The Role of Hedonic Motivation in Online Clothing Purchase Decisions

This paper explains the influence of hedonic motivation on consumer decisions during online clothing purchasing. As e-commerce continues to expand, shopping behavior has evolved beyond the usual needs, often driven by emotional factors. Hedonic motivation, characterized as pleasure resulted from browsing, discovering appealing new items, and enjoying a seamless shopping experience, plays a crucial role in shaping these decisions. The research highlights aspects of hedonic motivation, including the attractiveness of products, excitement of discovering new styles, and the sense of reward associated with indulging in online shopping. These elements not only explain the overall shopping experience, but also stimulate impulsive tendencies, particulary when consumers encounter personalized recommandations or limitted-time offers. Moreover, the study examines how hedonic motivation has an important role in customers behavior, releaving that consumers who feel positive emotions during the procces of shopping, are more likely to feel satisfied with their purchases, even if the product has no real utility for them. This emotional connection, usualy leads to repeated purchases and increased loyalty. Strategies such as creating visiualy enaging interfaces and offering organized collections are recommended to enhance the impact of hedonic motivation.