The impact of Trust, Social Influence and Website Quality on Impulsive Buying Through the Mediating Role of Urge to Buy

Abstract

Several factors exist that impact impulsive shopping in marketing literature such as situational stimuli, consumer, product and store features. Due to huge development of electronic trade and advancement in IT, online impulse buying become a widespread (Chan, Cheung, & Lee, 2017). Around forty percent of entirely online customer’s expenses is accountable to impulsive buying. Scholars claimed that online shopping atmosphere is more favorable than offline atmosphere for impulsive buying (Liu, Li, & Hu, 2013) Sudden and unintended purchase in stores is known as offline impulsive purchase. Few dynamics which affect offline impulse buying includes external and internal stimuli, related to products and conditional factors, social-cultural and demographic aspects (Muruganantham & Bhakat, 2013). External stimulus is those that a marketer used to encourage the customers to buy his product (Youn & Faber, 2000) like sensory stimulus (Kaur & Singh, 2007) and display of products (Hultén & Vanyushyn, 2011). For example, Kaur & Singh (2007) originate that contextual melody plays a vital part in impulsive buying. Inner spurs are those aspects that are associated with distinct personalities like pleasure-seeking (Hausman, 2000) and feelings (Verplanken & Herabadi, 2001). Product related and situational factors are fashion goods (Park, Kim, & Forney, 2006) and new items (Harmancioglu, Finney, & Joseph, 2009). Socio-cultural and demographic factors include age, gender, income, education, culture (Coley & Burgess, 2003