Given the rapidly increasing popularity of online impulse buying using digital platforms, it has raised significant interests about the antecedents of consumer behaviour. The aim of this study is to compare the main factors which influence online customers’ purchase decisions on clothing in PRC and the UK. The study conducted was exploratory in nature, aiming to create an understanding of impulse purchasing behaviour before, under and after the actual action. The results show that several factors such as price discounts, online comments, can strongly affect the impulse buying behaviour among online customers. This study provides novel insights for marketing literature and online retailers. The result of this research would contribute to retailers and marketers who wish to penetrate the market in the UK and China who is already present in the market and wishes to keep the loyalty of their consumers. It can also be a part of the research on international customer behaviour towards online apparel shopping.
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