E impulse Buying

Abstract

E-impulse buying is the concept that is now at its nascent stage of research in India yet newlineattracts the attention of many of the marketing researchers. And with the proliferation of ecommerce newlinein India, this phenomenon is getting more significance. It is often observed that newlineshoppers buy from online shopping websites in a planned and unplanned ways both. newlineConsumers are getting influenced by various stimuli in the online context and thus involved newlinein unplanned buying i.e. e-impulse buying. newlineThe main aim of this study is to explore this concept in the Indian context and to newlineidentify its stimuli that actually urge e-impulse buying. It also aims to prioritize all the major newlinestimuli of e-impulse buying by soliciting a hierarchical paradigm. And at last, it aims to newlinedevelop a comprehensive measurement scale and a descriptive model for the concept of eimpulse newlinebuying that reflects significant role of all the major stimuli urging e-impulse buying. newlineAn extensive literature review has been done to get the deeper understanding of eimpulse newlinebuying and its various stimuli;followed by an exploratory research executed by newlineconducting in-depth interviews of online impulsive shoppers in India. Further, all the stimuli newlinehave been identified from the qualitative data and then classified into different categories by newlineusing content analysis. To develop a relevant measuring scale for the stimuli of e-impulse newlinebuying and to identify the latent variables, exploratory factor analysis has been applied. newlineLatent variables evolved from the qualitative research and as suggested by experts were then newlineprioritized into hierarchical paradigm by using interpretive structural modeling. And at the newlinefinal phase of this research, confirmatory factor analysis and structural equation modeling newlinehave been applied by using Amos to evolve a comprehensive validated scale as well as model newlinefor the stimuli of e-impulse buying. The moderation effects of three demographic factors newlinegender, income and marital status; and internet usage have been also evaluated over this newlinemodel. newlineThrough