DETEMINANTS OF ONLINE IMPULSE BUYING IN KARACHI, PAKISTAN

Abstract

Purpose This study intended to examine the factors of information, normative, utilitarian, hedonic, e WOM and browsing on impulse buying behavior ofthe online consumers of apparel industry ofKarachi, Pakistan. Methodology & Design The targeted population of this study was online shopping industry of Karachi, Pakistan. Therefore, total 400 responses were aimed to collect from sample population. In the current study, the suitable sampling technique that has been used was convenience sampling technique. Hence, the study has purposefully used PLS-SEM as data analysis technique. Findings The results revealed that hedonic and utilitarian values have positive and significant impact browsing activities. Further utilitarian value and informational social influence and normative social influence were found positive and significant impact on consumers’ urge to buy impulsively. Lastly browsing was also found to have positive and significant on the consumers’ impulsive buying behavior. on consumers’ Limitations Firstly, it is not possible to predict the behavior of consumers on the basis of profession as there are many kinds of professional persons. Secondly, the outcomes of the study were restricted to apparel industry only. Recommendations With the effective usage of social media and the channels on it, the producers can develop positive image oftheir products and can spread higher level of information to the customers so that they would be ready to buy the product impulsively