Online alışverişin giderek yaygınlaştığı ve tüketicilere pek çok farklı fayda sunduğu günümüzde, yoğun bir rekabet söz konusudur. Türkiye’de online alışveriş pek çok sektörü içermekle beraber, önde gelen giyim sektörüdür. Farklı pazar bölümlerini hedef alan çeşitli online giyim siteleri pazar paylarını arttırmak için etkin stratejiler oluşturmaya çalışmaktadır. Bunun için de tüketici satın alma davranışını, özellikle de planlanmadan yapılan satın alma davranışı olarak tanımlanan itkisel satın alma davranışının öncülleri arasındaki ilişkilerin tespit edilmesi önemlidir. Bu çalışmanın amacı, online giyim sektöründe itkisel satın alma davranışı ve öncülleri arasındaki ilişkileri tespit etmek ve strateji önerilerinde bulunmaktır. Araştırma modelinin testi için yapısal eşitlik modelleme kullanılmıştır. Elde edilen araştırma bulgularına göre, “seçenek çeşitliliği”, “fiyat niteliği” ve “kullanım kolaylığı” itkisel satın alma üzerinde istatistiksel olarak anlamlı bir etkisi vardır. 

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