A Structural Equation Model of Impulse Buying Behavior in Online Shopping
DOI:
https://doi.org/10.56220/uwjms.v1i1.52Keywords:
Trait effect, Urge to buy impulsively, Consumer behaviorAbstract
Purpose: This study seeks to model and empirically examine key emotional aspects
(positive affect and negative affect) on impulsive buying actions (web browsing, urge to
buy impulsive and impulsive buying behavior) in online shopping context.
Methodology/Design: Using structural equation modeling model, a total of 470 survey
responses from shoppers of online stores were used to empirically test the measurements
and propositions.
Findings: On the bases of data from online shoppers a significant model emerged. Results
were generally in support of the assertion that emotions lead to impulsive actions.
Originality/Value: Impulsive buying in online context represents an epidemic proportion
of online shopping. Impulsive buying behaviors with upcoming avenues for future
research are under the constant review of academicians and practitioners. Despite
abundant research on impulsive buying behavior in online context, research scholars’
demand for further research and empirical evidences for better understanding of the
phenomenon. Examining impulsive buying behaviors in online setting therefore becomes
imperative.
Implication: This study offers valuable insight and solid grounds to academicians as well
as practitioners concerning online impulsive buying behavior by presenting empirical
findings and important implications.
Limitations: Some notable limitations like consideration of young consumes only needs to
be considered for generalizing the findings.
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