Factors influencing impulse buying in online transactions

Abstract

This study explores the consumer impulse buying behavior in an online context. The purpose of this study was to find the factors that influence such a behavior. An examination of previous studies found different factors that could influence unplanned buying behavior but majority of them were limited in brick and mortar (offline) stores. Some of these factors were found to be influencing online impulse buying behavior as well. These factors included personal, product and technological factors. A mixed methodology was taken to find the relationship between these factors and the online impulse buying. Both quantitative and qualitative analysis was utilized to have a more comprehensive view of the link. A focus group was conducted to refine the variables of the factors as well as find some new factors that might not have existed in previous studies. The factors identified through the focus group were further tested through questionnaires. The results revealed that all the factors have a significant positive relation to impulse buying behavior. However, it is recommended that web merchants must use innovative technologies to further increase impulse buying.