry in Nigeria

This study examining the influence of online convenience to the impulsive purchasing response of consumers of Generation Z in the fashion industry of Nigeria. Based on the theory of Stimulus-Organism-Response (S-O-R), the experiment centers on the two categories of convenience (five) such as access, search, evaluation, transaction, and relationship convenience. The study adopted a positivist philosophy and deductive research approach. A quantitative survey methodology was employed, targeting a purposive sample of 110 Generation Z respondents aged 18–24. Data were collected through structured online questionnaires and analysed using multiple linear regression in SPSS. Findings revealed that transactional convenience (β = 0.227, p < 0.05) and relationship convenience (β = 0.455, p < 0.05) significantly influenced impulsive buying behaviour, indicating that smooth checkout processes and personalised interactions promote spontaneous fashion purchases. However, access, search, and evaluation convenience showed no significant effect. The study concludes that digital-native consumers are less swayed by general accessibility and more by relational and transactional ease. It recommends that fashion retailers prioritise seamless transactions and customised engagement strategies to stimulate impulse buying. Future research should expand to larger samples and integrate qualitative insights for deeper behavioural understanding.