DETERMINANTS OF ONLINE IMPULSE BUYING BEHAVIOR: AN EVIDENCE FROM COSMETIC INDUSTRY OF KARACHI

Abstract

Purpose: This study aimed to analyze the impact of website quality and social media on the impulsive buying behavior of online consumers of cosmetic industry ofKarachi, Pakistan. Methodology: The study has purposively undertaken the online consumers of cosmetic industry in Pakistan in order to provide relevant and empirical evidences for improving their online presence and increase their customer base in the long-run. The study has aimed to gather 356 sample responses from the population. The study has decisively chosen convenience sampling technique from the umbrella ofthe non-probability sampling method. The study has decisively used partial least square structural equation modeling (PLS-SEM) technique for data analysis using SmartPLS version 3.2.8. Findings: The website design quality was significantly affecting the functional benefits. Also, the website service quality was significantly affecting the functional benefits. The functional benefits were significantly affecting the impulse buying. In addition, the influence ofsocial media was significantly impacting the impulse buying. Limitations: The limitations are that the outcomes ofthe study are restricted to the context of Karachi, Pakistan only as the present study is conducted in Karachi. Secondly, the perception and behavior of other user groups might differs, when it comes to quality of design and service, and social media influence as well. Implications: The managers are recommended to increase the influence of social media by promoting conversations regarding the products or new launch programs. Also, look out for new and innovative features to do marketing advertisements.