An empirical study on the impact of website quality on online impulse buying behavior of young consumers

Abstract

The purpose of this study is to examine the influence of website quality on buying behavior on consumer specially on online impulse buying behavior of buyers of Pakistan moreover study also assess the mediating role of sales promotion in the context of online buying impulse that how promotions of sales triggers the emotional part of the consumer to purchase that product impulsively.The study uses quantitative approach for the data analysis. An online survey form through Google docs and personal survey is conducted from 316 respondents who are the online shoppers of the two major cities of Pakistan Islamabad and Rawalpindi. For the collection of data random sampling technique is used. The data of the present study is analyzed through reliability, correlation, regression analysis via using SPSS version 22. The present study discovers relationships among three variables such as website quality, sales promotion ad online buying impulse. The analysis of the study shows website quality has positive influence on the online buying behaviors of patrons. Secondly, the study identifies that sales promotion considerably persuade Online impulsive buying and act as strong mediating role in the association among website quality and online impulse purchasing behavior. Lastly, study also finds that 56.5 percent females are more prone towards online impulsive buying especially young females within the age of 21-30.The study is limited to two major cities of Pakistan that is Islamabad and Rawalpindi. The sample size of study is small in number and study uses only website quality to check its impact on online impulse buying behavior. The study explores the affiliation amid website quality and online impulse buying behavior with respect to sales promotion.