Impact of online Promotions and Personality Traits on Online Impulse Buying.

Abstract

As internet users are rapidly growing day by day as well as on the other side there are also shopping sites where customers can buy anything through these sites but advertisements, online promotion activities like discounts, offers etc. are changing customers’ perceptions towards the product. Companies are offering online discounts and offers due to which customer start buying impulsively because these discounts or offers attract customers to buy. The personality traits also effect online shopping as customers sometime easily trust on others and confidence about the things they saw on the internet than they start buying impulsively through internet. This research is basically an application of Long Wu and Wan Chen. The purpose of this study is to investigate how personality traits and online promotions can affect online impulse buying and what are the possible outcomes of online impulse buying. The purpose of this study is to investigate the dimensions on personality traits and online promotions. We used Regression and Pearson’s Correlation in this research. It was hypothesized that personality traits and online promotions has a positive impact on online impulse buying and the moderator also have a significant impact. Managers can formulate strategy by considering human behaviors and traits from the finding of this research.