In recent years, the enhancement in technology has been envisioning for people to complete tasks in an easier way. Every manufacturing industry requires heavy machinery to accomplish tasks in a symmetric and systematic way, which is much easier with the help of advancement in the technology. The technological advancement directly affects human life as a result. It is found that humans are now fully dependent on it. The online game industry is one example of technology breakthrough. It is now a prominent industry to develop online games at world level. In this paper, our main objective is to analyze major factors which encourage mobile games industry to expand. Analyzing the system and symmetric relations inside can be done into two phases. The first phase is through a TAM Model, which is a very efficient way to solve statistical problems, and the second phase is with machine learning (ML) techniques, such as SVM, logistic regression, etc. Both strategies are popular and efficient in analyzing a system while maintaining the symmetry in a better way. Therefore, according to results from both the TAM model and ML approach, it is clear that perceived usefulness, attitude, and symmetric flow are important factors for game industry. The analytics provide a clear insight that perceived usefulness is an important parameter over behavior intention for the online mobile game industry.

Purpose This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence. Design/methodology/approach The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses. Findings The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs. Research limitations/implications The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry. Practical implications The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry. Originality/value This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

This article attempts to analyse the changes occurred in the behaviour of the customer for online buying of fashion products. The prime objective of this study is to bridge the gap by contributing to the literature about the impact of pandemic on consumer buying tendencies for fashion industry. This study proposes a model for impulse buying of fashion apparel based on consumers’ shopping behaviour during COVID-19 pandemic. The conceptual model was developed using stimulus organism response (S-O-R) theory using fashion involvement (FI), hedonic shopping value (HSV) and sales promotion (SP) as independent variables, positive emotions (PE) as a mediating variable and impulse buying (IB) as a dependent variable. The data was collected from 569 respondents from central Indian region, the collected data was analysed using PLS-SEM 3 software. The importance performance map analysis (IPMA) was used to understand the accurate performance of variables. The result shows the significant and positive impact of HSV and PE on IB, unlike FI and SP which were not showing significant impact. Moreover, PE is a significant mediator in the relationship of the constructs. This study contributes by providing original insights into the IB literature. The analyses of IPMA will help the fashion industry to rebound after COVID-19.

This study highlights the role of utilitarian shopping, hedonic shopping, and online advertisement on cognitive dissonance. Impulse Buying plays a role as a mediator in this research. The objective of this research is to investigate how utilitarian shopping value, hedonic shopping value, and online advertising influence the cognitive dissonance of customers. 338 response data have been collected from consumers involved in fashion apparel; respondents are majorly from the central zone of India. Partial least square (PLS) – Structural equation modelling (SEM) is implemented using Smart PLS 3.0. The simulation result shows that utilitarian shopping value, hedonic shopping value, and online ads are found to be important in predicting cognitive dissonance and impulse buying, whereas impulse buying is impeccable in terms of predicting positive relationships with cognitive dissonance. Moreover, Impulse buying is playing a positive mediating effect in relation to constructs. Hence, this research suggests that a complex representation that may better understand consumer shopping behaviour. Conclusively, this research‘s major contribution towards authors‘ knowledge, and help the marketing expert to focus on the important parameter of consumer buying behaviour.