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Impact of Mood of the Millennial Customers on Purchase of Apparels Online

Impact of Mood of the Millennial Customers on Purchase of Apparels Online
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Author(s): Anusha Thakur (Stellarix Consultancy Services, India)
Copyright: 2021
Pages: 21
Source title: Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-8957-1.ch077

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Abstract

In today's scenario, the millennials are keen towards the mobile technology wherein they expect to use the best of it in all aspects of their lives. Online channels help the millennials to enhance their shopping experiences by taking a glance at the reviews, ratings, value, and pricing of the products. This can be attributed to the streamlined services coupled with the free trials and delivery, and additional discounts offered by the apps. But, at the same time, how their mood affects their decision is still a question. For instance, if the consumers are in a good mood, they are likely to shop more. However, if they are in a low mood, they might not shop for anything. This study includes the mind and mood analysis of the young millennial consumers while shopping for apparels online. The study will involve in-depth interviews of 21 customers. The analysis will be done through the Leximancer tool. Additionally, this chapter would help the retailers understand the range of mood, which the customers display while purchasing apparels online and accordingly devise their strategies.

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