e-International Publishing House (e-IPH) Limited, UK
Doi
Abstract
This study examines how emotion-driven user experience (UX) design influences impulse buying among women aged 50-59 in online fashion shopping. Using the Kano model, it categorizes UX elements—visual appeal, social interaction, and personalized recommendations—into basic, performance, and attractive needs. A survey of 265 women reveals that emotionally engaging features significantly drive impulse purchases, though their impact on loyalty is limited. Key findings highlight the importance of visual aesthetics and personalized experiences. This research provides actionable insights for optimizing UX design to enhance engagement and purchasing behavior, with implications for future studies on other demographics and industries
