Volume 15, Issue 10 · IJARST · ISSN 2319-1783 / 2320-1126

Influence of Short-Form Video Characteristics on D2C Fashion Impulse Purchases Among Gen Z Women in Bangalore

Influence of Short-Form Video Characteristics on D2C Fashion Impulse Purchases Among Gen Z Women in Bangalore is an open-access, peer-reviewed research paper by Savanam Chandra Sekhar* and Shaik Tasleema, published in Volume 15, Issue 10 of the International Journal of Advanced Research in Science and Technology (IJARST), a UGC-approved journal (Print ISSN 2319-1783, Online ISSN 2320-1126).

Author

Savanam Chandra Sekhar* and Shaik Tasleema

Abstract

The rapid growth of short-form video (SFV) has transformed product discovery and social commerce, particularly among Generation Z consumers. This study examines the relationships between SFV characteristics and D2C fashion impulse purchase behaviour among Gen Z women in Bangalore. A cross-sectional quantitative survey was conducted using a structured questionnaire, yielding 133 valid responses. The study examined Visual Aesthetics (VA), Perceived Authenticity and Social Proof, Promotional Discount (PD), and Fear of Missing Out (FOMO) as principal explanatory variables. Descriptive statistics, reliability analysis, Pearson correlation, simple and multiple regression, chi-square tests, and one-way ANOVA were employed. The results indicate that VA had the strongest bivariate relationship with impulse purchase behaviour (r = .421, p < .001) and remained a significant predictor in the multiple regression model (β = .34, p < .001). Perceived Authenticity and Social Proof was also significant (β = .18, p = .035), while PD and FOMO were not significant in the multivariate model. The four predictors jointly explained 22.9% of the variance in impulse purchase behaviour (R² = .229, p < .001). Daily short-video usage, D2C purchase frequency, and occupation were not significantly associated with impulse-purchase levels. However, low pooled reliability coefficients and substantial differences between response batches indicate that the findings should be interpreted as exploratory. The study highlights the relevance of content-related perceptions, particularly visual appeal and perceived authenticity/social proof, in understanding D2C fashion impulse purchasing among Gen Z women.

Keywords: D2C Fashion, Impulse Purchase Behaviour, Perceived Authenticity, Short-Form Videos, Social Proof, Visual Aesthetics.

DOI: https://doi.org/10.62226/ijarst20262847

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DOI

10.62226/ijarst20262847

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How do you cite this paper?

Savanam Chandra Sekhar* and Shaik Tasleema — “Influence of Short-Form Video Characteristics on D2C Fashion Impulse Purchases Among Gen Z Women in Bangalore.” International Journal of Advanced Research in Science and Technology (IJARST), Volume 15, Issue 10. DOI: 10.62226/ijarst20262847.

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