A Way Forward through Customer, Situational and Demographics Determinants affecting Impulsive Buying Behavior: An Empirical Research

Online shopping has grown highly popular due to the development of e-commerce and e-marketing using information technology. The rise of e-commerce and online purchasing has led to the emergence of the phenomenon known as "online impulse buying." This research attempts to add to the contextual-wide body of knowledge in the area of online impulse purchases. The effective factors that influence consumer impulsive buying are numerous. The survey approach was used to gather a sample of 350 respondents who satisfied the requirements. After distributing the questionnaire, the data were analyzed using the Structural Equation Model (SEM). According to the study, there were initially three widely agreed assumptions regarding the role of customer mood, impulse buying propensity, and merchant motivating actions in promoting online impulse purchases. Second, other elements, including the propensity for shopping enjoyment, personal circumstances, website quality, and product attributes. Online impulse is a behavioral concept from the field of perception and marketing, it investigated how it affected both company and individual experience. Results reveal that impulse buying tendency, shopping buying tendency, website quality, motivational activities by sellers and product attributes impacting positively and significantly, on other hand consumer mood and person’s situation although impacting positive but their relation with online impulse buying is insignificant. Age, gender and income hold significant relation except gender both age and income have negative relation with online impulse buying. According the demographics, participants under different gender, age and income hold dissimilar online buying behavior.