An Investigation into impulse buying tendencies among online shoppers using triggering cues. A case of leading E-Commerce portals in Pakistan

Abstract

Impulse purchase is a common phenomenon around the world. Customers bought a lot of things on impulse. Past studies indicates that customers purchase a lot of product on impulse. There are a number of offline as well as online factors that triggers the customers towards impulse. The major detach of the study is to determine the most effective triggering cues of impulse purchase. Interviews were conducted from companies as well as from customer prospective. Interviews were conducted from diversified group of people. Socially constructed marketing imageries (e.g .e-atmospherics) help the consumer while making choices and decisions regarding products. Still human and retailing technology interactions are rarely evaluated from the social practice prospective. The conclusion of this research indicates that a number of online factors trigger the customers towards online impulse purchase. The research constraints, indications, onward with guidelines with more exploration are to take up in the end